4.8 times increased conversion from contextual advertising

cases

Google Adwords Case: Increased contextual conversion by 4.8 times

Service: Contextual advertising
Client: ACCOUNT
Topic: Law firm
Region: Moscow and Novosibirsk, Russia
Campaign duration: 4 months
Monthly budget: 2200$ (including agency commission)

 

About the client

Law firm Account provides legal services in Moscow and Novosibirsk

Tasks

  • Increase in the number of orders
  • CPO reduction

Tools

  • Web analytics (Google Analytics; Yandex metric), heatmaps
  • Google Adwords (Search and Display Ads)
  • Similarweb
  • Budget forecast in Yandex.Direct

 

RESULTS OF OUR PROJECTS

Every day, we help businesses grow online and find customers faster by implementing marketing and technological tools.
We have increased our profits and brought more than 3,000 websites to the leaders of the topic. The average conversion of our customers reaches 14%.

 

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Baseline

The law firm Account has applied to set up contextual advertising both in Yandex.Direct and in Google AdWords.

was chosen as a priority topic

 

Before Start

For each of the topics, a map of thoughts was compiled with the subsequent collection of the semantic core. All requests with a low frequency were grouped to prevent the status of “low impressions” in Yandex.Direct

 

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Thought Map

 

After grouping the requests, ads were carefully written for each group, without using templates. Thus, by the start of the campaigns, an excellent CTR of ads in the search was received. In addition, separate retargeting and remarketing campaigns were created for each topic in both AdWords and Yandex.Direct, campaigns were created in YAN and CCM.

Start advertising

At startup, it was possible to determine that the optimal budget for the day was 20,000 – 30,000 rubles. With severe restrictions on the daily budget, an increase in the price of applications began. As a result of this, a standard ad display was set up with further adjustment of hourly rates. It was revealed that “Turnkey” prefix turned out to be one of the best selling additives. Due to this, ads have been redesigned

Monthly Results:

First month of Google Analytics

 

After the first month, the main features of the campaign were revealed:

1. Conversion rates when getting into the guarantee immediately worsened the statistics for the day

2. Displaying ads on weekends brought too expensive Conversions. Downward adjustment was made

 

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Weekend Conversions


3. According to demographics, it was revealed that the conversion was brought by an audience of 25-44 years old

 

rrrrr Age adjustment

Age adjustment

 

Age adjustments have been made

 

еееееСравнение первого и третьего месяца

Comparison of the first and third month

 

Topic changes:

In September, it was decided to change themes in favor of more profitable ones. It was revealed that cheap topics such as the participant’s exit from the LLC, the introduction of changes, gave a small profit. It was decided to redirect funds to the liquidation of the LLC and the registration of the LLC. Since the topics are expensive, it was decided to maintain the price for the appeal with the same number of requests. To save the cost of applications, it was decided to redistribute the budget towards AdWords, since there are cheaper applications

 

ppppp  September and October comparison

Comparison of September and October

 

As a result of the campaign, we have the same number of requests as at the start, but with more profitable returns with a slight increase in price. Further development of the campaign has already been outlined and will be aimed at expanding towards civil law

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