Flower Shop - setting up contextual advertising
Client: Flower Shop
Geography: Republic of Belarus
Goal: Requests for flowers and bouquets
Sites:
http://pervo-cvet.by
http://florastar.by
Goal
Tasks
- Collecting semantics.
- Creating a semantic core.
- Discuss priorities with the customer.
- Setting up ad campaigns.
- Installation of lead magnets and conversion forms.
Progress of work
It was necessary to develop contextual advertising from scratch. We have developed an advertising campaign that consists of more than 100 ads for different product ranges.
Keywords are shown in the "readable" view. Thanks to this, we were able to use the header template in our ads. As a result, the ads were highly relevant to key queries and the CPC was reduced.
We collected negative keywords with special care, which allowed us to cut off non-targeted clicks or click-throughs with an unclear user's goal.
In the contextual advertising settings, we applied bid adjustments to:
- Mobile and desktop devices;
- Gender and age.
Applied geo-location adjustments using Yandex audiences. This allowed us to get more hot clients without exceeding the budget.
To collect statistics, we used UTM tags to correctly track ad performance and send information about the lead source to CRM.
Each ad is duplicated by the mobile version of the ad, so that it is displayed correctly in the mobile search results.
Remarketing and retargeting were set up to return users. We were able to return users who put an item in the shopping cart but didn't complete the order.
