So I gave a task to Marina, who at that time was a manager at UMI: go take PPC courses, listen to what’s what, and find me adequate and reliable contractors so that we would appear in Google at the top for a reasonable price. Marina did exactly that — and she found you.
Then we worked fruitfully, and one of the main advantages I can highlight is the team’s involvement to make sure we actually worked properly and that we really got orders.
My requests were simple:
The query "повітряні кульки Харків" (balloons Kharkiv) — we must appear first, ok?
OK.
– So, we work. The advertising budget is stable?
Stable.
– Orders are coming in? Phone ringing?
Yes, everything is fine.
Well then, perfect.
That’s how I measure results.
As for internal campaign settings or the cost per click — I don’t want to dive into that at all. I only move forward, and let the specialists handle the rest. We’ll solve problems as they come. As long as calls are coming in — everything’s fine.
And I want to give big thanks to our manager Olena, who spares us unnecessary questions and, throughout our cooperation, has clearly shown her involvement in understanding our product, because without this, it’s impossible to set up proper advertising.
For the past six months, we’ve been working on SEO optimization of the site. Here too, my evaluation criteria are simple: did we grow in search rankings? Yes, we did. But then there was quarantine, then some crisis, then something else — so we temporarily paused this work. But I think we’ll return to it soon.
Overall, to cut it short — enough writing, time to work. I am satisfied with our cooperation with ITForce. Moving forward!
P.S. A true indicator of result-orientation is persistence and the skill to achieve goals. Olena persistently “pushed” me to write this review. Not because she was trying to annoy me, but because I was a bit “dodging” it. Still, she managed to get it out of me. Respect, Olena, well done — keep it up!
We have been cooperating with the client since 2016 and advertising activities for Valentine's Day have already been carried out several times.
This year we worked with campaigns that already exist in the account:
- activated the display of groups with keywords on Valentine's Day in the launched search campaign;
- launched the AC in GDN;
- set up and launched video and Gmail campaigns with creatives for the holiday.
And also, we decided to set up a Smart Local Campaign for 10-14 days for an experiment.
Local campaigns are designed to increase store traffic or increase calls to the company. These campaigns use machine learning.
Launch requirements:
- information about geotargeting;
- campaign budget.
Next, we create the creatives. Google Ads will automatically optimize bids, ad placements, and creatives combinations.
Workflow
The Client's ad account has already been linked to Google My Business. We decided to display ads based on the radius around the company's address.
Fig. 1 — Geotargeting ads
Next, we choose the direction of the company. Based on this information, the system suggests potential queries of our users. You can use this hint, or enter your own keywords (maximum 10 phrases).
When the campaign starts running, statistics of the specified phrases will become available and it will be possible to disable individual keys.
Fig. 2 — Key phrases
Next, we create an ad.
You need to set 3 titles and 2 descriptions. This ad will run on Google Search, Google Maps, and partner websites. It is also possible to add graphic creatives and a logo, thanks to which the system will use options for an ad with an image in GDN.
Fig. 3 — Creating ad
You can specify the website address or a link to a page in GMB in the target url.
This is what ads look like on Google Maps:
Fig. 4 — Google Maps Ads
The last step in setting up is budget.
The system offers 3 options with a forecast of efficiency, or you can choose your own.
Fig. 5 — Determining the campaign budget
Once launched you can track the campaign's performance on the dashboard. Calls mean clicking on the "Call" button in ads on mobile devices.
Using the Map Actions feature, you can find out how many times users clicked on a company marker on Google Maps or got directions to the office after viewing an ad.
Fig. 6 — Ad View Performance
Proactive action with an ad:
- Clicks — 1741;
- Map interactions — 893;
- Calls — 21.
Deliverables
The local campaign runs on the Maximum Clicks strategy and sets bids automatically.
After the test period, we unexpectedly found that the experimental campaign reached the first position in the account, overtaking Smart Shopping:
Fig. 7 — Comparison of Local Campaign and Smart Shopping
We see that the Local campaign has fewer impressions than Smart Shopping. This is due to the location of the impressions: Local was shown only in Kharkiv, and Shopping was spinning all over Ukraine.
Local metrics:
- conversions — 198,69;
- conversion value — 10 552,37.
The cost per click of both campaigns is approximately the same (UAH 13.68 versus UAH 12.17), while the local conversion rate is almost 2 times higher (11.41% versus 6.9%).
In addition to coming out on top in terms of transactions, the campaign also brings in the most calls. And the Сlient, due to the specifics of the business, receives more orders after direct communication with the potential customer. Transactions for him are not an indicator of the success of the advertising campaign.
In turn, we recommend businesses not be afraid of experimenting and redistribute part of their funds to various types of advertising campaigns, as well as not rush to conclusions. Thus get new customers, orders and profits.
Feel free to contact us for help in setting up advertising campaigns!
