Google ADS: “Etalon-Ukraine” LLC

• Refocusing on the target audience, reducing CPA, increasing conversion rate and CTR.
• Attracting an audience that is not yet familiar with the company (Discovery, Pmax, Pmax-local and DPO).

Competitor analysis. Forecast

• We conducted a competitor analysis, identified "weaknesses" in competitors' ads and websites, and determined for ourselves the directions we will develop and the advantages of our website's offers.
• Analyzed costs in campaigns and demand. Proposals were made with a different budget and its distribution by campaign.
• Determined the amount of bids for the maximum and recommended coverage of the client's audience.

Development

Developed the following campaigns:

• Brand;
• Water delivery;
• Competitors;
• Demand Gen;
• PMAX is local
• PMAX;
• DPO;
• Remarketing.

• Analyzed statistical data obtained from previous periods (taking into account seasonality) and collected the most targeted semantics.
• Structured it and divided it 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.

Discovery campaign

Developed a campaign targeting:

• Own audience for keywords, conversion words.

Created informative display ads.

• After launching new campaigns and conducting optimization robots, we began to monitor results and demand. To increase the effectiveness of campaigns, 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 with the highest conversion rates.

• Analysis of search queries, also:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Rate adjustments.
• Implementation and analysis of strategies with machine learning.
• Analyzing the performance of campaigns that were separated by device.
• Analysis of locations by cost and conversion.

Configuring and running PMAX

Creating a PMAX campaign contributed to a significant increase in conversions. By testing different UTPs and audiences, the number of conversions increased and the CPA decreased:

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• The optimization of the etalon.com.ua advertising account and the launch of campaigns aimed at the site's services showed a 14% increase in orders compared to the previous period. 
• Regular analysis of ad account changes and timely adjustments to strategies and other settings contributed to these results, as well as a slight increase in costs.