Case

Google Ads for Cars from USA

Client

Cars from USA

Projects Timeline
2022-2023
Services

Google Ads, Google Analytics 4, Google Tag Manager

1

Client

The Client is a web-based platform that facilitates the search, purchase and export of vehicles from Copart, IAAI’s North American wholesale automotive auctions. It serves international buyers by offering access to a wide selection of used and new vehicles at wholesale prices. The company combines land and sea transportation to deliver vehicles directly to buyers around the world, simplifying the process of buying cars from the US and Canada for a global clientele.

2

The Task

Increase the number of successful registrations on the site with the same CPA (cost per conversion). The growth of conversions is needed all over the world, but the priority countries are Nigeria and Ghana.

3

First Step

We started by analyzing the website, advertising campaigns, and analytics in general. The client had only search campaigns with a breakdown by country, a total of 10 campaigns without a breakdown by keyword type. We developed an advertising strategy for the main countries and those that gave conversions by target CPA.

The structure of search, remarketing, new Performance max campaigns for each country (mindmap) was developed. With the correct structure by keyword groups.

4

Google Analytics

We checked the work of Google Analytics. We developed the ToR for tracking additional events in Google Analytics, events for Google Ads

5

Google Ads

Search campaigns
Existing search campaigns had a large number of keywords, as well as broad match or match modifier keywords, which accounted for the bulk of the campaign costs. Ad groups had different keywords with different directions in one group (competitors, auctions, brand).

We changed the settings of existing search campaigns, collected new keywords using Google Keyword Planner, created new ad groups in existing campaigns, arranged existing keywords according to the strategy, made better texts, and collected negative keywords based on search queries. In addition, we added all available Google Ads extensions.

Remarketing
For remarketing, we created audiences, prepared campaigns, and launched remarketing.

In August, we received +500 conversions and a 1.54% decrease in CPA.

For the next 2 months, we worked on optimizing search campaigns:

– Disabling ineffective keywords;
– Adding negative keyword;
– Testing different campaign strategies.

Performance Max
Prepared and launched 4 Performance Max advertising campaigns for priority locations. We set up dynamic remarketing on the website and added it to new campaigns. We created images and added texts. We got more registrations with the same CPA.

6

Overall result

Using the full functionality of Google Ads, as well as a well-constructed advertising strategy, we achieved a 41% increase in conversions and a 21% decrease in CPA.

 

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