Case of PPC advertising for Dybok

How to increase conversion by 70% in 4 months of work: case of PPC advertising for Dybok

Dybok is a network of furniture shops located in different cities of Ukraine. The company has hypermarkets in Lutsk, Varash, Netishyn, Rivne and Lviv. It also actively trades online through the website dybok.com.ua. This resource is one of the largest furniture online shops in Ukraine. Its monthly traffic indicator reaches 500,000 visits.

PROJECT OBJECTIVES

Dubok representatives contacted us with the task of setting up PPC advertising to attract organic search traffic and increase conversion rates. They had worked with another company before, which was engaged in complete marketing, so many tools had already been implemented.

Our PPC specialists were tasked with creating and implementing an effective contextual advertising strategy. The strategy was to reduce the cost per click and conversion rate while maintaining other quantitative indicators. Read below how we did it. 

WHAT DOES THE COST PER CLICK IN PPC DEPEND ON?

The cost per click is one of the tools to optimize your advertising budget. The price of an action has a direct impact on the return on investment. Therefore, with a sensible strategy, it is important not only to set up the ad campaign, but also to try to reduce the cost per click of visitors. But the price is formed for a reason. Various factors influence this figure:

• CTR is a parameter that determines the effectiveness of ads. It is very important that the content responds to user queries and that the landing page is relevant;
• display time. There is a concept of "prime time" (when online activity is highest), showing an ad during this period costs more;
• competition. In niches where it is high, the cost per click is higher. It is explained by the demand for theme;
• ad design.

Although Google Ads has a minimum action price of 1 cent, it is important not to under-budget in order to save money. This can lead to the ad being shown less frequently or in lower positions. Accordingly, this will have a negative impact on both traffic and leads. When launching the advertising campaign, it is important to carry out a detailed analysis of your niche and competitors in order to set up an effective campaign and optimize your budget.

FEATURES OF OUR STRATEGY

As we wrote above, at the time Dybok contacted us, we had already set up and launched an ad campaign that was bringing in a customer traffic. But the business owners wanted to increase the number of leads and improve KPI. In order to achieve their goals, the first thing we did was an audit of their current advertising campaigns. This allowed us to identify KPI growth points and a new structure.

Structure of the client's advertisements at the start of the cooperation:

1 group of ads = three or more keys.

Our proposed more efficient scheme:

1 group = 1 query = 2-3 search ads

This format brings the highest possible relevance at the best possible price per click, i.e. the ad becomes targeted.

In addition to choosing the advertising campaign structure, we identified the key sources of leads. We set up target tracking in Google Analytics using GetCall. In addition we launched call-tracking for end-to-end analytics, which allowed us to track calls by source. The resulting data helped to analyze the effectiveness of the advertising campaigns.

WORK CARRIED OUT

The objective was to improve the advertising campaigns so that they would be more effective without damaging other areas of marketing. To achieve this, we divided the work into two phases.

STEP 1: OPTIMISATION OF ADVERTISING CAMPAIGNS

The work was carried out for 80 keywords. In total, at this stage we carried out the following operations:

• selected the time of display of the ads. The analysis revealed that a fifth of the daily budget was allocated to nighttime displays, and there was no tangible result. Naturally, we adjusted the time and made sure that the ads were shown at a time when the audience was most active;
• set up the advertising campaign by age, gender and geolocation of the targeted visitors;
• adjusted the strategy of promotion and extensions (separately for PC and mobile devices);
• set tracking targets via GetCall option (Binotel button);
• expanded branded advertising campaigns with additional and previously overlooked keys, added emoji, worked on visualization;
• analyzed the feed in the Merchant Center and created the TOR to improve it. At this stage, we also filled in all the necessary items in the personal account;
• analyzed search queries and removed irrelevant ones;
• imported tracking targets Binotel  into the advertising campaign account, due to individual order;
• set up remarketing. In this case we have changed the strategy of setting rates and eliminated errors, defects in the ads;
• analyzed data differences to minimize discrepancies, and made changes to the personal account in the advertising account.

Additionally, we set up a Smart KMS campaign with pay per order.

STEP 2: REQUESTS PRIORITIZATION 

This task was very important. We needed to prioritize the kernel of queries. To do this, we assembled a pool of keywords for the products, and then scoring on a number of indicators, taking into account the region in which the advertising campaign was carried out. In this way, we were able to find out in which areas of the country the advertising of which specific products had the greatest effect.

THE RESULTS WE ACHIEVED

The task of optimizing an already launched advertising campaign with preservation of rate and minimization of damage to other areas of marketing is not an easy one. But our team already has experience in adjusting and correcting effective campaigns, so we coped with it. The results we were able to achieve were as follows:

In the first 4 weeks, we also managed to significantly improve the behavioral factors on the website:

Comment from our expert:

“Working on the Dybok project was an interesting experience. The fact is that we had to optimize an advertising campaign, the level of customization of which was quite good. But after the audit, we were able to identify the main points of growth. To achieve our goals, we improved visuals and changed the structure of ads, as well as adjusted settings for a number of key metrics: geolocation, gender, age, and device.”

1. Konoplitskaya, Head of PPC project

CONCLUSIONS ON THIS PROJECT

There is a widespread belief that it is easier to set up an advertising campaign anew than to adjust an existing one with the same results. However, in the experience of the team we have been able not only to optimize the contextual advertising (PPC), but also to achieve a good effect in the first month of work. And after 4 months, we were able to reduce conversion rates by a third and improve them by 70%.