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Около год назад к нам обратился клиент, основной деятельностью которого являются перепланировки.
После изучения действующих рекламных кампаний мы предложили несколько вариантов оптимизации.
- Определить самые конверсионные фразы (подключение коллтрекинга, поскольку основной поток заявок — звонки).
- Повысить кликабельность объявлений.
- Занимать только 1 место в спецразмещении.
- Увеличить количество предложений на первом экране за счет использования возможностей Яндекса.
С коллтрекингом все просто – предложений масса, выбрали подходящий нам, настроили и начали получать аналитику.
Для повышения кликабельности были разработаны несколько новых тестов объявлений. Новые объявления добавили в ротацию для тестирования. Подготовлены расширенные описания для быстрых ссылок, уточнения.
Следующим этапом был подключен биддер ставок для получения 1 места в спецразмещении по минимальной цене.
Эти действия позволили приводить на сайт больше трафика без снижения его качества, также существенно вырос ctr.
Далее была проведена работа с заказчиками клиента по вопросу отзывов на картах. Ранжирование в Яндекс картах зависит от количества отзывов у компании. Поэтому клиент обратился к своим заказчикам с просьбой оставить отзыв на картах. Также запланировал общение с будущими заказчиками по этому вопросу.
Следующий этап – подключение клиента к Яндекс услугам. От нас была только рекомендация, всю остальную работу клиент провел сам.
И в завершение мы подключили баннер на поиске. По опыту трафика он дает немного, и трафик не самый дешевый, однако такие рекламные кампании хорошо работают для повышения узнаваемости бренда.
Все эти мероприятия позволили максимально заполнить первый экран выдачи своим предложением. Причем, обратите внимание – на первый экран совсем не попали сайты из органической выдачи.
Что мы получили в итоге?
- Определили самые конверсионные фразы.
- Максимально увеличили охват по данным фразам на поиске.
- Получили конверсию в звонок около 30%.
Отправьте заявку на аудит ваших рекламных кампаний и узнайте какой измеримый результат возможно получить
