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Service: contextual advertising on Google + targeted advertising on Facebook.
Branch: sushi, pizza, burger delivery.
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.
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.
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
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%.