Case on contextual advertising of a site for the sale of walkie-talkies

About the client

	Templated website on the Tiu.ru platform.
	No performance metrics were tracked.

	Google Analytics was not connected.
	There were no events and goals implemented.

Incoming data

	Monthly budget for advertising - 10,000 RUB
	Geo-targeting - Central region, Volga region, South
	Network - Yandex and YAN search network
	Display time - Monday-Saturday, 24 hours a day
	Placements - Does not matter

	Maximum cost per click limit - 300 rubles
	Tracking the performance of contextual advertising by leads
	Goal - increase sales of certain brands of radios for which an advertising campaign has been launched.

Priority tasks

	The correct Google Analytics settings
	Create and set up a new Yandex.Direct account
	Yandex.Direct Link with Google Analytics, Importing Account Conversions

Project work

Keywords collection not only by brands and models but also by their purpose - radios for fishing/hunting / WB/truckers, etc.

Write separate ads for computers and mobile phones with up-to-date discounts and prices;

As bids in Moscow and the region were 3-6 times higher than in other geo-targeting areas, so it was decided to split the campaigns;

Once a week, we manage bidding to reduce potential leads and increase conversion rates;

Every 4-5 days, we work with search queries to search for and add new relevant keywords to your ad campaign and minus irrelevant questions;

Experimenting for different campaign types - Remarketing, Dynamic Search Ads.

Results

Account work has been underway since late January 2019 up to nowadays.

According to the schedule, January was the peak of visitors' activity through the New Year holidays. As a result, the ROI was 120%, and in June, it was 708%. This has been achieved through constant work with bids and ads, expanding my keyword list, and working with new advertising campaigns. As a result, during the optimization time of advertising, we have improved the payback almost 6 times. Also, the application cost decreased from 186 rubles to 142 rubles. Thus,% of getting a potential customer from a click increased from 0.34% to 1.02%.

Also, as an experiment, we launched a Dynamic Ads campaign and Remarketing in the RFA, which brought in almost as many conversions as the Search campaign, but with 2 times fewer costs.

The benefits of dynamic ads are that they form their own query list for each product. And even if we had "Low Impression" requests in the ad group, this wasn't a problem for the dynamic ad campaign, and the ad was showing. We used remarketing to "catch up" with those people who were interested in walkie-talkies, and we "caught up" their purchase discounts, provided we pay today.

Further development plan:

Account work has been underway since late January 2019 and until today.

Increasing branded radios;

Implementing an experiment to increase search position and analyze how it will affect the number of leads;

Run ads in Google Ads.