Post by account_disabled on Jan 23, 2024 4:44:34 GMT
Today we will analyze a very interesting and tough case of selling artificial Christmas trees through Google Ads in terms of terms and product. How can you not fall in love with those cherished 40 days of product seasonality and prevent the closure of local business proceedings for the next year. CONTENT Context and task Process Strategy for setting up advertising campaigns That didn't work well Context and task A client who had a specific niche - the sale of artificial Christmas trees - contacted me at the Emailix agency. The product is purely seasonal, so within 40 days it is necessary to sell the entire stock that was prepared during the year. There are clear and strict frameworks - an advertising budget and only 40 days a year when the product is relevant (let's call it a "seasonal window"). And if you don't get to the point during this period - losses for the whole year. There is no right to make a mistake.
Worked on the project: Oleksandr Kravets is the founder C Level Executive List of Rizdvo.ua . Maria Lo is a project manager from Emailix . Maryna Kolesnikova is a RRS specialist from Emailix. Specialists from Ringostat. Process We conducted an audit of last year's advertising campaigns. The budget was reallocated to the main campaigns and a part was allocated for tests before the main sales window. Moved all tasks to Trello, called every week + monitored daily during the seasonal window. All to keep your finger on the pulse. We built an exhibition center for customers in Dnipro and launched an online broadcast of the premises, which is especially beneficial during the quarantine period, in conditions of limited access to stores. Process Let's go through the strategy in detail and see what worked well and what didn't. We immediately write down what did not work after the test.
This will allow you not to waste time on ineffective actions in the future. Strategy for setting up advertising campaigns With the help of Ringostat, we started to track calls and analyze campaigns based on Call success conversion. Also added the Transactions goal. The advertising office worked on the "Maximum conversions" strategy. As we were getting between 500 and 800 conversions per month, the system had a chance to learn and optimize the cost per conversion. Search campaigns A DSA (Dynamic Search Ads) campaign was added to the account, which made it possible to receive an additional source of traffic that was not covered by the search campaign. The cost of conversion in this campaign was one of the lowest in the account - 211 UA. Search campaigns Also, for search campaigns in the first half of December, only conversion keys (with the link "buy, price") were left to work. All general requests, such as "Christmas tree, where to get a Christmas tree, Christmas tree for the new year", have been put on hold.
Worked on the project: Oleksandr Kravets is the founder C Level Executive List of Rizdvo.ua . Maria Lo is a project manager from Emailix . Maryna Kolesnikova is a RRS specialist from Emailix. Specialists from Ringostat. Process We conducted an audit of last year's advertising campaigns. The budget was reallocated to the main campaigns and a part was allocated for tests before the main sales window. Moved all tasks to Trello, called every week + monitored daily during the seasonal window. All to keep your finger on the pulse. We built an exhibition center for customers in Dnipro and launched an online broadcast of the premises, which is especially beneficial during the quarantine period, in conditions of limited access to stores. Process Let's go through the strategy in detail and see what worked well and what didn't. We immediately write down what did not work after the test.
This will allow you not to waste time on ineffective actions in the future. Strategy for setting up advertising campaigns With the help of Ringostat, we started to track calls and analyze campaigns based on Call success conversion. Also added the Transactions goal. The advertising office worked on the "Maximum conversions" strategy. As we were getting between 500 and 800 conversions per month, the system had a chance to learn and optimize the cost per conversion. Search campaigns A DSA (Dynamic Search Ads) campaign was added to the account, which made it possible to receive an additional source of traffic that was not covered by the search campaign. The cost of conversion in this campaign was one of the lowest in the account - 211 UA. Search campaigns Also, for search campaigns in the first half of December, only conversion keys (with the link "buy, price") were left to work. All general requests, such as "Christmas tree, where to get a Christmas tree, Christmas tree for the new year", have been put on hold.