77 leads with an advertising budget of 3500 UAH

Before starting to set up advertising, we analyzed 10 local dentistry that were marketing their website using contextual advertising.

The main problems that were identified in competitors:

1. key queries were not grouped;
2. ads did not match the search query;
3. the list of negative keywords was absent or was significantly small;
4. practically no competitor used ad extensions;
5. and a number of other errors.

After analyzing competitors, we started collecting semantic core (SK). For this, we used the software - Key Collector.

In total, we collected more than 5,500+ key queries. Of these, we left about 2,000+ and clustered them (the others were not suitable for displaying ads).

In addition, from the collected SK, we separated and divided negative keywords and negative phrases into groups. After that, we wrote a technical specification for copywriting advertisements and moved on to the next stage of work.

When I received the task of writing ads, I did not immediately start writing. First of all, I analyzed the message of the text submission of competitors, because I needed to stand out from their background.

2-3 advertisements were written for each group of ads. We did this in order to test which message would be better suited to the audience, so that in the future, during SEO promotion and content marketing, we would understand in which direction to move when creating content

When we made adjustments to the site (connected analytics, hotjar and other tools), we immediately moved on to the technical setup of advertising. At this stage, we already knew what promotion strategy and funnel would be suitable for the client.

In general, our team did:

• We set up the RK by services, GEO queries and competitors;
• according to the SY, we created about 1,000 ad groups;
• we added the necessary keywords and advertisements to each group;
• we added lists of negative words and negative phrases and made bindings at the RK level and individual ad groups;
• we set up the necessary extensions for ads.
• we made settings for devices, audiences and ad display times