Case Study PPC-1 ranking in paid prominence by share of impressions among competitors for a local company in the U.S. -AdverMedia

About the project

Local company dealing with garage doors in the state of Florida, USA.
The main directions of the company are such services:

repair
installation
maintenance

Also they sell garage doors of different manufacturers.
The company provides its services for both private individuals and commercial facilities and serves more than 40 cities.

Type of project service site
Niche garage door installation and maintenance in the USA
Timeline 4 months
Promotion region USA
State of the site site with a history and unstable promotion

Challenges and goals

Project issues

Problem #1
The niche of garage door installation services is quite competitive, which leads to a high cost per click in contextual advertising
Problem #2
The niche has restrictions on advertising in the U.S. and falls under the "Local Services" rule
Problem #3
Lack of successful experience in launching and optimizing advertising in this niche

Project goals

Goal #1
Analyzing competitors' UTPs, drafting attractive adaptive ads with high quality score
Goal #2
Submission of an application for an extended review and approval to advertise this business in the U.S. region
Goal #3
Auditing of previously launched advertising, keyword analysis, drafting of quality ads, preparation of recommendations on landing pages was carried out

Description of strategy and solutions

1. Keyword Research:

Conducted thorough keyword research to identify those words and phrases that are most relevant to our audience. We took into account not only general queries, but also more specific queries related to garage door installation, maintenance and repair, as well as customer priorities.

2. Creating effective ads:

Developed ads that were attractive and relevant to the queries. Highlighted key UTPs to capture customer attention. Used keywords in titles and descriptions to increase relevancy and quality score.

3. Landing Page:

Gave recommendations to improve landing pages (adding clickable number, adding informational text to increase page relevance).

4. Conversion Tracking Check:

Checked the setup and performance of goals on landing pages to further optimize ad campaigns for them

5. Budget:

Determined the optimal budget to maximize demand coverage and distributed it across different campaigns by priority geo.

6. Testing and optimization:

Conducted regular testing of bid strategies, increased ad quality by testing different headlines. Based on conversion data, eliminated ineffective keywords, queries and geos.

7. Competitor Monitoring:

Tracked auction statistics, competitor activity dynamics and share of impressions in the search network. Based on these indicators we made adjustments to our advertising

Results

TOP 1 in paid distribution
among competitors
20+ conversions
2,26% conversion rate

Expertise

Search contextual advertising is one of the main lead generation tools for working with a warm audience in the services niche. This tool has shown itself quite well in this project, despite the high competition, we managed to take the first place in terms of the share of ad impressions among competitors and show up on the first places in the rendition, keeping the CPC at the level of 8$.

Alexander KovalenkoCEO/founder