Case of a manufacturer of finishing materials - ROI on search 392%, branding 115%
Interior Design
- Ukraine
- October 2017 - January 2018
CLIENT
The company is a manufacturer of liquid wallpaper. At the beginning of 2017, a client contacted us for contextual advertising. In addition to the standard task of increasing sales, it was also necessary to increase brand awareness.
PRODUCT
Decorative plaster
Tasks
- Increasing brand awareness in the Ukrainian market.
- Increase online sales.
- Increase brand loyalty.
ADVERTISING CAMPAIGN SETUP
To solve this problem, advertising campaigns were created on the search, in the contextual display network and remarketing. Campaigns were also divided by geotargeting, and ad groups repeated the structure of the site. Set up automation and e-commerce for data collection and analysis.
01
Search campaigns set up
Search campaigns were divided into 3 categories - with targeting for the whole country, without Kyiv; targeting only Kyiv; targeting competitors.
02
Geographic targeting
Targeting for the whole of Ukraine consisted of 150 locations, excluding Kyiv and the region. The Kyiv-targeted campaign included two locations (Kyiv and its region) and excluded the rest of Ukraine.
03
Advertising campaigns set up for the display network
To increase brand awareness, campaigns were set up on the Display Network for various audience targeting, keywords and placements.
04
Selected audiences of site visitors for ad targeting
Different user audiences have been set up in Google Analytics to better target ads to interested users.
05
Remarketing set up
Advertising campaigns for regular display network remarketing and search remarketing have been set up.
06
Rate Adjustment
Based on Google Analytics statistics, bid adjustments were set for device types, time and geotargeting.
07
E-commerce set up
To evaluate the results of the advertising campaign, an advanced e-commerce setup was carried out.
WORK ON CAMPAIGN
Many adjustments were made throughout the campaign to increase its ROI.
01
Brand queries
With an increase in brand awareness, the number of brand queries for which competitors began to advertise increased. By launching our own campaign for branded queries, we managed to achieve the maximum orders at the lowest price.
02
Changed the structure of search campaigns
Using the method of A / B (alpha-beta) & nbsp; campaigns, the most effective keywords were identified, which make up the current campaigns. Ineffective words have been weeded out.
03
Rate Adjustments
Having received statistics on the most profitable regions, devices and time, appropriate adjustments were made. Demographic-based bid adjustments have also been made.
04
Campaign Filtering
In addition to the standard work with negative keywords in the search network, work was carried out to screen out ineffective sites in the display network.
05
Selected audiences of site visitors for ad targeting.
Different user audiences have been set up in Google Analytics to target ads to more interested users. Thanks to the collected statistics, it became possible to set up impressions on abandoned carts in remarketing campaigns.
06
Rate Adjustment
Throughout the campaign, experiments were made with bidding strategies. Position-based bid adjustments, which were implemented through AdWords scripts, were the most effective.
07
E-commerce set up
To evaluate the results of the advertising campaign, an advanced e-commerce setup was carried out.
08
Dynamic Remarketing
Set up dynamic remarketing for site products. This type of remarketing turned out to be more cost-effective than usual.
09
Video campaigns set up
To increase brand awareness, video campaigns were set up on YouTube, Display Network sites, and video remarketing. For advertising, videos of 6 and 30 seconds were used, with different bidding strategies.
SEARCH ADVERTISING RESULT
Number of clicks
15 349
Cost per click (search)
UAH 32,600.18
Average CPC
3.69 UAH
Number of orders from advertising
125
The cost of all orders from the search
UAH 127,707.75
Search advertising ROI
392%
BRANDING
Number of banner and video impressions
3 389 792
Consumption
UAH 21,714.87
Number of interactions
54 173
Average cost per interaction
0.685 UAH
Assisted Conversion Cost
UAH 25,003.93
Profitability of branding campaigns
115%
