Dispatch&Ads services
Google Ads
Case Study
Presented by: Roman Makarovskyi
Tasks and Goals
Targets of the Project
- Conducting the audit.
- Identify sources of non-targeted traffic.
- Сampaign optimization.
Objectives
- АQ | PM | Online English Courses | Ukraine.
- AQ | S | Online English Courses | Ukraine.
- AQ | S | Online English Courses | World.
Online English Lessons
An advertising campaign on Google Search Network was created for the online English school to attract new students from the country and neighboring states.
"After analyzing the market and competition, I created search campaigns to attract new students. I will present the results of the campaign and the optimization strategies used".
AQ | PM | Online English Courses | Ukraine
- Bidding Strategy: Maximize Conversions
- Campaign Type: Maximize Efficiency
- Results: 17 conversions
- Cost per Conversion: 111 UAH
- Total Expenditure: 1880 UAH
"Given the campaign's low CPC and high impression rate, which yield cost-effective conversions, I recommend increasing the advertising budget to amplify its reach and impact."
AQ | S | Online English Courses | Ukraine
- Campaign Focus: Ukraine
- Conversions: 25
- Cost per Conversion: 257 UAH
- Current Status: Positive outcome, with plans for further data collection for in-depth analysis.
- Immediate Action: Analyze keywords and search queries to reduce non-targeted traffic.
Keyword Analysis
"Given the campaign's low CPC and high impression rate, which yield cost-effective conversions, I recommend increasing the advertising budget to amplify its reach and impact."
Keyword | CPA: Cost Per Acquisition | CR: Conversion Rate | CPC: Cost Per Click |
Оnline learning of English | 427,18 UAH | 32 | 13,35 UAH |
Оnline English for children | 472,45 UAH | 23 | 20,54 UAH |
English tutor | 269,35 UAH | 12 | 22,45 UAH |
From Scratch English Online | 136,14 UAH | 9 | 15,13 UAH |
AQ | S | Online English Courses | World
- Target Market: International, outside Ukraine
- Conversions: 14
- Cost per Conversion: 357 UAH
- Average CPC: 63 UAH
The cost per conversion is relatively high, especially when considering the average CPC. This suggests that while the campaign is generating conversions, the efficiency could be improved. It may be beneficial to review the campaign’s targeting and bidding strategies to enhance its cost-effectiveness
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AQ | PM | Online English Courses | Ukraine: | AQ | S | Online English Courses | Ukraine: | AQ | S | Online English Courses | World: |
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Tasks and Goals
Targets of the Project
- My client offered a tax management application tailored exclusively for users of banking products in the U.S.
Objectives
- Increase Landing Page Inquiries:
- Targeting users actively seeking tax management software.
- Catering to those seeking information on starting a tax-related business.
- Reduce Conversion Costs.
- Boost Conversions and Inbound Inquiries.
Results Before My Intervention
Before our collaboration, the Google Ads account had a single active search campaign with the following metrics:
- Conversions: 4;
- Cost per conversion: $571.54;
- Conversion rate: 1.15%;
- Cost per click: $6.59.
Dispatch&Ads services
Implementation Phases
Conversion Tracking
Enabled for thank-you page and post-submission actions.
Campaign Structuring
Audited and optimized accounts. Created four campaigns for competitors, tax business startups, software-related, and general keywords. Launched a branded search campaign.
Automated Strategies
Deployed automated bidding with targeted conversion costs per campaign.
Campaign Outcomes:
Post optimization, the campaign yielded the following results
- CPC: $3.12
- Conversion Rate: 9.82%
- Cost/Conversion: $31.78
- Total Conversions: 373
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indicator | initial results | the result after 1.5 months of work | absolute changes | relative changes |
CV: Conversions | 4 | 373 | + 369 | + 9225 % |
$ 571,54 | $ 31.78 | $ - 539.76 | - 94 % | |
CVR: Conversion Rate | 1.15 % | 9.82 % | + 8.79 % | + 780 % |
CPC: Cost Per Click | $ 6.59 | $ 3.12 | $ - 3.47 | $ - 53 % |
Dispatch&Ads services
Online furniture store
before
CPA 990.5 UAN
ROI -17%
ROAS — 553,7%
after
CPA 590.6 UAN
ROI 35%
ROAS—908.9%
Tasks and Goals
Targets of the Project
- Initial Step: Conducted a comprehensive audit to identify and rectify inefficiencies.
