Kamdeo.ru

Камдео.рф

Spare parts for special equipment

Objective: To increase the number of requests-calls and try to reduce the average. cost per conversion, with the same budget.
Average conversion per request/call - 7.2%
Average CPC - 2.42$
Application/call price - 8.85$

Step 1: It is very important to determine what is wrong with the current advertising campaign and why there is no desired result. We did an audit and realized that there are a lot of unfinished basic things in setting up current RK. The main ones are:

Added a small number of minus phrases
Missing: clarifications, 2nd heading, display link (which directly affects the CTR of ads)
The semantic core was randomly scattered across all campaigns (it is impossible to manage campaigns normally)
1 Dynamic Ads campaign was also launched, but in this campaign, the bounce rate in the metric was about 80%

Step 2: We decided to set up from scratch. Having worked out a completely semantic core, breaking it down by spare parts brands.

Step 3: The monthly budget was set at ~180 $ (excluding VAT) for Yandex.Direct and 180 $ for Google Ads.

Step 4: To set up contextual advertising, we carried out a number of actions:

The semantic core was divided into directions
Wrote full-fledged ads, added several options to the Search
Added coverage in YAN using new pictures and creatives
Launched a retargeting campaign
Adjusted bids based on the new display strategy