Migrant expert en

We were approached by a client with an already operating business in Poland. His company helps to legally obtain a residence permit, permanent residence or a resident card in Poland.

Our task was to launch search advertising, since the client had an excellent case when he is the main ambassador of his brand, develops his personal one and thereby provides his company with a flow of new customers, and employees the opportunity to work and earn money.

Native advertising in social networks was set up. networks, the publication of useful content, collaborations with relevant influencers - all this gave excellent results and was not enough for the full range of advertising in the search.

Together with the client, we determined that the budget is not large, so we are looking for the hottest audience, we understand that people who are already in Poland, knowing the local problems and clearly focused on obtaining the result of legalization, will be better for us than those who are still abroad and rather monitor the topic on future.

Also, the client has an excellent office, and in general, his position is maximum openness to clients, we always use these USPs in advertising, we will be happy to meet you at our office, in touch at any moment, but please respect our time, we only work according to legal schemes, etc.

On the one hand, it may seem that all these are empty phrases, a lure, but when you say this and reinforce the words with real reviews and show a 4.9 rating on Google Business, seeing individual, long reviews of real customers written in different styles, it works.

Especially these USPs, if they are real, are relevant for the client’s niche, where there are fears that you will simply be scammed for money, and they will only do the appearance of work.

Based on the foregoing, we decided to narrow down the targeting further and took the regions of Poland adjacent to the location of the office, so that the phrase we are glad to see you in our office sounds logical, a person does not need to travel 4 hours one way for this.

Then the technical part has already begun:

Checking the site for bugs.

Setting up conversions. In our case, there is no call tracking, so we set up clicks on a phone number, sending an application and starting a chat with a consultant through the form on the website.

Selection of keywords. In the process of communicating with a client, we found out, for example, that the concepts of a residence permit and permanent residence are sought by people who are not familiar with the terms in Poland, where they are called a residence card and yes it happens for a different period, there is also a Pole’s card, but this is a completely different document, a resident EU is also a separate term. All this was said, worked out and compiled a list of 125 words and prepared a list of negative words in advance.

Analyzed the site, pages in the social. networks, customer reviews. Based on these data, a USP for advertisements was formed.

Launching the first ad on search. As always, we divide the keywords into groups, we add words only in exact match. This is very important, especially when the advertising account is new and there are no statistics and campaigns trained on it. It seems to us that this is obvious, but we constantly see during the audit that many just do the opposite, launch in phrase or even broad and then wait long and expensive until the statistics accumulate, until Google itself understands from its own mistakes who our target audience is.

Therefore, we always recommend, in order to save time and money, to run ads on the hottest audience and according to the words in exact match, in which you are 100% sure.

At the same time, even if the words are in exact correspondence, always in the first days you need to carefully look at the report on real search queries and add negative words. Since last year, even in exact correspondence, there may be synonyms for words and even phrases.

We did all this, we set up all the conversions, so in the first month we had excellent results and a satisfied client.

Then, when we switched to an automated strategy with a target CPA and the campaign was already working stably, we also added groups with words in phrase matching, with a cross-backing track of exact words that were in other groups. Search queries were analyzed again, new negative keywords were added. So we increased the number of conversions by 35%, while the price did not increase.

We also thought about adding groups with words in broad correspondence, but to be honest, we almost never use them. If the list of words is well developed, then IMHO the exact and phrasal is completely enough.

The next step was the banner campaign. We were in no hurry with it, since media campaigns in the social. networks and YouTube the client already had. True, as we wrote above, it was organic and collaborations.

We looked at possible targetings for the client's niche and did not find relevant and large ones, so we decided to launch a smart campaign based on Google Analytics data about site visitors, their interests and current intentions + we already had a great search campaign, that is, Google Ads too understand who our audience is.

Launched with Enchanced CPC and minimal budget. For 2-3 weeks, the campaign worked either well or badly, but we didn’t touch it much, since our main task is advertising in the search. Then we switched it to the maximum conversions strategy and slightly increased the budget, left it for a week, then applied the same strategy as in the search campaign, target cost per conversions, and after 4-5 weeks it started working just fine, that is, it gave more conversions than search and at 2 times lower price.

From the point of view of analyzing the quality of leads, honestly, we could not calculate that the media campaign gives worse or better leads, there are many applications from calls, many go to the messenger, in a word, we could not unambiguously compare the quality of leads, but based on our experience, we know that conversion to a quality client from search is 2 times higher, so we decided here that we will spend 70% of the budget on search, and the media one will be limited, we made the CPA there twice lower, and still it works well even at such low rates.

In the last month there were three factors:

We have completed all the main work on the launch of advertising.

The war in Ukraine has increased the demand for client services

Our main competitor was forced to stop their advertising.

Thanks to these factors, we were able to increase the number of hits by 6 times, comparing March and the first month of our advertising, compared to February, we got 2 times more hits.

Now we will test creatives and expand the geography if necessary. The client is satisfied and we are pleased with his success and the fact that we can share the algorithm of actions to achieve it.