Reduced the cost per click to 1.24 UAH for the wedding portal
About client
YesYes.ua is the first free wedding planner in Ukraine that contains all the necessary tools for planning a wedding: from budget and guest lists to the ability to find specialists.
Tasks
How did we achieve this result?
Solution
- Conducted an audit of the advertising account
- Completely changed the structure of the advertising account
- Conducted A/B testing of advertising campaigns based on the following criteria: features, projects, and experiments
- Regularly monitored and optimized all advertising campaigns conducted
Issues
During the audit of the advertising account, the following issues were identified
- Ineffective keyword modifications were used
- There was a lack of proper keyword grouping
- Keywords were not duplicated in the ads
- Not all ad features were utilized:
- in some groups, there was only one ad, which negatively affected the advertising results
- the ads lacked a third headline, a second path, and a second description
- there were no responsive search ads
- few types of extensions were used
- No timely and thorough negative keyword management was conducted
Result
- Reach amounted to 9.27 million impressions
- Conversion rate increased to 3.47% with a KPI of 3%
- Cost per click reduced to 1.24 UAH with a KPI of 1.5 UAH
- The most effective advertising campaign achieved an average cost per click of 1.34 UAH
- The conversion rate for applications on the site was 3.40%
- The search network performed best, bringing in 87.3% of conversions with a rate of 4.02%
- In terms of average cost per click and conversion cost, the affiliate network performed better, with an average cost per click of 0.66 UAH
Conclusions
A carefully thought-out website promotion strategy has yielded results and allowed us not only to meet the client’s KPIs but also to exceed them.
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