Содержание

1654

Content

1654

Google Case: brand promotion using Google Ads in the US market

28.07.2022

4 min

easy

Service: paid advertising in Google Ads.

Client: Manufacturer and online store selling ergonomic baby carriers (kangaroos)

Region: USA.

Costs: $1,730 within three months

Result: About 20 transactions per month from Google/cpc, the same number of assisted conversions from Google ads, average ROAS from zero to over 400% per month.

A task:

The client turned to the agency as a Google partner for help in optimizing existing campaigns that did not bring any result. He has a good website that converts from other sources (organic traffic, social media ads); set up e-commerce in Google Analytics; a marketer is constantly working on the site itself, new chips are being tested.

The competition in the market is high, the price of the product is above average, which is justified by the unique selling proposition.

It is interesting to work with such clients: the family business, which has grown into a large-scale production, is constantly working on the website and product. The client is ready to make contact and welcomes proposals for further development and changes in strategy and campaigns.

A few words about the product. It is 100% made for people: with love for parents and children. The ergonomics of the backpack lies in the correct form for planting children, which does not harm their joints and does not interfere with proper growth and development. A wide belt and straps do not bend the spine of parents, reduce the load and the likelihood of back pain. 6-9 different variations of this convertible backpack allow you to choose the most comfortable position for yourself and your child, depending on the configuration of the product.

Work progress:

  • Search Campaigns

Initially, we audited the account. And we saw that 2 campaigns are working – a search and a video campaign on YouTube.

At the same time, there are many stopped campaigns dedicated to various holidays and events (Black Friday, Christmas, etc.). $620 was spent in one month… And not a single transaction!

The reasons:

There were few keywords in the search campaign, they were broad match. There was a mess in the search queries: there were not many targeted queries, the rest were irrelevant, for similar products (slings, strollers). That is, the first thing the PPC specialist did was to change the campaign settings, collect new keywords using the Google Keyword Planner, collect negative keywords using the Google Keyword Planner and the Ads report on search queries.

In addition, added extensions such as: callout extensions, links, prices, structured descriptions.

We also decided to divide the search campaign into 2 (separate the commercial keywords for which the probability of conversion is maximum into a separate campaign, and collect the rest in the second campaign).

  • Display Campaigns

The YouTube campaign didn’t work. It was replaced with a Display Network campaign targeting target and near-target words.

Next, we created audiences for remarketing, since this product does not belong to the category of impulse purchases, respectively, the absence of such a campaign was a significant omission.

The text of the ads in all campaigns included the client’s USP – the product is made in Switzerland, the unique development and design of this kangaroo model is approved by the International Institute of Hip Dysplasia, that is, it is safe for the child and also convenient for parents.

As a result, the CTR and Quality Score increased, moreover, after these changes, 3 conversions were received over the next week.

  • Shopping Campaigns

The next step was to create a shopping campaign. The advantage of this campaign is that the ad immediately shows the photo of the product, description, price, store name. For a potential client, there is no surprise in the price or appearance of the product, he understands why he goes to the website, and is more interested.

Moreover, in combination with text ads, shopping ads can be a good addition. Below is a screenshot from the Preview, which shows the client’s ad in the first position and his product ad to the right of the search results.

shopping campaigns

The client’s website was created on the Shopify platform, which is quite popular in the USA. A light interface allows an internet marketer to make changes to the website without the help of a programmer. Apps (paid and free) are a convenient addition to Shopify, for a PPC specialist, the Google Shopping app will be useful, which automatically creates a data feed for the Merchant Center and updates it on its own.

At the moment, most applications come from brand requests. There are 6 campaigns running:

  • search (commercial keywords);
  • search remarketing (separate ads for those who have already been on the website and are looking for this product again);
  • remarketing in the Display Network;
  • two shopping campaigns by state
  • A video campaign with the Shopping subtype that displays Google Merchant Center product cards while watching an ad.

Conclusion:

The client came with a customized ad campaign that had a lot of errors and didn’t bring in conversions. For 3 months, the result of a return on investment in advertising of more than 400% was achieved using the wide functionality of Google Ads and a properly built strategy. As originally planned, promoting the brand through Display Network ads and a YouTube video campaign resulted in an increase in brand searches.

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Минимум слов. Максимум дела.

В одном письме в месяц

  • Только важные новости
  • Самые свежие статьи
  • Актуальные вакансии

В версии 3.0.0

  • новые сервисы: Ubersuggest (NeilPatel), Spyfu и другие;
  • автосохранение списка минус-слов в рабочей области;
  • авторизация для хранения данных в аккаунте;
  • списки типовых минус-слов;
  • возможность хранить пользовательские списки минус-слова в расширении для дальнейшего применения в аккаунте;
  • англоязычный и русскоязычный интерфейс.

Основные комбинации

  • LeftMouseClick для добавления слова, повторное нажатие - для удаления
  • LeftALT + LeftMouseClick - для сбора фраз
  • LeftALT + S - для поиска слов

In version 3.0.0

  • new services: Ubersuggest (NeilPatel), Spyfu and others;
  • autosave of a negative keywords list in the workspace;
  • authorization for storing data in the account;
  • generic negative keyword lists;
  • the ability to store custom lists of negative keywords in the extension for further use in your account;
  • English and Russian interface.

Key combinations

  • LeftMouseClick to add a word, press again - to delete
  • LeftALT + LeftMouseClick - to collect phrases
  • LeftALT + S - for words searching

В версии 2.0

  • 2 режима выдачи ключевых слов:
  • быстрая выдача - аналогична выдаче Google Planner, но найденные результаты включают каждое слово из введенной в поиск фразы;
  • полная выдача - расширенная выдача, которая включает поиск по дополнительным релевантным фразам, но найденные результаты также включают каждое слово из введенной в поиск фразы.
  • Обновленный файл выгрузки ключевых слов Excel:
  • выгрузка локаций в удобном формате для загрузки в Editor;
  • обновленный шаблон для создания объявлений.
  • Полный список локаций.
  • Группировка отчетов по проектам.
  • Устранена ошибка с задержкой в 30 секунд.
  • Новые фильтры для получения релевантной выдачи.
  • Копирование минус-слов.

In version 2.0:

  • 2 modes of keywords search result:
  • quick search result - is similar to one of Google Planner , but the results found include every word of the phrase entered in the search;
  • full search result - extended search result that includes search on additional relevant phrases, but the results found also include every word of the phrase entered in the search.
  • Updated Exces Keyword Upload File:
  • uploading of locations in a convenient format for uploading to Editor;
  • updated template for creating ads.
  • Full list of locations.
  • Grouping of reports on the projects.
  • Fixed an error with a delay of 30 seconds.
  • New filters for getting relevant search results.
  • Copying of negative keywords.

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1.Кликов 259, показов 3 515. Чему равен CTR?
2.Заходов на сайт 874, конверсий 16. Чему равен коэффициент конверсии?
3.Что такое СРА?
4.CTR 4,03%, кликов 240. Чему равно число показов объявления?
5.Затрат 20 158, конверсий 63. Чему равна стоимость конверсии?

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