The company works in the sphere of foreign economic activity (FEA), logistics, transportation and trade
The main specialization is the organization of rail transport from China and logistics services through the Republic of Belarus.
Previously the client promoted the site with the help of contextual advertising in another agency, but faced a problem — a large number of untargeted applications. This led to a high cost for a quality lead.
Promotion of rail transportation services from China in the region of Belarus
Promotion of logistics services through the Republic of Belarus in Russia
We started with the collection of key queries for which advertising will be displayed. We used narrowly focused keys (low-frequency), precisely related to the company's services, to attract the target audience.
Since there are few low-frequency queries, we created separate groups with more general keys. But we prescribed specific services provided by the company within the search query to narrow down the audience that goes to the site to the target audience.
We created separate campaigns for each major city of the Russian Federation, where more than 100 thousand people live. This allowed us to track results more accurately and get rid of ineffective campaigns quickly and accurately.
We tracked conversions and disabled groups of requests that brought a lot of untargeted requests. This was done in order to reduce costs on irrelevant calls to the company and focus on the keys that bring quality requests
We put conversion requests in a separate group and increased the budget for them
Added a customer base to the advertising campaign to remind users who left requests on the site about the company.
Also, algorithms, having information about the company's clients, searched for similar audiences and showed ads to them.
We noticed that only non-targeted traffic comes after hours, so we set the display of ads in a limited period — from 9 to 18 on weekdays.
Regularly discussed strategies, solutions and results with the client, maintaining full transparency and engagement in the process.
Of quality applications among all applications attracted from advertising, i.e. users are interested in the services the company offers
Targeted applications per month, with a small number of non-targeted ones (10)
The exact cost of a lead is lower in the end, because call-tracking and analytics were not connected within the framework of this project, so not all data were included in the statistics.
The chosen strategy allowed not only to reduce the percentage of untargeted requests, but also to significantly increase the number of quality leads at equal costs for promotion.
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