Customs broker advertising case - 100 leads from landing page
Transportation and logistics
- Kharkiv, Kyiv, Dnipro
- August 2017 – January 2018
Client
The company is a customs broker, provides transportation services, customs clearance, customs warehouse, warehouse for safekeeping, and also works as a duty-free shop
Tasks
- Increase the number of deals
- Increase company loyalty
- Improve brand awareness
Work plan
To solve the task, we planned to create advertising campaigns on search, on the display network and remarketing. Also, the campaign is planned to be divided by geotargeting so that the ad groups repeat the structure of the site.
Setting up an advertising campaign
01
Search campaigns set up
The search campaign is divided into separate company services. Also, advertising campaigns were duplicated for individual locations.
02
Rate adjustments based on weather data
This ad campaign uses position-based bid adjustment.
03
Rate Adjustment
Based on Google Analytics statistics, bid adjustments were set for device types, time and geotargeting.
04
Analytics set up
To analyze the effectiveness of the advertising campaign, goals were set up to account for orders from the site.
05
Geotargeting
In the geotargeting of the advertising campaign, all regions, regional centers and large cities of Ukraine were used. The display was made to users who were physically located in a certain location, and to users who were interested in it. This setting had a positive impact on site conversions.
We launch effective advertising campaigns
Order advertising
WORK ON CAMPAIGN
Many adjustments were made throughout the campaign to increase its ROI.
01
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 were separated into separate SKAG campaigns. If there were no further conversions, these keywords were removed.
02
Campaign Filtering
Negative ad campaign keywords were added at the ad group level as it was easy to disable showing effective keywords when using the shared library/campaign level.
03
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.
04
Rate Adjustment
Thanks to the integration with OpenWeatherMap API, it was possible to maintain high positions of ads in unfavorable weather conditions, that is, when the product was most searched for.
05
Remarketing
Upon reaching the maximum budget in the search network, remarketing was set up to increase the number of orders even more.
Result
Number of clicks
3404
Cost per click
21 654 UAH
CTR (on search)
11.24%
Average CPC
5.83 UAH
Number of orders from advertising
98
The cost of one call
216.54 UAH
