Case AB Roofing

• Finding a target audience that will bring leads from 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 – Remarketing;
• PMax.

• 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.

DSA

• We have developed a campaign targeting the site's pages.
• Informational announcements have been created.
• Added targets.

GDN – Remarketing

• The "Remarketing" campaign has been developed.
• Audiences of users who have been on the site for a certain time and have not completed the target action have been added to the campaign.
• Informative, responsive ads created.

• 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.

• Submitting forms: 30 (+144.29%)
• Phone click: 137 (+470.83%)

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• Analysis of search queries, also:
  • exclusion of irrelevant requests;
  • adding conversion requests.
• Rate adjustments.
• Implementation and analysis of strategies with machine learning.
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• The work carried out on the optimization of the AB Roofing advertising account and the launch of campaigns on the site category, with priority areas, demonstrated an increase in the number of main conversions:
  • number of submitted forms: +144.29%
  • number of clicks on phone numbers: +470.83%