Problem Statement and Client Request
The primary task was to optimize advertising campaigns to attract leads from potential customers and assess the presence of an audience for logistics services. The goal was to generate conversions with maximum cost efficiency.
Approach and Strategy
- Project Roadmap Creation: Detailed campaign planning and defining key objectives.
- Brief for Web Developer: Configuring conversion tracking and analytics to monitor results.
- Testing Advertising Campaigns: Launching two types of campaigns to evaluate key queries using broad and phrase match.
- Daily Reporting and Optimization: Preparing daily reports and making real-time adjustments to maximize efficiency.
Achieved Results
- Conversions: 28
- Clicks on Ads: 94
- Impressions: 728
- Cost per Conversion: 176 UAH
- Cost per Click (CPC): 52.45 UAH
- CTR: 12.91%
- Total Spend: 4,926 UAH
Campaign Analysis
Campaign 1: Leads-Search-1 (Phrase Match)
- Conversions: 20
- Cost per Conversion: 196 UAH
- CPC: 6.08 UAH
- CTR: 13.15%
Campaign 2: Leads-Search-1 #2 (Broad Match)
- Conversions: 8
- Cost per Conversion: 497 UAH
- CPC: 6.08 UAH
- CTR: 10.35%
Advertising Strategy
- Search Campaigns: Launched two campaign types using phrase and broad match to test effectiveness.
- The phrase match campaign showed the best results, with a lower cost per conversion and a higher CTR, making it the primary choice for scaling.
- The broad match campaign generated more traffic but at a significantly higher cost per conversion.
Search Queries and Relevance: Analyzing the search query report was a crucial part of the strategy. This helped identify which specific queries led to conversions, allowing for further campaign optimization.
Lessons and Improvements
Phrase match targeting proved to be more effective compared to broad match, making it the leading strategy.
Ad quality significantly impacts conversions, as confirmed by high ad optimization scores.
Scaling phrase match campaigns is necessary to achieve better results at a lower cost.
Client Feedback
The client appreciated the campaign’s effectiveness, particularly the high conversion rate at minimal cost per click. Based on the positive results, they decided to continue working in the same direction and increase the budget for the most effective campaigns.
Recommendations for Other Businesses
For logistics and delivery businesses, precise targeting through phrase match search campaigns is essential.
Search query optimization: Continuous testing and refinement of keywords are crucial for achieving better results.
Scaling successful campaigns with high conversion rates and low cost per lead should be a priority to increase sales volume.