Mini-case about how to configure an advertising campaign in a foreign language, knowing how the Google AdWords
have You ever been in Sweden? We – Yes! But our trip were not of a tourist nature, is strictly professional. And we visited her virtual, from which it does not become less fun and exciting. Today we will tell you about our virtual experience of taxi journeys around Stockholm.
client Company: Catchmyflight.se
Not so long ago we were approached by a small company in Sweden, engaged in transportation of passengers from Skavsta airport to Stockholm and back.
Task: Launch an advertising campaign in Swedish and English on a small number of foreign-language queries. Geography — the whole world.
Indicator of achieving the goal: the increase in the number of calls and orders taxis.
Features:
1. A fairly narrow sample, because the three airports of Stockholm, and Skavsta is not the most popular of them.
2. The lack of predictive statistics Google AdWords at the initial stage of operations.
3. Ignorance of the Swedish language, complexity in the selection of keywords and writing informative texts.
The theme of "passengers" has its own nuances in contextual advertising. On the basis of theoretical knowledge and work experience with Russian-speaking sites of a wide range of focus and geography, we ventured to undertake the development, with the willingness of the client to help with translations. We had to devise a strategy and assemble the puzzle of the queries, ads, and settings in Google AdWords.
How
Search: Google. The tools, respectively, Google AdWords.
Geography:whole world.
Target: search queries, as narrow (translated by taxi Skavsta — Stockholm) and wider (transfer Skavsta, buses to/from Skavsta, etc.)
the Language of the queries and ads: English and Swedish.
the Mechanics of interaction with the client: we have offered initial versions of the query together with the client saw them, gathered the most effective and wrote the texts. Work closely with the customer was not only pleasant and interesting, but sverkhstrukturu.
With what most users are looking for taxi service in an unfamiliar city? Of course, with mobile gadgets. Report Google Analytics confirmed our hypothesis. Also, he told me what time of day it occurs most often:
did put to data on impressions, adjusted rates for computers and set the odds for the bets on time of day.
The result was not long to wait!
Results
2 weeks after starting the campaign produced its first results:
*the Data is partially hidden in accordance with the client agreement.
We got a well converting campaign, giving a large number of cases. In 90% cases, the visitor has become a customer of a taxi, that is the order of the car!
Summary
Experience of developing and running was interesting, but to campaign on a regular basis in a foreign language would be too presumptuous. So we watched some time spent learning on the client side and transmitted advertising the professional staff of the company that owns the Swedish language, and basic knowledge to sustain campaigns in Google AdWords.
Opinion of our client
"Our startup "Shuttle-airport taxi Stockholm" was brand new and nobody in the city an unknown project. To get the first flow of customers and to become recognizable, we have relied on contextual advertising in Google.
Tell us about the advantages of taxi Catchmyflight.se, and most importantly, to reach out to the target audience – was the main objective of the proposed solution the team "Velas".
Offer our company unique because instead of the usual passenger cars taxis we provide comfortable minivans that you can easily load bulky Luggage or comfortably accommodate a big campaign. We pay great attention to the service: helpful and attentive drivers, drinking water and wifi in the cabin. We try to consider every detail and to make the passenger's journey as pleasant and safe.
With the tasks employees "Velas" did: from the start of the advertising campaign to its the adjustments and recommendations for improvement – everything was done on a high professional level. After a few months the managers of the company have trained our staff on how to support the campaign in working condition. And of course, when difficulties arise, they are always ready to help!
Our campaign in Google AdWords works steadily and is now giving us 80% of our customers".
Article based on information from habrahabr.ru
client Company: Catchmyflight.se
Not so long ago we were approached by a small company in Sweden, engaged in transportation of passengers from Skavsta airport to Stockholm and back.
Task: Launch an advertising campaign in Swedish and English on a small number of foreign-language queries. Geography — the whole world.
Indicator of achieving the goal: the increase in the number of calls and orders taxis.
Features:
1. A fairly narrow sample, because the three airports of Stockholm, and Skavsta is not the most popular of them.
2. The lack of predictive statistics Google AdWords at the initial stage of operations.
3. Ignorance of the Swedish language, complexity in the selection of keywords and writing informative texts.
The theme of "passengers" has its own nuances in contextual advertising. On the basis of theoretical knowledge and work experience with Russian-speaking sites of a wide range of focus and geography, we ventured to undertake the development, with the willingness of the client to help with translations. We had to devise a strategy and assemble the puzzle of the queries, ads, and settings in Google AdWords.
How
Search: Google. The tools, respectively, Google AdWords.
Geography:whole world.
Target: search queries, as narrow (translated by taxi Skavsta — Stockholm) and wider (transfer Skavsta, buses to/from Skavsta, etc.)
the Language of the queries and ads: English and Swedish.
the Mechanics of interaction with the client: we have offered initial versions of the query together with the client saw them, gathered the most effective and wrote the texts. Work closely with the customer was not only pleasant and interesting, but sverkhstrukturu.
With what most users are looking for taxi service in an unfamiliar city? Of course, with mobile gadgets. Report Google Analytics confirmed our hypothesis. Also, he told me what time of day it occurs most often:
did put to data on impressions, adjusted rates for computers and set the odds for the bets on time of day.
The result was not long to wait!
Results
2 weeks after starting the campaign produced its first results:
*the Data is partially hidden in accordance with the client agreement.
We got a well converting campaign, giving a large number of cases. In 90% cases, the visitor has become a customer of a taxi, that is the order of the car!
Summary
Experience of developing and running was interesting, but to campaign on a regular basis in a foreign language would be too presumptuous. So we watched some time spent learning on the client side and transmitted advertising the professional staff of the company that owns the Swedish language, and basic knowledge to sustain campaigns in Google AdWords.
Opinion of our client
"Our startup "Shuttle-airport taxi Stockholm" was brand new and nobody in the city an unknown project. To get the first flow of customers and to become recognizable, we have relied on contextual advertising in Google.
Tell us about the advantages of taxi Catchmyflight.se, and most importantly, to reach out to the target audience – was the main objective of the proposed solution the team "Velas".
Offer our company unique because instead of the usual passenger cars taxis we provide comfortable minivans that you can easily load bulky Luggage or comfortably accommodate a big campaign. We pay great attention to the service: helpful and attentive drivers, drinking water and wifi in the cabin. We try to consider every detail and to make the passenger's journey as pleasant and safe.
With the tasks employees "Velas" did: from the start of the advertising campaign to its the adjustments and recommendations for improvement – everything was done on a high professional level. After a few months the managers of the company have trained our staff on how to support the campaign in working condition. And of course, when difficulties arise, they are always ready to help!
Our campaign in Google AdWords works steadily and is now giving us 80% of our customers".
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