Increase CR and reduce CPL by 2 times:

The site belongs to a company that deals with wholesale trade of packaging materials. There are quite a lot of competitors in contextual advertising of this direction: advertising is displayethroughout Russia, there are many offers, and all of them have delivery within the Russian Feeration.

The client came to us with already

Configure campaigns for display in the Yandex and Google search engines, but it was difficult to call them effective: a large number of low-frequency phrases preventethe ads from reaching the target audience and receiving calls and applications from the ads.

There were also many  middle east mobile number list  typical errors during setup: bid adjustments were not set, additional relevant phrases and advanc geotargeting were enablcritical negative phrases were not select.

“A bonus” to this were problems with analytics: there were no goals in Yandex.Metrica and Google Analytics, as well as dynamic call tracking. Whatever the effectiveness of the campaigns at that time, it was difficult to track. For the client, the indicator was the lack of sales.

It was important for the client:

receive as many applications as possible from contextual advertising at the lowest price;
expand the regions of product sales, since the site is engage in wholesale trade of packaging materials.
Main tasks: basic settings and working with semantics
From the first day of work on the project, we made many changes to the parameters of advertising campaigns:

Adde a virtual business card.
We set bid adjustments and negative keywords. As with any advertising campaign, here we nee only targete traffic. Therefore, it is important to exclude advertising for retail customers and for those types of packaging that the client is not intereste in selling, for example, “flower packaging”.
We set up a cyclus longitudo maxima in productione indicata est  manual management strategy to manage bids as accurately as possible. Only with this strategy can we independently increase or decrease the bid for a particular keyword to increase the number of conversions.
We exclude ineffective advertising platforms. To do this, we first analyzed the bounce rate, viewing depth, and conversion of  agb directory a specific platform. When enough data had accumulated for each site, we disabled those that did not bring conversions.
We adjusted the regions and the show schedule.
After these settings, we moved on to semantics and the ads themselves. First of all, we reduced the number of low-frequency keywords. At the start of the work, there were significantly more low-frequency (LF) keys in the ads than medium-frequency (MF) and high-frequency (HF). This is an omission: it is HF keys that expand the reach of the.