Get an offer

Case of setting up contextual advertising for the analytics service

How did we increase conversions by 65% with a 37% reduction in cost per conversion

#PPC

Incoming data

Customer: analytics service for land bank management.

Difficulties: search limitations (not many people search for a service that causes low demand).

Work period: 9 months.

Team: project manager, PPC specialist, web analyst, designer, editor.

Goal: increase the number of conversions for the analytics service while simultaneously reducing the cost of conversion, ensuring a stable growth in applications and registrations in the service.

Tasks:

Optimize Google Ads campaigns for maximum efficiency and reach of targeted search queries.

Create relevant ads and creatives based on the client's UTP and triggers, including targeting competitors and target audiences.

Conduct an analytics audit to accurately track results, configure the collection and use of audiences for remarketing.

What have we done

We've processed the most relevant keywords (to cover all targeted search queries).

Launched advertising campaigns on competitors' brands.

Worked out the structure in Google display network campaigns (with settings for target audiences/topics and selecting relevant sites for advertising).

Worked with the client on a unique trade offer and triggers that were used in creating ads and creatives.

Set up campaigns according to the needs of the target audience.

Conducted an audit and reconfigured Google Analytics.

Set up a gathering of remarketing audiences (117 audiences in total) according to various criteria. Subsequently, we launched remarketing on the most convertible ones.

We tested various ad formats (Discovery ads, In-Stream video ads, advanced adaptive In-Stream video ads, image ads).

Results

We started work in mid-February 2021. By the end of the month, we received 1,228 clicks and 19 conversions. We've compiled initial statistics and adjusted the optimal bids for a specific campaign during this period.

In March 2021, we received 15,678 clicks and 301 conversions. We continued to work on account optimization and statistics. New test campaigns launched.

In October 2021, we received 9,830 clicks and 498 conversions. The conversion rate increased by 65.45%, and the conversion cost decreased by 37% (compared to the first month of work).

The graph shows a trend of increasing the number of conversions and reducing their cost.

Results

The graph shows a trend of increasing the number of conversions and reducing their cost.

Conclusion

Comprehensive optimization of Google Ads campaigns allowed the analytics service to achieve significant growth in results: the number of conversions increased, and the cost of conversion decreased. The use of relevant semantics, adaptive creatives, competitor targeting, and effective remarketing ensured stable dynamics of application growth and increased the profitability of advertising costs.

Do you want the same?

Order an individual consultation to discuss your project!

Order