Google Ads
About the project
- Direction: translation bureau
- Location: Kazakhstan.
- In progress: From August 22, 2024.
- Leads: form sent, Email clicks, WhatsApp clicks, phone number clicks (call tracking not connected).
- Site: https://helvetia.kz/
01
Work strategy
- Finding a target audience that will bring leads with a CPA acceptable to the client.
Forecast
- Prepared proposals with a recommended budget and allocated it to campaigns within the framework of priority.
- Conducted an analysis of competitors, identified "weaknesses" in competitors' ads and websites, and determined for ourselves the directions we will develop and the advantages of our website's offers.
Development
Developed campaigns by site categories:
- Search campaigns;
- DSA;
- GDN;
- PMax.
02
Workflow
- The most targeted semantics have been collected.
- It has been structured and divided into ad groups.
- Fixed cross-minus words between campaigns and ad groups.
- Collected minus words - requests that do not match the target and added to minus words lists.
- Bids have been placed according to the forecast and the agreed budget.
- Created an ad with UTP and call to action.
- Developed ad objects using the entire site.
GDN – Remarketing
- A new campaign has been created.
- Added audience of users who were already on the site.
- Informational announcements created.
DSA
- Developed a campaign with targeting on site category pages.
- Informational announcements have been created.
- Added goals to groups by category.
03
Analysis and works
- After launching new campaigns and conducting optimization work, we began to monitor results and demand. To increase the effectiveness of advertising, various works were carried out and the budget was repeatedly increased due to increased demand from the target audience.
- After analysis, adjustments were made to our strategy.
- Work was also carried out to expand the semantic core, including in those ad groups that have the most conversions.
04
Results of work for the period 22.08.24 - 21.09.24 (compared to the previous period)
05
Optimization works have been carried out
- Analysis of search queries, also:
- exclusion of irrelevant requests;
- adding conversion requests.
- Rate adjustments.
- Implementation and analysis of strategies with machine learning
06
Conclusions
- The work carried out on the optimization of the Helvetia advertising account and the launch of campaigns on the site categories specified by the client demonstrated an increase in the number of basic conversions:
- number of submitted forms: +257.14%
- number of clicks on phone numbers: +85.65%
- email clicks: +48.84%
- number of WhatsApp clicks: +235.34%
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