Contextual advertising for a website for booking quest rooms in Barcelona

What did we have at the start

First, we had a previously working advertising campaign with shared keys and a campaign with branded queries for the franchise.

Next, we configured:

• advertising campaigns with shared keys;
• separate campaigns for each of the quest rooms (at that time it was 4 - the request of the Client);
• advertising campaigns for competitors;
• remarketing.

Workflow

We set up a new advertising campaign with shared keys based on those conversion keywords and search queries that we took from a previously running campaign.

We also studied keys in Spanish and English for the Client's new quest rooms. Set up GTM, analytics, goals.

The Client added new quest rooms, team building services, and gift certificates running the AC.

Due to these innovations, we:

• finalized the semantics of the project;
• changed the structure of the account;
• launched regular and smart display campaigns;
• experimented with automated bidding strategies.

In search campaigns:

• disabled dynamic ad groups that were pulling on branded queries;
• set up a separate DSA campaign with minus keywords from search campaigns.

Some sample of ads we ran for the Client:

Fig. 1 — Examples of creative advertising for escape rooms

Later we did an experiment with expanding geotagging from Barcelona to the whole of Catalonia. This led to a significant increase in traffic and the number of applications.

Fig. 2 — Traffic and application growth dynamics after the Experiment

We excluded cities with an application cost above 10 euros based on the results of each month's work.

In the summer of 2019, we once again expanded the semantic core and improved the search campaigns in Catalan with the study of all possible extensions. 

Deliverable

All campaigns work with smart bidding strategies now:

• target cost per action;
• maximum conversions. 

It is worth noting that the PPC specialist and business owner initially had a biased attitude towards smart strategies, since the campaign statistics were initially worse than with manual bidding. The client demanded to return to manual bidding at the slightest fluctuation in the conversion price above 10 euros.

Constant changes early on prevented the strategies from learning. But over time, we came to a stable work of campaigns. And both sides were happy with the final result.

Fig. 3 — Quarterly comparison table of campaigns

The table shows how the number of visits grew, as a result, the increase was + 213%.

Fig. 4 — Dynamics of growth of conversions and their cost

During the work with the Client, we achieved a reduction in the cost of the application from 34.61 to 4.53 euros. The total cost of the application was 13% of the original.

Today we came to this account structure:

• campaigns in Spanish, Catalan and English for general queries (quest rooms);
• campaigns with keys for the Client's quest rooms: in Spanish and Catalan (names of rooms, their description);
• brand campaigns: in Spanish and Catalan;
• DSA campaign: to Spanish-language website pages with minus keys from the above campaigns;
• dynamic remarketing campaign customized via GTM and business data feed.

At this stage of cooperation with the Client, when adding new quests, we carry out work on the adjustment of groups, update creatives and extensions.

We are testing new Ads functionality by agreement with the Client.