Case study on contextual advertising

Project description:

Region: Ukraine.
Advertising networks: Google.
Promotion period: 9 months.
Ad formats: search advertising, media advertising, remarketing.

Task:

The wallpaper store sells high-quality branded wallpapers, but not through the website, but through salons in the city. The task is to attract targeted traffic, and conversion is counted when a visitor wants to know the phone number or address of the salon by clicking on the corresponding button.

List of tasks completed:

A list of targeted keywords has been compiled to attract only relevant traffic.
A comprehensive list of negative keywords has been elaborated.
Search campaigns have been created for each category on the website and separately for each city where the stores are located.
Advertisements have been crafted, with 2 for each key phrase. Dynamic headline testing has been applied in one of the ads to improve CTR.
Ad extensions have been set up.
Campaigns have been created in the Google Display Network and Remarketing campaign to attract visitors who have previously visited the site.

Results:

68,000 visitors

6,335 conversions over 9 months of promotion

Conclusions:

On average, the website receives 30 conversions per day. The cost per conversion is 17 UAH. During the specified period, Google Ads (Google Adwords) advertising campaigns accounted for 36% of all website traffic.

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Wallpaper Store Promotion Case

Setting up and managing contextual advertising for a wallpaper store website