Banner Advertising – More Than Just Reach Target Audience Search in Google's Contextual Media Network
Selling swimming ponds and bio-pools in the Google Display Network
A story about how to properly research and find the core target audience.
Often, banner advertising is perceived as something intangible, immeasurable, and incomprehensible, and moreover, this story is likely not about sales. In our case, we share the experience where the right work in the Google Display Network generates sales with an average check of ~$12,000.
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASK
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SECURE DEALS for the construction of swimming ponds or bio-pools using paid traffic channels.
SOLUTION
1
Setting up Search Advertising
We set up search advertising exclusively for a list of keywords that confirm the intent to make a purchase. Important! Be sure to set up and import conversions into Google Ads – target actions on the site (views of contacts, maps, calls, form submissions).
2
Audience Observation
In the search advertising settings, we add interest lists FOR OBSERVATION, which, in our subjective view, correspond to the interests of the target audience. We collect conversion statistics for each interest audience.
3
Analysis of the Target Audience's Interests
We obtained statistics on actual conversions for each audience. Examples of some interests: - People interested in hiring a professional to landscape or design outdoor spaces; - People interested in purchasing products and materials for home repair or renovation, such as counters, flooring, and paint.
4
Banner Advertising for Specific Interests
We set up separate media advertising campaigns with targeting based on interests and preferences of users who showed the best efficiency in the results of the search advertising campaign.
RESULT
Робота з малим бюджетом не дозволяла використати в рекламі високочастотні пошукові фрази.Working with a small budget did not allow us to use high-frequency search phrases in advertising.
Our team decided to thoroughly work on the semantics for low and medium-frequency search queries aimed at action (conversion on the site).
Scaling the advertising campaign and increasing traffic in the niche would be difficult with only low-frequency queries, so before launching the advertising, we immediately set up data collection on interests and preferences of the audience.
When it came time to scale the advertising campaign for more conversions, we already had a clear understanding of the core target audience.
Banner advertising was set up for interactions exclusively with the core target audience!
This approach allowed us to use the budget for paid traffic channels most efficiently!
2 deals
In the first month of cooperation
~$12000
Average deal check
+400%
Number of targeted inquiries/applications