Our marketing experts doubted whether PPC would be profitable in Moscow and St.Petersburg.
To find out which geography will bring the maximum conversion, we have set up and launched PPC campaigns with a test budget. Most leads were from the Siberian region and they were the most profitable. This helped us convince the client to launch a full-fledged PPC campaign only for the Siberian region. Eventually this approach gave an excellent result.
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The client offered queries like «Leisure in Altai» and «Leisure in Belokurikha». Testing has shown that leads and ad spaces are too expensive for such queries. So we selected semantics that more accurately reflected the needs of the target audience.
The testing shown that the most profitable leads came from the queries that are related to the city: «Sanatoriums Belokurikha», «Resort Belokurikha». For these ads, another geography was chosen — all Russia and Kazakhstan.
During the marketing process, we faced a problem — competitors were promoted with our brand requests. To put «Altay castle» ahead, we raised the stakes a bit — it turned out to be much cheaper than losing leads.
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Based on the treatment offered by the health center, we have carefully worked out the semantics so that the promoted queries fully corresponded to the company’s offer. This approach not only provides more highly-conversive traffic, but also improves the behavioral factors that affect the website’s position.
When promoting high-frequency queries in Spa area, competition with aggregator websites is very high. Search results for such queries does not change for months. However, even here we managed to reach the TOP 10.
In total, over 100 targeted queries in the TOP 10 of Yandex and Google.