Case Dom Keramiki: Google Ads for a plumbing and tile store

1. Analyzed the market, studied the offers of competitors.
2. Ad account audited. From a technical point of view and according to the marketing strategy - the account was configured incorrectly. They provided step-by-step recommendations.
3. Conducted competitor analysis. Provided recommendations for improving service and services.
4. The site has been analyzed. Provided recommendations for optimization and usability improvement.
5. Analyzed the work of existing campaigns and decided to create new campaigns to get a better result:
   • compiled a semantic core for general words and words related to the direction/brand.
   • divided the keywords into separate campaigns according to directions: sanitary ware, porcelain stoneware, floor covering.
   • created DSA and DSA Page URL campaigns.
   • prescribed cross-minus.
6. New targets have been created. They connected electricity. trading and Call-Tracking, callback button.
7. Created new ads and call-to-action ad objects.
8. Added important objectives to each campaign.
9. Created local campaigns to attract users to offline stores and optimized smart campaigns for Google Business.
10. Adjusted rates.

Comparison of data from the table shows an increase in the number of calls (data is provided for all salons).

Comparison of the data from the table shows the growth of the number of paid transactions and the growth of the coefficient. conversions under the conditions of a decrease in visitors.

The number of visitors has decreased. The cooling and the change of season affected repair works, which was reflected in demand and purchasing power.

Number of new contacts - increased.

1. The number of paid transactions is gradually increasing. The number of calls has increased, but not every call ends in a purchase (the most frequent reason for refusal is the absence of the desired product). There are also executed but unpaid agreements, we do not take them into account.
   • It is recommended to introduce repeat customer calls to sell additional products/similars.
   • It is recommended to keep statistics of each seller - how many calls were received and how many ended in purchases.
2. Under the conditions of a decrease in the number of visitors to salons, the number of new users increased (in the conditions of operation of one city) - that is, the work of campaigns attracted new customers to the site and offline salons, who registered and placed orders.

Unfortunately, it is not possible to determine how many users came to salons precisely from advertisements, but the increase in the number of calls and new users shows the effectiveness of google/cpc work.

The account is currently refocusing from online sales to offline user acquisition – stopped search campaigns, increased budgets in fishing campaigns, Rmah and smart campaigns on google my business.

We are continuing to manage the advertising account, testing different strategies, working on improving the performance of campaigns and the account as a whole.

Good luck

Satisfied users

Implemented and running

Different directions

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