Google Ads for translation agencies | Kyiv Regional Translation Bureau

•  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.
• Analyzed competitors, identified "weaknesses" in competitors' ads and websites.
• We have determined for ourselves the directions that we will develop and the advantages of the client's site proposals.

Development

Developed campaigns by site categories:

• Site brand
• Search campaigns
• DSA
• PMax
• PMax Local
• Demand Gen

• The most targeted semantics were collected in 3 languages: Russian, Ukrainian, English.
• Structured them by 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

•  Developed a campaign targeting audiences with keywords.
• Created informative display ads.

DSA

• We have developed a campaign targeting site categories.
• Informational announcements have been created.
• Added goals to groups by category.

 Performance Max Local 

• Using the client's company profile, which is registered in Google Business Profile, an advertising campaign was developed, which, according to a certain algorithm, analyzes the user's propensity to visit the advertised point of sale and shows the ad only to the target audience.
• Created ads with informative images, titles and descriptions.

• After launching new campaigns and conducting optimization work, 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 those ad groups that are the most converting.

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• Basic conversions +91.5%
• Conversion cost -31.14%
• Cost +31.87%

In November, it was decided to increase the budget by 30%. Thanks to the optimization work and the launch of new advertising campaigns, we were able to increase the conversion rate of the advertising account by 91.5% and reduce the CPA by 31.14%.

• Analysis of search queries, also:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Implementation and analysis of strategies with machine learning.
• Improving the quality of ads.
• Showing search ads above search results +/- 90%
• Setting up a campaign to find customers who are interested in the services of competitors.
• Optimization of the structure of advertising campaigns for effective analysis and adjustment of their strategy.

• The optimization of the "Kyiv Oblast Translation Bureau" advertising account and the launch of campaigns aimed at the directions of the site demonstrated an increase in conversions compared to the previous period by 91.5%. At the same time, the cost of conversion decreased by 31.14%.
• These results were facilitated by regular analysis of changes made to the work of the advertising account, implementation of new advertising campaigns, timely adjustment of strategies and other settings.