Background information
Client: Bankruptcy of individuals and legal entities
Geography: Vologda region
Goal
Tasks
- Thorough development of the semantic core.
- Customization of contextual advertising in Yandex Direct and Google Ads.
- Setting up contact forms and lead magnets. Setting up a quiz site.
- Manage and adjust your ad campaign based on the analysis of incoming traffic.
- Analysis of bids and competitors
Progress of work
We have compiled a broad semantic core for services. We clustered the core by campaign for better manageability.
We carefully collected minus-keywords, which allowed us to cut off non-targeted clicks, or clicks with an unclear user goal.
In the contextual advertising settings, we applied bid adjustments to:
- Mobile and desktop devices
- Gender, age
- Number of sessions per site
- Segments that were identified during ad campaigns
To collect statistics, we used UTM tags to correctly track ad performance.
Each ad is duplicated by the mobile version of the ad, so that it is displayed correctly in the mobile search results.
We developed a quiz site where we returned customers who did not leave a request on the first visit to the site.
Proper setup and adjustment of the campaigns in Yandex Direct and Google Adwords allowed to real requests from clients in the first days of its work. After a month of maintenance, the cost of the client decreased by 2 times and continues to fall.
