The company "Fiksator Plus" is a manufacturer of protective layer fixators for reinforcement and a supplier of components for formwork systems.
Website: fiksatorplus.com.ua Read the review- Increase the number of orders
- Increase the number of calls
Before starting the collaboration, the company had not used contextual advertising, so the main goal was to turn contextual advertising into a stable source of orders.
Our first month of work yielded metrics that we could work on and optimize in the following months. To increase conversions, we focused on two areas:
- improving the website quality indicator;
- processing of low-frequency queries.
Since there were so many target keywords with a "Low Impressions" status, we created a Dynamic Search Action (DSA) campaign. Results were immediately visible, despite these changes occurring during a period of seasonal decline in demand for this type of product.
When launching search advertising for this project, we used broad match keywords and a broad match modifier. This match type allowed us to show ads for low-volume queries.
We noticed that the majority of traffic was driven by keywords related to rebar spacers and related construction products, with a smaller portion coming from keywords related to different types of spacers. Therefore, we restructured the account and divided campaigns into spacers and related products, such as formwork, formwork pipes, woven mesh, and PNSV wires. Since we noticed a lack of successful orders, we decided to discontinue advertising for this type of product.
Also, to increase brand awareness and attract repeat users to the site, the following was launched:
- GDN
- Remarketing
The GDN campaign was launched with a custom intent audience. Custom intent audiences are users who are actively searching for products or services. Based on the account's keywords, ads were shown to users who had previously searched for these products.
Using a remarketing campaign, we brought back users who had previously visited the site. Not all users submit a request after their first visit, so displaying this type of advertising increased the conversion rate.
This campaign uses 2 audiences:
- Everyone who visited the site within 30 days
- Users similar to those who converted
Over the course of a year, we were able to increase conversions by 6.7 times while maintaining a constant budget. Cost per click decreased by 1.7 times, and cost per conversion decreased by 3.4 times.
Each topic contains keywords with a "Low Search Volume" status that are still targeted by the company. There are two ways to display ads for these queries:
- dynamic search advertising (Google itself searches for keywords on website pages)
- Low Cost strategy: displaying ads for broadly relevant keywords at a bid significantly lower than that required to appear on the first page for the primary keyword.
For a dynamic search campaign, you also need to conduct internal SEO optimization of the site, since the campaign automatically searches for keywords on the pages specified in the campaign settings.
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Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
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