Initial Situation
The client had utilized all conventional customer acquisition methods: outdoor signage, advertising in local newspapers, and distributing flyers. However, sales didn't reach a level that would cover all expenses and generate profit. Therefore, the client decided to launch an advertising campaign on Google with our help.
New Strategy
- Set up Search and Display campaigns in Google Ads;
- Increase the number of calls and orders through the shopping cart;
- Expand the coverage of impressions for the target audience in priority product categories;
- Work out advertising according to seasonal demand for product categories;
- Bid monitoring and campaign optimization during the support process;
- Preparation of original banners in the brand's style.
Increasing brand awareness
- Launching of banners. Initially, the decision was made to focus on display advertising. For all advertised sections, we created original banners in all popular formats.
- Setting up search advertising. A broad semantic core was collected to maximize the reach of the target audience. For each landing page, including medium- and low-competition sections (e.g., product selections by manufacturers), separate ad groups were created to increase relevance and, as a result, improve conversion.
- Clear account structure by product groups was created for convenient click cost control and reporting. At the start, negative keywords were manually collected for each product group, and our ready-made libraries were used to reduce the likelihood of showing ads to non-target audiences.
- Ad management. In the process of management, we expanded the advertising campaign by creating several new banners and adding new product categories. As a result, we were able to optimize the budget by expanding the list of negative keywords and disabling low-performing ad placements. It is worth noting that search has proven to be more effective than banners. However, the latter still work, attracting new audiences.
Success
The Results
+87.37% share of all impressions for the advertised topics in Google search
$0.05 average cost per click for ads
480,000 impressions and 20,000 clicks for key sections in search
Conclusion
Thanks to well-configured Google advertising, we helped the client increase sales and attract new customers, which in turn solved the main problem of covering expenses and started to generate profit.