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Case: Advertising Campaign for an Online Business in the B2B Marketing Services Sector
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Case: Advertising Campaign for an Online Business in the B2B Marketing Services Sector

Work process

Problem and Client Request

The main task was to optimize advertising campaigns to attract applications from potential clients through Google Ads. The goal was to test different types of campaigns to achieve the most effective results with minimal costs.

Work process

Approach to Work / Strategy

  • Creating a Project Map: Preparing the campaign plan, defining goals.
  • Technical Assignment for Web Developer and Designer: Setting up conversion events and creatives.
  • Creating a Semantic Core and Clustering: Forming keywords for targeting.
  • A/B Testing: Conducting tests to determine the most effective campaigns.
  • Campaign Optimization: Making adjustments based on the results and statistics obtained.
Results obtained

Achieved Results

  • Conversions: 26
  • Clicks on the ad: 1765
  • Impressions: 33,026
  • Cost per conversion: 246 UAH
  • Cost per click (CPC): 3.63 UAH
  • CTR: 5.34%
  • Total spend: 6405 UAH

Campaign Analysis:

Campaign 1: Targeted Advertising

  • Conversions: 10
  • Cost per Conversion: 210 UAH
  • Number of Applications: 4

Campaign 2: Contextual Advertising

  • Conversions: 6
  • Cost per Conversion: 257 UAH
  • Number of Applications: 2

Campaign 3: SEO Promotion

  • Conversions: 5
  • Cost per Conversion: 297 UAH
  • Number of Applications: 1

Campaign 4: SMM Promotion

  • Conversions: 5
  • Cost per Conversion: 320 UAH
  • Number of Applications: 2

 

Advertising Campaign Strategy:

  1. Search Advertising: Initially, phrase match was chosen for the keywords to increase relevance and reduce the cost per click. However, due to the high market competition, the strategy was switched to broad match, which allowed for more traffic at a lower cost.
  2. Maximum Efficiency Campaign: The campaign focused on maximizing efficiency showed good results, with 6 conversions and a low cost per conversion of 110 UAH, making it promising for further scaling.

 

Search Query Analysis:

  • The report on search queries showed that more relevant keywords in phrase match campaigns generate more applications at a lower cost.
  • After switching the strategy to broad match, a larger volume of traffic was generated, but the applications were not as relevant.

 

Conclusions:

  • Scaling: It is recommended to increase the budget for campaigns using phrase match, as they showed the best results.
  • Optimization: To further increase the number of applications, it is important to continue optimizing and improving the relevance of ads and keywords.
  • Testing New Audiences: Maximum efficiency campaigns require more detailed testing to achieve better results.
Input data

Summary and Advertising Calculations

Lower budget limit: 19,600 UAH (500$)

  • Number of applications: 78 per month
  • Number of applications per day: 2-3

Upper budget limit: 39,200 UAH (1000$)

  • Number of applications: 152 per month
  • Number of applications per day: 5-6