How we worked on the project
We conducted an audit of existing advertising campaigns
Settings of goals and bid strategy
Completeness of the semantic core
Statistical indicators (bounces, conversions, CTR, audience profile)
Analyzed the client's website: identified potential weaknesses and strengths, made a plan of possible work (the designer did not allow us to implement all the necessary changes)
Studied competitors: compared websites, offers, downloaded advertisements, analyzed activity
Expanded the semantic core with additional queries
Made adjustments to the ad texts
Added information to the website and texts about promotions
Integrated key Metrica goals
Separately worked out the structure of Google Ads ads, since initially it was a copy of Yandex.Direct advertising, uploaded to the Google interface without adjustments
Initially, we decided to cover as large a pool of queries as possible and the entire spectrum of possible regions: from Krasnodar Krai to St. Petersburg, in order to collect the maximum traffic for our budget.
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Launched Search Advertising Campaigns + Retargeting (Remarketing)
In Search campaigns, we set up automatic bidding strategies with conversion optimization based on a weekly budget
The limited maximum price did not allow to rise above the lower block of impressions, therefore, based on the results of the first week, it was decided to remove the maximum threshold for expanding the boundaries of impressions altogether. This immediately brought results: the number of clicks increased by 40%.
While working on campaigns, we conducted regular A/B tests of ad effectiveness, created more and less emotional text blocks, compared CTR and conversion into leads, and kept the more winning ads. We implemented promotions, assessed effectiveness, tested banners on Search and YAN, adjusted bidding strategies, and worked with bounce rates.