Promotion began on 1.03.2022 and was conducted to this today.
At the beginning of work, advertising brought 1,734,261 new users to the site, the account brought 30,745 conversions. (Transactions are taken as conversions).
An audit was conducted prior to the start of the project, which revealed the following shortcomings:
● Tracking off-target actions and duplicating conversions.
● A large number of informational requests
● Search-type advertisement campaigns had a large number of ad groups, which is why not all of them received impressions.
● Keywords were not grouped and were used in a in a broad match type with a modifier.
● Badly processed lists of negative keywords, and also in the account there is an RC where no lists of negative words were added at all, which led to significant overspends with a high budget
● Remarketing in KMS was not established

The goals we have set for ourselves:
● Eliminate duplicate conversions.
● Bring relevant commercial traffic.
● Increase the number of orders.
● Scale overall metrics and increase conversion rates.
● Expand semantics.
● Develop and expand the list of keywords and negative keywords.
● Segment keywords into groups.
● Set up search remarketing.

In the first month of work, advertising brought 458,225 new users to the site, the account brought 3,505.80 conversions, 1,257.97 of which were Transactions and 1,358.83 were Binotel / Answered calls.
With a total budget of almost UAH 454,907.96/month, the company received 3,505.80 conversions. Based on expenses, the cost of 1 conversion was 129.76 UAH. The conversion rate was 0.76%
At this stage, we began to disable non-targeted actions that were attributed to conversions. The following things were gradually disabled: Local actions - routes, click-calls from maps, and calls from ads from Smart Campaigns. This resulted in 889 conversions in a month. Purchase tracking and dynamic Call tracking remained in the account.
In the future, work is constantly being carried out on the account to expand the semantic core, A/B testing of ads, testing different wording, UTP, benefits, constant processing of negative words, correcting the relevance of keywords, monitoring competitors, analyzing and optimizing the work of the account in order to increase the number of conversions and reduce the cost of them. Some of the very important steps were to scale the Performance Max campaign type for different targeting, segment products by price and put groups of products with the highest margin into separate campaigns.
The total account budget to date is almost 1,245,373.32 UAH/month.
At the same time, the number of conversions increased to 7,097.21 per month, and the cost of the request was UAH 175.47. The conversion rate is now 1.66%. In the conversion, they added Call Orders, Answered Calls, and Missed Calls. With such settings, target actions are tracked.
(All the given results are current as of 03/31/2023, the company name, website, and more detailed indicators cannot be issued due to the contract).
During the period of cooperation between the company and competitors, an independent audit of the account was conducted, and no critical errors were found. The advertising account strategy has proven to be effective.