Google ADS: “Lita” Clinic

• Semantics have been distributed by 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.
• Adjust bid to show ads in top block for lead.
• Created an ad with UTP and call to action.
• Developed ad objects using the entire site.
• Optimized the semantic core according to the analysis of the effectiveness of campaigns/ad groups and added new keywords.
• Selected neutral images for maximum effectiveness campaigns.

• Number of calls 21 (increased by 474.20%) (26 calls received in total)
• SRA calls UAH 2,016.26. (reduced by 64.45%) (excluding 5 calls from the Binotel office).

Also received Contact Form Submission (contact_form_submission) 4 ( 1 comparative period)
Important: From 05/03/2024 to 05/14/2024, the analytics and advertising account did not receive calls due to technical problems in Call-Tracking (according to data from the Binotel office, 5 calls were received via Google/cpc during this period).

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CTR in search campaigns 17.5% - increased by 101% 

• CTR is used to determine the effectiveness of an advertising campaign, in particular, the relevance of contextual ads, banners to the requests of the target audience.
• This indicator can be applied to evaluate the effectiveness of the entire campaign and individual advertising tool. Accordingly, the higher the clickability of the banner or advertisement, the more effectively relevant traffic is generated to the target page. What factors affect CTR:
  • Quality of traffic involved. When a user sees a specific offer on the Internet that interests him, in 8 out of 10 cases he will click on it and go to the site. Whether he will turn into a buyer depends on the conversion capabilities of the landing page, the work of marketers, and the call center.
  • Ad visibility, banner design, dimensions.
  • Strict adherence to the topic of the request.
• CTR in context is one of the main indicators for calculating advertising effectiveness. The average figure in Google Ads is at the level of 8-10%. Anything above 10% can already be considered a good click-through rate.

CTR in search campaigns increased by 101%

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Engagement rates have increased, showing a shift to a more targeted audience site: 

• Engagement Sessions Percentage 31.54% (+8.69%) is the percentage of engagement sessions on your website.
• Event Per Session 4.03 (+5.81%) - Events/Session is the average number of events that occur on your site/app per session.
• Av. session duration in seconds 14.76 (+78.62%) – How long on average users browse your site.

Engagement rates increased

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Ads began to appear higher, thanks to timely bid adjustments and analysis of competitor ad impressions.

• First Search Impression Percentage is the percentage of ad impressions in the highest position next to the top results of a regular search 74.34% (+11.05%) 
• Top-of-the-page impression percentage on the search network is the proportion of ad impressions near the top of the regular search results 95.50% (+3.23%)

Ads started showing above

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Increased total cost by 104% and CPS by 96%

• Previously, many campaigns did not work because the ads were blocked. After we created new campaigns (repeatedly), the ads started to work, which resulted in increased spend. CPS was increased so that ads began to appear higher (11% increase).
• CPC has increased mainly in Rmakh campaigns, where we cannot control CPC and adjust bids (limited by Google campaign settings). Currently, budgets have been reduced in these campaigns and a larger budget has been given to search campaigns, since the target audience is moving to the site thanks to the work of search campaigns. 
• In search campaigns, the CPS has been increased by 25%, which is a correct increase in the CPS in terms of comparing months. Thanks to increased budgets and bids in search campaigns, the number of clicks increased by 50% 
• Thanks to the increase in css, ads started to appear higher, which increased the number of conversions and reduced their cost.

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Now

Several times we created and continue to create new search campaigns, new ads were created, as some existing campaigns are blocked by Google. It is important that the new campaigns were not copied, but were created from scratch, that they had nothing to do with previous campaigns, and as a result, almost all directions currently work without blocking.