Google ADS: Vaillant.

• Finding a target audience that will bring leads with a CPA acceptable to the client.
• Attracting an audience that is not yet familiar with the brand through a demand generation campaign.

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 for the "Heat pumps" category:

• Search campaigns;
• DSA;
• PMax;
• Demand Gen.

• 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.

Demand Gen is a demand generation campaign

• We developed a campaign targeting audiences with search queries, interests and competitors.
• Created informative display ads.

DSA

• Developed a campaign targeting subcategories of heat pumps.
• Informational announcements have been created.
• Added goals to groups by category.

• 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.

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• Analysis of search queries, also:
  • Excluding irrelevant queries.
  • Adding conversion requests.
    
    
• Rate adjustments.
  
  
• Implementation and analysis of strategies with machine learning.

• The optimization of the Vaillant advertising account and the launch of campaigns aimed at the site "Heat Pumps" demonstrated:
  • The increase in applications, compared to the previous period, by 241.67%. 
  • The number of clicks on phone numbers increased by 55.1%.