Case of an architectural bureau
Posted: Wed Jan 22, 2025 6:45 am
Single- and multi-product smart banners in retargeting.
When the account structure is correct, we can correctly evaluate the advertising statistics. Understand which campaigns bring in more sales. Scale these campaigns. And less effective ones - remake or disable. As a result, we can rationally use the advertising budget and reduce the cost of the request and the client.
Svetlana Kazantseva,
Contextual Advertising Specialist at Promo Expert
Structure of an online store advertising account
We launched advertising campaigns and got into the first advertising block in 3rd-4th place. But we needed to get into first place.
Online store ads in the first ad block
2. Set up manual bid management and made adjustments for exclusive placement in search .
As a result, we got the desired first place and 8 active links in the ad. But we had to overpay for it.
Online store ads are in first place
Something had to be done to stay in first place and, if possible, reduce the cost of circulation.
Read also:
3. Created landing pages for each request .
We collected all key queries mentioning sizes and set up separate groups. In them, using a special dynamic parameter {param1}, we created landing pages for each query.
As a result:
for each advertisement, the user could go to the most relevant pages of the site to the request;
Ad groups with low-frequency queries for tire sizes fusion phone number data not receive the "Low impressions" status.
Example of low-frequency queries for displaying online store ads
4. Set up YAN automatically with payment for conversions. Added a lot of targeting .
In YAN, they did not divide campaigns by cities, they set up 1 general campaign and added all possible targeting to it to expand coverage:
key search queries;
autotargeting, which works based on ad headlines and landing pages;
short-term interests of users (1-5 days);
applications that customers can visit;
geolocations where customers can come;
competitors' websites;
customer base from CRM;
When the account structure is correct, we can correctly evaluate the advertising statistics. Understand which campaigns bring in more sales. Scale these campaigns. And less effective ones - remake or disable. As a result, we can rationally use the advertising budget and reduce the cost of the request and the client.
Svetlana Kazantseva,
Contextual Advertising Specialist at Promo Expert
Structure of an online store advertising account
We launched advertising campaigns and got into the first advertising block in 3rd-4th place. But we needed to get into first place.
Online store ads in the first ad block
2. Set up manual bid management and made adjustments for exclusive placement in search .
As a result, we got the desired first place and 8 active links in the ad. But we had to overpay for it.
Online store ads are in first place
Something had to be done to stay in first place and, if possible, reduce the cost of circulation.
Read also:
3. Created landing pages for each request .
We collected all key queries mentioning sizes and set up separate groups. In them, using a special dynamic parameter {param1}, we created landing pages for each query.
As a result:
for each advertisement, the user could go to the most relevant pages of the site to the request;
Ad groups with low-frequency queries for tire sizes fusion phone number data not receive the "Low impressions" status.
Example of low-frequency queries for displaying online store ads
4. Set up YAN automatically with payment for conversions. Added a lot of targeting .
In YAN, they did not divide campaigns by cities, they set up 1 general campaign and added all possible targeting to it to expand coverage:
key search queries;
autotargeting, which works based on ad headlines and landing pages;
short-term interests of users (1-5 days);
applications that customers can visit;
geolocations where customers can come;
competitors' websites;
customer base from CRM;