Setting up PPC for a transport company

Target

Optimize old campaigns so that they start bringing more conversions.

Main work:

• Uploading all requests from running campaigns
• Checking the relevance of search results
• Cleaning up inappropriate requests
• Assignment of less converting requests to separate groups for testing launches with a minimum price (or further disabling)
• Division into logical groups
• Addition of new requests (last priority)
• Analysis of competitors’ search ads
• Creation of unique headers for all created groups (with elaboration of the occurrence of keys)
• Drafting 4 descriptions for each ad group to clarify information about the company
• Creating display links for each group
• Drafting clarifications
• Creation of Quick links and their descriptions

During the analysis, requests were found in the format:

Delivery from China, which does not exactly involve cargo transportation, but rather the delivery of parcels, or delivery from online stores, which is an inappropriate topic.

A number of deficiencies were also discovered in the Headings and Descriptions (the fact that they did not contain the main words from the queries, so the optimization of the companies was about 35-40%).

The decision was made to create companies from scratch, with detailed step-by-step development of GEO.

Work plan for 1 month:

• Global check of company settings
• Uploading all requests from running campaigns
• Checking the relevance of search results
• Cleaning up inappropriate requests
• Assignment of less converting requests to separate groups for testing launches with a minimum price (or further disabling)
• Division into logical groups
• Addition of new requests (last priority)
• Analysis of competitors’ search ads
• Creation of unique headers for all created groups (with elaboration of the occurrence of keys)
• Drafting 4 descriptions for each ad group to clarify information about the company
• Creating display links for each group
• Drafting clarifications
• Creation of Quick links and their descriptions

Auction Statistics – +43.19%

CTR of requests is above 20%

The cost of clicks has been reduced – from $1.89 to $1.67 – the price has been reduced by 20%

Click statistics – from 20-23 clicks per day to 44-47 clicks per day – an increase of 50%

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