Background information
Client: Fiberglass Equipment Manufacturing Plant
Geography: All of Russia
Goal: Equipment requests, B2B
Goal
Tasks
- Working out semantics.
- Clarification of semantics.
- Working with landing pages.
- Setup advertising campaigns in Yandex Direct and Google Ads.
- Control of the campaign and its adjustments.
Progress of work
The task was to ensure the flow of leads to complex engineering equipment. The company already had contextual advertising, but its specialists could not get more requests without a significant exit from the advertising budget. The average contract receipt starts from 1 million rubles, often 2-5 million rubles.
The semantic core was carefully assembled, minus words were selected, and negative word operators were used to separate private clients – the non-target segment (dachas, private homes) from corporate clients. As a result, net targeted traffic was obtained, and bids were raised for greater audience coverage.
Thanks to deep analytics using Yandex. Metrica, A/B testing of ads and landing pages was carried out.
As a result, the effectiveness of the advertising campaign has increased, the overall budget has decreased, and the number of requests has increased.
