About the project
Information by customer
Customer: a site for selling alarms
Location: Ukraine
Project goal: Optimizing existing campaigns, increasing sales, reducing CPA.
Account: in operation since October 2016. The account "came" to us in March 2019. New campaigns started working from April 2019.
Our task: Optimizing campaigns and increasing sales.
Site: https://alarm.bezpeka.systems
Analysis of existing campaigns:
- We analyzed the performance of existing campaigns and decided to create new campaigns so as not to delete the statistics of previous campaigns.
- We have developed campaigns:
- In the search network
- DPO
- DPO: Page Url
- In the context-media network
- A smart trading campaign
Campaign development:
- Collected semantics based on the offered products on the site. They also took semantics from previous campaigns.
- Semantics have been divided into separate search campaigns according to the direction of goods on the site.
- Created campaigns in KMS:
- Remarketing
- Dynamic remarketing
- Gmail display campaign
Summary
- Over the entire period of operation, we managed to increase transactions by 31.61%.
- Income increased by 29.44%
- The number of clicks and impressions increased by 981.05% and 887.02%, respectively.
- CTR increased by 18.38% on the search network.
- Average CPC decreased by 19.72%.
Summary:
This project came to us with semantics in the broad type of correspondence, with very broad requests, which were followed by the maximum budget.
We have filtered out many keywords, leaving only brand-related semantics. Thus, we refocused on the CA, which is interested in our brand.
Despite the fact that the number of competitors increased significantly during this period, our account remained in the top positions in the auction statistics, without increasing the CPS, but on the contrary, reducing it by 19.72%
Auction statistics:
Currently, the account is undergoing regular optimization work to improve performance and quality.
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