How we increased metal sales with Adwords
Industry
- Kharkiv
- May 2017 – January 2018
CLIENT
Metal depot in Kharkov. At the beginning of May 2017, a client contacted us for contextual advertising.
PRODUCT
Pipes, galvanized sheet, rolled metal, metal angle, I-beam.
A task
- Increase sales.
- Increase the number of downloads of the price list for rolled metal products.
- Increase brand loyalty.
ADVERTISING CAMPAIGN SETUP
To solve this problem, advertising campaigns were created on the search and remarketing.
01
Search campaigns set up
Initially, the search campaign was set up for all categories of the site, for full coverage and collection of statistics.
02
Geographic targeting
The targeting of the advertising campaign was set to Kharkiv and the region, for people who are located or are interested in this location.
03
Advertising campaigns set up for the display network
In addition to advertising on the search, remarketing was set up to return potential buyers.
04
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.
05
Adjusted rates
Based on Google Analytics statistics, bid adjustments were set for device types and by time.
06
Linked to Google My Business account
To show ads like "Addresses" A link has been set up with a Google My Business account. In addition to "Addresses" ads, it was also possible to add an address to search ads, which increased CTR.
WORK ON CAMPAIGN
01
Changed the structure of search campaigns
Using sales data from the site, unprofitable ad groups/categories of the site were disabled. Profitable keywords have been converted into SKAG campaigns to fine-tune and increase quality for specific queries.
02
Rate Adjustments
Bid adjustments have been made based on time targeting and device types.
03
Selected audiences of site visitors for ad targeting
Different user audiences have been set up in Google Analytics in order to show ads more targeted to interested users
04
Rate Adjustment
Throughout the campaign, experiments were made with bidding strategies. The bidding strategy "Maximum Conversions" shows the greatest efficiency.
Results
Number of clicks
21 038
Cost per click
UAH 40,022.60
CTR
13.17%
Average CPC
1.92 UAH
Orders from the site
49
Price downloads
420