- Challenge: Addressed intense competition in Ukraine’s online home furniture market.
- Client’s Objective: Diagnose and enhance campaign effectiveness, launch new campaigns as needed, and cut advertising expenses.
Personal Goals
- Boost Return on Ad Spend (ROAS) and lower
- Cost Per Acquisition (CPA).
Results Before My Intervention
Pre-Optimization Metrics:
- Expenses: 20,146 UAH
- Clicks: 9,786
- Conversions: 20
- Cost/Conversion: 990.4 UAH
- Conversion Rate: 0.20%
Advertising Optimization
Initial Analysis: Implemented Analytics and call tracking for comprehensive data on user interactions.
Campaign Adjustments: Streamlined campaigns by disabling underperformers and integrating transaction data for smarter targeting
Keyword Strategy: Shifted from SKAG to exact and modified broad matches, enhancing ad relevance.
Shopping Campaigns: Reorganized by category, focusing on high-profit items and introducing new best-sellers.
Dynamic Campaigns: Launched A/B/C tested ads and responsive ads, fine-tuned with negative keyword lists.
Key Performance Metrics
Bedroom Furniture:
- ROAS: 886%
- Conversions: 133.20
Kitchen Furniture:
- ROAS: 741%
- Conversions: 117.93
Smart Bedroom Furniture:
- ROAS: 1,621%
- Conversions: 6.2
- Overall Results:
- Total ROAS: 841%
- ROI: 26.1%
- Advertising Revenue: UAH 17,064
Smart Kitchen Furniture:
- ROAS: 1,085%
- Conversions: 1.2
Brand Search Network:
- ROAS: 195,623%
- Conversions: 10.40
Dynamic Remarketing Success
- Campaign: Launched in the contextual-media network.
- Revenue: Generated 30,000 UAH.
- Conversions: Significant indirect value.
- Cost/Conversion: 141 UAH.
- ROAS: 1,000%.
Fourth-Month Milestone
Post optimization, the campaign yielded the following results
- Revenue: Grew nearly fourfold.
- Transactions: Increased by 4.15x.
- Conversion Cost: Reduced by 40%.
- ROAS: Improved by 1.64x.
- ROI: Rose by 2.14x.
Tasks and Goals
Targets of the Project
- Attract potential customers to the website using Google contextual advertising.
- Increase the number of targeted requests for concrete procurement.
- Enhance company recognition.
Objectives
- Limited delivery radius.
- Focus on Kyiv residents ordering concrete from other cities.
- Highlighting UTP in the conditions of strong competition.
The company had an existing Google Ads account for launching contextual advertising. We conducted a comprehensive audit of the account and identified several issues that impacted lead quantity and quality. These issues included
- Target conversions were not tracked.
- Campaigns were optimized for visits to the “Contacts” section rather than requests and calls.
- Insufficient negative keywords (cracks in concrete, concrete ratios—queries that don’t convert).
- Broad match type for keywords led to irrelevant traffic.
- Lack of keyword grouping and personalized ad content.
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Analysis | Ad Optimization | Аd Selection | Call Tracking |
Before launching the ads, we conducted a thorough product analysis, researched the target audience, and reviewed competitor ads. This allowed us to create highly relevant ads for effective differentiation. We evaluated the site's usability and form functionality and made recommendations for optimization as part of the client's site improvement efforts | At the same time, we created semantic lists in Ukrainian and Russian, collected negative keywords to eliminate irrelevant ads, developed three ads per group, established a remarketing audience, and used all extensions to maximize ad space in search results. | Given the high demand for concrete delivery, we prioritized search campaigns and launched separate campaigns for Ukrainian and Russian keywords. We tested phrase and exact match keywords and gradually expanded to broad match. Over the course of three months, we experimented with various campaign types, including Search, Local, Remarketing, Discovery, Smart, Competitive, and others. We saw the best results with search and local campaigns. | Integrating call tracking was critical, as 80% of sales were made over the phone. This made it easier to track the campaign responsible for customer acquisition and effectively manage the entire portfolio. However, the integration was challenging and ran concurrently with website improvements, adding two months to the process. |
Key Performance Metrics
We faced two main challenges during the campaign:
- Language Discrepancies: Google displayed Russian-language ads when Ukrainian-speaking users searched with queries like “купити бетон б15” (buy concrete b15). We implemented cross-minus campaigns at the campaign level to avoid internal competition.
