About the project
- Location: Kyiv.
- Direction: Cleaning service.
- Site: https://mel-company.net/.
- The site has a Ukrainian version.
- Purpose of work: Receiving calls and requests for cleaning services.
- Campaigns work from 06/05/2024
- Geo for advertising: Kyiv city, Kyiv region.
Important! This direction has a lot of competition. Competitors' sites have high visibility and competitive prices.
Call-Tracking (number replacement) installed
Site analysis
- Before the launch of accounting, we performed a site analysis and analysis of competitors, and provided recommendations for improving the site's performance:
- Add to the site more information about services, about the company and the gallery of works.
- Add prices to the site.
- Personalize content - add more content related to the company (images of staff in a branded form).
- Add a Unique Commercial Offer to the site.
Development
We developed a forecast for the main areas of the site. Agreed on the budget and launched the following campaigns:
- Search campaigns
- DSA campaign
- Pmax
- GDN (Remarketing)
- Demand Gen
We analyzed the demand and services of the site and developed separate campaigns for legal and physical clients:
- personalized ads according to directions (cleaning of an apartment, house, territory, as well as for cleaning offices, restaurants, industrial premises, etc.);
- personalized ads according to referrals;
- assigned the appropriate rates.
Work process
- The ad account was designed from scratch.
- Installed Call-Tracking for correct call tracking.
- Analyzed requests for physical and legal clients, and by directions of cleaning services. Provided recommendations to the client on improving the website.
- Set budget and bidding strategy according to audience segments.
- Semantics have been distributed by targeting directions in campaigns, ad groups.
- Analyzed key queries and created a list of negative keywords to show ads to a more targeted audience.
- Fixed cross-minus words between campaigns and ad groups.
- Developed ad objects using all sections of the site.
- Personalized announcements for each area of the company's activity with UTP and a call to action.
- Adjusted bidding strategies and campaign bids.
- Optimized the semantic core according to the analysis of the effectiveness of campaigns/ad groups.
Results for the period 06/05/2024 - 07/21/2024
- Calls 23
- Order form 33;
- CPA UAH 512.00.
Traffic to the site
Currently, google ads is the only source of advertising and the main source of traffic to the site.
Summary
In the conditions of high competition and a limited budget, with undeveloped SEO and starting advertising from scratch, under the conditions of a low season, we managed to attract 56 targeted conversions (calls and sent applications), which is an excellent result under the existing conditions.
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