Since the first month of work we have reduced the price of a lead within the declared value - not more than 6 USD (January - 182.47 UAH, February - 189.96 UAH).
Atlas
Subjects:
Carpet Cleaning Expert
Target:
Increase the conversion rate. Ensure the price of a lead is below 6 USD
Problems:
- Expensive leads.
- The budget is strictly limited.
- Pronounced seasonality, very low conversion in off-season.
Progress
- A complete semantic core has been compiled. Special attention was given to low-frequency queries that had not been used before.
- The division by geo has been made, and the budget has been reallocated with consideration for the more priority regions.
- Quality grouping of keywords has been carried out, which allowed for cross-minusation of queries in the Google system; as a result, we achieved maximum match of the search phrase to the keyword.
- Given the limited budget, it was decided to start exclusively with search, and later - to make a budget ratio of 80% search, 20% display network.
- A call tracking system has been implemented.
- During the work, regular bid adjustments were made based on the time when applications were received.
Results
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Provided an increase in conversions from 10.88% to 12.69%. In percentage terms, the increase amounted to about 15%.
