How to increase macro conversions on the 50% without budget changes

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Input data

Client: Internet provider in Dnipro.

Term: 2 months.

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Tasks:
The setting of advertising on the Google Search Network and Google Display Network.
Achievement maximum numbers of conversions.
Lists of works

1
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Created separate searching campaigns for every service category.
2
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Started a branding campaign in which keywords were used with the provider's name.
3
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Selected overall negative keywords list which is used in the account.
4
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Created relevant advertisements (extended text and adaptive). Added dynamic advertisements for the biggest users’ coverage.
5
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Added all of the possible advertisements extensions.
6
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Added fixation data by audiences in the Google Ads search network.
7
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Created several lists for remarketing, such as “all site visitors”, “visitors of the page of some service”, and “users who made conversion”.
8
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Campaigns have been set up for purpose (to connect the Internet and TV), and all of the interested buyers of the telecommunications services.
9
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The categories of applications have been removed, and general minus lists of placements for GDN campaigns have been added.
10
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Created adaptive designs display ads.
11
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Optimized advertising companies in the search and contextual media network.
Results

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In the first month, we got 42 macro conversions (included requests, filled out forms and the Binotel call-back). At the first time, the smart campaign bringed a little traffic and the price of click was higher than in the searching advertisement.

In the second month, the number of macro conversions increased by 50%, 63 macro conversions with the same budget. The smart campaign showed a good result – almost third of the total number of conversions. At the same time, the price of macro conversions in the second month decreased by 26%.

some alt text
Results

In the first month, we got 42 macro conversions (included requests, filled out forms and the Binotel call-back). At the first time, the smart campaign bringed a little traffic and the price of click was higher than in the searching advertisement.

In the second month, the number of macro conversions increased by 50%, 63 macro conversions with the same budget. The smart campaign showed a good result – almost third of the total number of conversions. At the same time, the price of macro conversions in the second month decreased by 26%.

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