Case on PPC of the site of cargo transportation from Ukraine to Russia

About the client

	The Quick and Cheap website just created
	No performance metrics were tracked.

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

Incoming data

	Monthly budget for advertising - 5 000 UAH
	Geo-targeting - all Ukraine except Crimea, Lugansk, Donetsk
	Network - The Google Search Network
	Display time - 24 hours a day, until the daily budget is exhausted

	Placements - TOP 3
	Maximum cost per click limit - 4 UAH
	Tracking the performance of contextual advertising by leads
	Goal - Receive 10 calls a day

Priority tasks

	The correct setting for Google Analytics
	Create and set up a new Google Adwords account
	Linking your AdWords account to Analytics, importing account conversions

Project work

Collect all possible low and medium frequency keywords (close to 200) using Google Keyword, select and minimize high-frequency queries.

Four well-spelled ads with relevant offers and benefits - "First Order Discount - 10%", "Delivery from Kiev to Moscow 1-3 days", "24/7 Technical Support".

Managing bidding to reduce potential leads and increase conversion rates take place once a week.

Every 4-5 days, we work with search requests for search and add new relevant keywords to the ad campaign and delete irrelevant queries.

Bid strategy experiments.

Results

Account work has been ongoing since late November 2018 and until today.

As we can see, December was the peak of visitors activity through the whole New Year holidays. The ROI at that time was 518%, and in May, it was 716%. This has been achieved by continuously working with bids and ads and expanding the keyword list, and working with search remarketing. As a result, we have improved our advertising return by 38%. Also, the percentage of conversion on the site increased: in December, it was 35%, and in June, it was already 40%.

The percentage of traffic from our advertising campaign was 85% (data for May 2019), which means visitors get to the site primarily due to the work of our contextual advertising.

The percentage of potential customers from site visitors through contextual advertising also increased by 2.46%. This has led to an increase in ROI (ROI) with a reduction in advertising costs:

Conversions by cities of Ukraine:

As a result, contextual advertising provided:

	The most significant amount of traffic to a site
	High quality of traffic: according to the client, it is close to 10 calls a day, 2-3 of which end with transactions;
	Permanent "business clients" targeted by these ads.

Further development plan:

	Run remarketing on Display
	Experiment to increase your average search position and analyze the potential impact on potential leads
	Launch of search advertising and RFA campaign in Yandex.Direct