Case study on contextual advertising

Project description:

Region targeting: Zaporizhzhia.
Advertising networks: Google.
Promotion period: 36 months.
Limitations: small budget.
Advertising format: search advertising, display advertising, remarketing.

Task:

The main goal is to attract targeted visitors to the dentistry website. To achieve this, search campaigns were set up in Google Ads (Google Adwords), campaigns in the Display Network, and Remarketing. Prior to this, SEO optimization of the website was conducted to attract visitors from organic search results.

List of tasks completed:

SEO audit of the website and SEO optimization prior to setting up advertising campaigns.
Compiled a list of target queries to attract only relevant traffic.
Detailed refinement of the negative keyword list.
Queries were divided into hot and warm categories. Hot queries included phrases with higher visitor interest in dentistry services, i.e., those containing words like price, city name, address, phone number.
Created ads, 2 for each key phrase. Dynamic headlines were used in one of the ads to improve CTR.
Extensions to ads were created.
Campaigns were set up in the Google Display Network and Remarketing campaign to attract visitors who had previously visited the website.

Results:

35 visitors

The beginning of promotion – 35 website visitors per month from all sources.

130,000 visitors in total

Over the course of 36 months of promotion, there were 2700 users from advertising per month and 2500 users from search engines per month.

Conclusions:

Over the specified period, Google Ads (Google Adwords) advertising campaigns accounted for 42% of all website traffic. The average cost per click is 1.5 UAH (0,05$).

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Case study on the promotion of the dentistry website

Setting up and managing contextual advertising for a dentistry website in the city