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Case of setting up contextual advertising for a residential complex in Kyiv

How to increase the effectiveness of advertising in Google Ads more than 2 times

#Construction

Income data

Client: comfort class residential complex in Kyiv, located near the subway.

Problem: low conversion rate and high cost.

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

Goal: to increase the effectiveness of advertising campaigns by increasing the number of conversions by more than 2 times and, at the same time, reducing the cost of conversions.

Tasks:

Conduct a detailed analysis of the Google Ads account and optimize search campaigns to increase conversions.

Expand the semantic core and implement responsive ads, automated scripts and remarketing activities.

Monitor brand queries and competitors, and exclude untargeted traffic.

Work of list

detailed analysis of the customer's Google Ads account;

optimization of search advertising campaigns;

expanding the semantic core with queries in the Ukrainian language;

launch of adaptive search queries;

implementation of automated scripts;

work with brand inquiries and control of competitors;

in-depth work on keywords with geolocation names;

constantly monitored competitors' ads and filed timely complaints with Google about unscrupulous competitors.

Results

By using adaptive ads, we were able to get better results in our campaigns.

We also redistributed the budget: we focused on search advertising, partially reduced overall budgets for the GDN, and strengthened remarketing activities. On the GDN, you have to monitor the sites where your ads appear — we've used an automated script-based solution to regulate these sites and eliminate non-targeted traffic.

With the steps described above, we've reduced the cost per click and increased the effectiveness of keywords.

Comparisons of trends for the first and last months are available in the screenshots.

We've significantly improved the cost-to-conversion ratio:
- increase in conversion by 241%;
- reduction in conversion costs by 55.29%;
- maintaining positive dynamics for several months.

Results

Comparisons of trends for the first and last months are available in the screenshots.

We've significantly improved the cost-to-conversion ratio:
- increase in conversion by 241%;
- reduction in conversion costs by 55.29%;
- maintaining positive dynamics for several months.

Conclusion

Comprehensive optimization of Google Ads allowed the residential complex in Kyiv to significantly increase the effectiveness of advertising: conversions increased, the cost of conversions decreased, and the positive dynamics were maintained for several months. The use of adaptive ads, scripts for controlling GDN sites, and a precise approach to semantics and remarketing provided a stable and predictable result for the business.

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