Promotion case for website contextual advertising

Therefore, it was suggested to reconfigure the contextual advertising campaign. After collecting KeyWord, we identified 14 main groups of search campaigns for the client that needed to be adjusted. Campaigns were divided by geography, type, topic, targeted and non-targeted (informational and conversion). There were 14 campaigns in total. We set up group matching by phrase and launched the campaign. As a result, on the first day, we received 1 lead and opened 9 hryvnias.

Since the client was from the city of Kryvyi Rih, where the demand is not particularly great, at the launch on the second day, the lead turned out to be 9 hryvnias. We realized that something was wrong, Facebook didn’t like the fact that we launched a phrase-matching campaign. I changed it to a wide one and collected even more minus keys, launched an ad, but the opening was still bad. It was decided to make one campaign with a wide type of correspondence, with the addition of a huge number of negative phrases with non-targeted keys of a different nature. During the launch process, we did not transfer targets.

The client’s website did not contain a thank you page and, unfortunately, we could not influence the correct writing of the code. As a result, it did not work, so it was suggested to make a thank you page in which to integrate the conversion code in Google Ads. It transmits faster conversions and thus it is easier to control the opening of an advertising campaign than through Google Analytics.

After the launch, we immediately got the first results, the leads went well, and we received 2 leads and spent up to UAH 200. The cost per lead was around 90 hryvnias.

After determining the quality of these leads, it turned out that several had already made an advance payment and turned out to be customers, so we continued to cooperate. Our goal was to beat all competitors’ bids, be at the top and get a lot of clicks. We scaled the campaign and raised the daily budget, but the number of leads was zero on the first day. The client’s goal was to receive 4 clients per day, that is, 100 potential clients per month. When scaling the campaign, we stopped getting leads at all, even though when we checked the forms, website, and advertising, everything was fine. It turned out that during the holiday period, seasonality is very important and sometimes there are days when people are interested in the event but do not submit applications. Such a process is very difficult to control with the help of contextual advertising. To get more leads, you need to attract other sources of traffic, for example, Facebook and Instagram, which is what we did. When the client came, the cost per lead was around 90 hryvnias, he received 4 leads and opened about 400 hryvnias. When we open, we see that the cost per lead is 156 hryvnias. The price is approximately 120 hryvnias since there were no conversions at the beginning.

The advertising campaign showed what keys the client came by. If he did not have the goal of increasing the scale of leads, it would be possible to reduce the cost per lead to 60 hryvnias and optimize it. With this company, where 70 keys already work 7. By including only these key requests, the client would already save money. Now the main task is the scaling of the advertising campaign, and the definition of new key phrases, which is why it is still too early to optimize. By all the possible methods that we use, we check keywords and add to the minus words those keys that are unlocked by non-targeted requests.