Case Pereklad: Google Ads for translation agencies in Ukraine and the world

Information by customer

Customer: website of a translation agency with related services

Location: Kyiv

Geotargeting of advertising: Ukraine. The whole world.

The purpose of the project: Running ads in Google Ads.

Account: new campaigns in operation since July 2018.

Our task: project development and launch for all site services. Works are aimed at receiving orders from the site.

Site: www.pereklad.ua 

Market analysis

We analyzed the Google search output.

Considered a large number of competing sites.

We decided to develop campaigns separately:

• to the location of Kyiv+region (as traffic with a high CPS cost);
• for the rest of the regions of Ukraine;
• for all countries (except Ukraine).

This solution allowed us to further adjust the CRR and budget size for traffic and conversions received.

Campaign development

Getting Started:

• determined the number of directions - services on the site;
• collected the semantic core;
• in parallel collected lists of negative words (for each direction + general list); as well as lists of negative words with locations.

The work with the distributions of the semantic core was large-scale, since the directions on the site 35+ more than 50 languages ​​for translation.

Working with negative keywords also took several hours, but we eliminated the costs of irrelevant queries at the start stage.

Cross Minus

Cross-mining between campaigns and ad groups has been thoroughly documented.

Cross-minus sends the user request to the right ad group, thereby reducing the CPC and increasing the CTR.

Important qualitatively work out the keywords beforehand and distribute them to different ad groups regarding the direction of the request. Only in this case the cross-minus will work correctly.

Announcement

At the beginning of work on announcements, we create an Excel document, where each sheet is the name of the site's service.

Next, we prescribe UTP and various variants of descriptions. Let's see how they combine with each other.

• The first title is almost always a KeyWord.
• The second heading (in this case) is the cost of the service (this is important so that the user immediately makes a decision about switching to the site). Thus, we immediately cut off those users who are not satisfied with the price.
• There are currently three ads in each ad group - two text ads and one responsive search ad.

Extension

In the advertising account for extensions, we always process the entire site. To the maximum.

It is important to follow the necessary hierarchy where certain extensions are attached at the account, or campaign, or ad group level.

With well-developed extensions, the visibility of the ad increases, which favorably affects CTR and CPS.