Case
PPC campaign for an International Student Exchange Program
About the Project:
Interreg Baltic Sea Region is an international student exchange program. The program offers more than money, it brings together cultures, perspectives, and expertise to get the best ideas and joint solutions.
Geo: Baltic Sea countries (Denmark, Estonia, Finland, Germany, Iceland, Latvia, Lithuania, Norway, Poland, Sweden, Russia, Belarus).
Target audience: Bachelor's and Master's degree students (ages 21-35).
Challenge
After suffering a Google penalty, Interreg Baltic Sea Region came to us with an urgent need to not just recover their position but deliver growth.
We created an integrated search strategy using PPC that focussed on quality across the board, addressing penalty issues and ensuring their content met the needs of users.
Solution
Google Ads Plan
1) We thought through the concept and created several targeted campaigns, ad groups and keywords for promotion in affiliate networks and advertising on search;
2) Negative keywords were implemented to prevent paid visits from irrelevant searches, and existing keyword targeting was significantly expanded;
3) Also, 13 effective texts for ads were compiled;
4) Timely adjustment and change of parameters of the advertising campaign were made. We also monitored the progress of the advertising campaign and advised on emerging issues;
5) We were conducted and provided weekly reports.
2) Negative keywords were implemented to prevent paid visits from irrelevant searches, and existing keyword targeting was significantly expanded;
3) Also, 13 effective texts for ads were compiled;
4) Timely adjustment and change of parameters of the advertising campaign were made. We also monitored the progress of the advertising campaign and advised on emerging issues;
5) We were conducted and provided weekly reports.
Facebook Ad Targeting Strategies
Advertising object: external resource: https://www.baltic-science.org/bari/ ;
Campaign objective: traffic;
Audience targeting: geographic, gender, age, as well as user segmentation by level of education.
Campaign objective: traffic;
Audience targeting: geographic, gender, age, as well as user segmentation by level of education.
Instagram Ad Targeting Strategies
Targeted advertising for an international project in the form of photo content.
Ad type: targeted post and teaser;
Audience targeting: geographic, gender, age, as well as user segmentation by level of education.
Ad type: targeted post and teaser;
Audience targeting: geographic, gender, age, as well as user segmentation by level of education.
Agreed creatives:
Analysis Google Ad Results. Ad 1
Geotargeting: Denmark, Estonia, Finland, Germany, Iceland, Latvia, Lithuania, Norway, Poland, Sweden, Russia (coverage - in proportion to the population).
KPI
Planned click volume: 2015 clicks;
Actual click volume: 2651 clicks.
KPI
Planned click volume: 2015 clicks;
Actual click volume: 2651 clicks.
metrics
Analysis Google Ad Results. Ad 2
Geotargeting: Russia (St. Petersburg, Krasnodar Territory, Siberian regions, Moscow - the main focus (40% of traffic), the other regions uniform coverage).
KPI
Planned click volume: 700 clicks;
Actual click volume: 1,281 clicks.
KPI
Planned click volume: 700 clicks;
Actual click volume: 1,281 clicks.
metrics
Analysis Facebook Ad Results.
Geotargeting: Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway, Poland, Sweden, Russia and Germany.
KPI
Planned click volume: 1659 clicks;
Actual click volume: 1799 clicks.
KPI
Planned click volume: 1659 clicks;
Actual click volume: 1799 clicks.
Analysis Instagram Ad Results. Ad 1
Geotargeting: Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway, Poland, Sweden, Russia, and Germany.
KPI
Planned click volume: 2,338 clicks;
Actual click volume: 2,338 clicks.
KPI
Planned click volume: 2,338 clicks;
Actual click volume: 2,338 clicks.
Analysis Instagram Ad Results. Ad 2
Geotargeting: Russia (St. Petersburg, Krasnodar Territory, Siberian regions, Moscow – the main focus (40% of traffic), other regions uniform coverage).
KPI
Consistent metrics: 800 clicks;
Achieved metrics: 800 clicks.
KPI
Consistent metrics: 800 clicks;
Achieved metrics: 800 clicks.
SEM Specialist
Project Manager
Ilya Khromov
Anastasia Kotova
Designer
PPC Specialist
Denis Koveshnikov
Alexandra Chugunova
Project's Team
