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Case of launching and optimizing contextual advertising for an Internet provider in Lviv

How to double your conversions and reduce your conversion cost by 50%

#PPC

Input data

Client: Internet provider in Lviv.

Timing: 1 year (07/15/2019 – 07/15/2020).

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

Problem: lack of customized online solicitation of applications from potential customers through advertising channels in the coverage area.

Tasks:

Creating and settings up the Google Ads account.

Campaign optimization, including text ads, responsive ads, and remarketing.

Increase ad performance, increase conversions, and reduce cost per conversion.

List of works

Set up the account and added campaigns to the search engine.

Gathered semantic (keywords) and negative keywords.

Created 3 ads in each ads group (2 text ads and 1 adaptive ad).

Added extensions to ads.

Created campaigns on the GDN and added ads (adaptive and graphics).

Created the remarketing list to fill.

Optimization of advertising campaigns in the search and contextual media network.

Results

After launching our campaigns, we began collecting data on conversions and their cost, which allowed us to adjust our bids, ads, and targeting. This allowed us to determine the optimal settings to scale our results without additional budget.

Launched advertising, in the first month we received 103 conversions, cost per one was 39.65 UAH.

Working on campaign optimization every month, we managed to improve our results almost twice, reducing the cost of conversion to 16.88 UAH.

Results

Launched advertising, in the first month we received 103 conversions, cost per one was 39.65 UAH.

Working on campaign optimization every month, we managed to improve our results almost twice, reducing the cost of conversion to 16.88 UAH.

Conclusions

Comprehensive setup and constant optimization of Google Ads campaigns allowed an Internet service provider in Lviv to double the number of conversions and reduce its cost. The use of relevant keywords, responsive ads, extensions and remarketing lists ensured a steady increase in advertising efficiency and an optimal cost-benefit ratio throughout the year.

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