CASE. CONTEXTUAL ADVERTISING

Company Gopro Ukraine contacted us with the request about contextual advertising for gopro-ukraine.com.
ABOUT THE PROJECT
Gopro Ukraine is an online store that sells equipment for outdoor activities: gopro cameras, quadrocopters, sports watches, sports equipment.
THE CLIENT
Goal
Call
With the help of contextual advertising, increase sales by 60%.
The high price of goods in comparison with market value, as well as high competition in the business niche.

Another challenge is a large number of types of goods, each of which needs to be promoted.

Promotion strategy
We analyzed the business niche of the company, its competitors
Conducted usability audit of the online store
Choose the priority areas of the advertising campaign
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In order to increase the sales of the company, we:
Collected semantics
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Compiled advertisements and banner images for them
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Set up campaigns:
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segmented by geo-targeting and product categories
keywords for each category were clustered according to common features and compiled relevant ads
put together an extensive database of negative keywords
Tracked the progress of the campaign
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analyzed the work of advertising campaigns
adjusted bids
reviewed ad content based on market changes
expanded semantics
Keywords for semantics: buy GoPro, buy a drone and everything related to this topic. In addition, we worked in detail the entire list of products of the online store and compiled a detailed semantic core for each category of goods.
How was commercial semantics going?
Priority directions of the advertising campaign
Since the online store has a large number of products, we set up contextual advertising for each type of equipment and for each individual type of GoPro camera.
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Search context
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We were engaged in monitoring the auction for key requests so that the online store ads were in the first position in the contextual display.
Remarketing
Since most products have a high cost, some users do not immediately decide on a purchase. Therefore, we use remarketing as a way to remind about the brand. If a user visits the site once, banner ads will remind him of the company on other sites that are not thematically related to Gopro
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Dynamic remarketing
This tool has become the solution to our challenge - a large number of products. Dynamic remarketing is a form of advertising that brings the company even closer to its target customers. If the user added goods to the shopping cart, but changed his mind and threw it, the banner with the specific product he selected would "run" after him.
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Display Networks
Banner advertising of goods was shown on thematic sites of sports enthusiasts, as well as on sites with certain keywords (for example, "active leisure").
The participation of a seo-specialist at the stage of site design and development is necessary to take into account all the requirements at the initial stage and speed up the process of launching work and promotion.
Result
Over the past 4 months of promotion, we have been able to reduce the cost per click by 17%. Also, for all the time we have increased sales by 60% and the number of transactions by 35%.
Made on
Tilda