Gidrosfera

Focus on specific searches

• We collected keywords for the service and investigated other ways people searched for well licensing. The direct term had a small audience, so we needed to broaden reach to improve ad delivery.

• We refined negative keywords in detail to exclude irrelevant audiences and avoid wasting budget.

Search advertising performed very well. In the second week, cost per lead began to fall, making enquiries less expensive relative to the service and competitive conditions.

Campaign Wizard with an automated strategy

• We set up Campaign Wizard with an automated strategy and payment per conversion. It generated results at an acceptable cost, though infrequently. Paying only for conversions made the lower frequency manageable.

After a full website review, we redesigned the landing page 2 weeks after launching advertising. We added a clickable phone number and a callback request button with a form to the header. We also improved sections such as the case studies, where licence documents could not be viewed in detail, and added a pricing quiz.

The website changes increased calls from qualified prospects and improved conversion through the quiz. Users answered the questions and went on to sign contracts.