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The company GoPro Ukraine applied to us in May 2016. Our team was engaged in the maintenance of contextual advertising for gopro-ukraine.com
CLIENT: GoPro Ukraine is an online store that sells equipment for outdoor activities: GoPro cameras, quadcopters, sports watches, sports equipment.
TARGET: Increasing sales by 60% using contextual advertising.
DIFFICULTY: The high price of goods in comparison with market value, as well as high competition in the business niche.
Another challenge - a large number of types of goods, each of which need to be promoted.
In order to increase the company's sales we made next steps:
Analyzing the business niche of the company, its competitors
Conducting usability audit of the online store
Choosing priority directions of the advertising campaign
Compilation of advertisements and banner images to them
Customizing campaigns (segmentation by geo-targeting and product categories; clustering keywords for each category based on common characteristics and compilation relevant ads; collection an extensive database of negative keywords, setting on initial rates)
Tracing progress of the campaign
Analyzing the work of advertising campaigns
Revising the content of ads depending on market changes
Extension of the semantics
The target audience of the PPC campaign is people with high incomes who want to buy goods immediately, with fast delivery. The audience is only interested in certified goods.
The analysis of competitors has shown that most companies use goods from China (the so-called "gray" goods). Accordingly, they have a low price and a lot of promotional offers.
The audit of the site showed errors in the usability of the online store: the client had to make many steps before making a purchase. In order to improve usability, we simplified the way of ordering the goods and added the Call-To-Action buttons.
Keywords for semantics: buy gopro, buy drone and everything related to this topic. In addition, we worked in detail the entire list of products placed in the online store and compiled a detailed semantic kernel for each category of goods.
Since there are a lot of goods in the online store, we set up contextual advertising for each type of equipment as well as for each separate kind of gopro camera.
We were monitoring the auction for key requests to ensure that the online store ads were in the first position in the contextual issue.
Since most products have a high cost, some users hesitate to buy them immediately. Therefore, we use remarketing as a way to remind customers about the brand. If a user once visit the site, banner advertising will remind him of the company on other sites that are not thematically related to GoPro.
This tool has become a solution for our call - a large number of products. Dynamic remarketing is the kind of advertising that brings the company closer to the target customers. If a user add goods to the shopping cart, but change his mind and drop it, he will be followed by a "running" banner with the specific product that he chooses.
Banner advertising of goods was shown on thematic sites of sports fans, and also on sites with certain keywords (for example, "active rest").
We managed to increase revenue by 10 times and average order value by 5 times. So we overreached the original plan.