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Natalya Brinza Project Manager
  to all cases

Case. Brand contextual advertising - total revenue for 30 days increased by more than 3500 $

About the project

Service: contextual advertising on Google + targeted advertising on Facebook.

Branch: sushi, pizza, burger delivery.

Region: Vinnitsa.

Campaign Duration: 5 months.

Budget for 5 months: approximately 2 500 $ .

The goal of the client is to promote his new brand in the market.

Promotion strategy

The client independently had launched an advertisement on Facebook with offers and promotions before the decision to work with us was made.

Our team of specialists has chosen a contextual advertising strategy for brand requests. There are both proponents and opponents of this method among marketers, but we managed to achieve results and avoid reducing organic traffic.

Our actions:

  • Promote your brand on Facebook without detailed interest targeting with pay-per-impression impressions
  • point the name of the delivery brand in Google’s search advertising;
  • Work on website SEO optimization.

We decided not to do detailed targeting, since Vinnitsa is a small town. In a brand promotion strategy, it makes no sense to limit reach even to target audiences such as food delivery, sushi, pizza. Therefore, all people in Vinnitsa were selected for advertising.

In the headings of Google advertisements, the brand name was combined with what the user was looking for: “* Brand name * - Sushi, Roles, Pizza”, “Tasty food - is * brand name *”, so that all the time flashed before my eyes name of this delivery.

First stage result

When cleaning search requests, ones related to the brand of our delivery service gradually appeared.

We achieved this just because we included ads on Facebook and pointed out the brand name in the headlines of Google ads. Thus, our team formed a demand for this brand.

Challenge

One of the flaws of a branding campaign is that marketers believe that it “eats” organic traffic. Our team regularly tested ads and tracked changes. As a result of the right strategy, we were able to organize the process in such a way that the organic traffic and the number of users remained at the same level.

Results
    • 1We launched the brand campaign in search advertising on March 19. The graph shows the changes in the number of transactions in comparison with the organic issuance before and after the inclusion of the brand campaign:
    • 2The number of transactions from organics dipped, while there was no decrease in the number of transitions:
    • 3You can clearly see the growth in the number of transactions and in revenue in the context of 30 days before the inclusion of the brand campaign in Google search and after:

The number of users from Google Ads increased by 15.37%, while not only did not subside from the organic, but also increased slightly by 1.85%.

  • 4 The total number of transactions before the launch of the brand-name campaign of Google Ads and Free traffic for the last 30 days was 761, after - 1,096. The total income for the last 30 days before the launch of the brand campaign was 8 900 $, after - 13 970 $.