- Geographical Complexity: Although advertising targeted a 40-80 km radius from the plants, requests came from locations significantly beyond the desired radius. Manual verification of cities and settlements on a map determined the distance from the plant. If it exceeded the required distance, we excluded that location. Within a month, we successfully achieved the maximum target traffic.
At the beginning of our collaboration, the advertising account tracked goals such as click-to-call and website requests. After Binotel call tracking implementation, campaign optimization focused on maximizing target conversions: calls and requests.
Three-Month Achievement
- The average cost per click was 7.9 UAH.
- The maximum cost per click did not exceed 50 UAH.
- 323 inquiries were received (excluding calls before connecting Binotel), averaging 3-4 inquiries per day.
- Total spending amounted to 117,233 UAH.
- The average price per request (excluding calls) was 362 UAH.
If call tracking had been possible in the first month, the average cost per request would have been even lower.
Tasks and Goals
Targets of the Project
- increase in the number of transactions
- Increased return on advertising investment (ROAS)
- Reduced cost per purchase
Objectives
- Targeting specifics influenced by cultural characteristics of the region.
- High price range of products.
- Elevated level of competition.
- Limited functionality of landing pages.
- Partial or complete restrictions on advertising for specific product categories.
- Constrained budget
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The main task | Regional characteristics | Аd Selection |
Promoting a women’s clothing store was to set up tracking results in Google Analytics and Facebook Pixel systems. The limited functionality and unique features of the CMS site made tracking difficult without intervening in events through GTM and Facebook Helper. However, event tracking was successfully set up to obtain accurate data in the site’s analytics systems. | Influenced product segmentation, as the site included lingerie offers that were incompatible with the cultural and religious peculiarities of the region.Conducting an audit of user behavior and product interactions on the site allowed for the formulation of initial targeting hypotheses, leading to positive results in the first months of advertising campaigns. | Conversion-optimized campaign Catalog purchase-optimized campaigns Dynamic remarketing campaign In the first month of operation, the conversion-optimized campaign showed the best results, which were successfully maintained and developed in the future. The analysis of user behavior and products, as well as hypotheses derived from this data, yielded excellent results from the first month of the campaign operation. |
Ineffective ad groups and ads were either deactivated or given lower budgets than successful ones during the optimization process. Much of the work was focused on product catalogs, as campaigns using them initially showed unsatisfactory results, which were partially addressed.
As a result of the second month of optimization
the number of transactions increased by 16.67%,
total transaction value increased by 57.97%,
with a slight decrease in ROAS of 11.27%.
The data collected over the previous two months in Google Analytics enabled us to formulate new hypotheses to guide and optimize campaign results based on accurate information. For this project, conversion-optimized campaigns became the main source of transactions, accounting for over 60% of all transactions in the third month. Remarketing campaigns demonstrated a high ROAS, exceeding 1000% for these campaigns by the end of the month. Campaigns optimized for catalog sales underperformed and were deactivated.
As a result of the third month of optimization, we successfully increased
- ROAS: 43.06%
- Transactions: 42.86%
- Costs were reduced by 7.99%
In closing
In comparing the first and third months of campaign management and optimization, we achieved notable results:
- Transactions increased by 66.67%.
- ROAS saw a successful increase of 26.94%.
- The transaction rate experienced a significant boost of 59.98%.
The demonstrated skills include effective setup and optimization of Google Ads campaigns, emphasizing cultural sensitivity and leveraging data analysis for informed decision-making. The achieved results affirm the successful attainment of goals, showcasing improvements in transactions, ROAS, and efficient budget allocation.
My portfolio is a living document that will grow and evolve as I complete projects. This is just a small portion of my current work, and I look forward to adding more successful cases in the future.
If you have any questions or comments, or would like to discuss the possibility of collaborating, please feel free to contact me via email.
AT: makarfree815@gmail.com
or schedule a video call with me at your convenience.
https://calendly.com/roman-makarovskyi/30_min_call
I am always open to new opportunities and ready to help you achieve your Google Ads goals.
Thank you for taking a look at my portfolio.
I appreciate your time and your interest.
Sincerely, Roman Makarovsky