Mama Roma
SMM PPC
The company has its own marketing department, but is looking for points of growth in digital marketing.
Objective: Increase social media engagement through content marketing, analyze and propose a new strategy for PPC campaigns
Solution:
Analysis of SMM, PPC metrics.
The company didn't analyze its indicators in social networks except for the increase of subscribers. Also, previously the company used mass-following and mass-liking services, subscriber recruitment, which led to very poor engagement rates. The audience of subscribers was not the brand's target audience, which led to low reach and low return on social media marketing investment.
Analytics showed problems with ad campaigns, budgets were spent inefficiently, and there were problems on the website
Strategy Rebuild all AdWords campaigns, optimizing each one to reach potential consumers interested in buying.
Traffic volume is high for this industry, so we relied on key tactics. Pizza delivery is a hot query. People want pizza here and now, so the search campaigns worked better.
1.Advertising campaign by directions:
Promotional queries
Competitors, Pizza.
Pizza delivery and ordering.
Types of pizzas
By address
Promotion
Food Ordering
Competitors, food
Branded queries
Separately, the most converting queries based on the statistics for the last year. Ads were tested for lunchtime lunches, but the conversion was low, and the campaign was suspended.
2. We adjusted the cross minus of keywords
Lists of minus-words were made individually at campaign level
3. We customized displays in the radius of
Google Adwords - we have set up displays within the necessary radius from restaurants
4. We track conversions at device level.
5. We analyze attendance by time of day
Daily summary allows you to find the days of the week with a high conversion rate. Usually those are Friday and Saturday evenings. During the period of soccer matches, the conversion rate also increased.
6. We carry out A/B testing of the ads
We add ads in rotation for different actions with individual tags “utm_content”.
It is possible to analyze the statistics by utm tags, the “Contents of the ad” in Google Analytics, a report in Google Adwords on the texts of the ads.
7. We launch automatic strategies
Launch automatic strategies – “Average conversion price” and “Target price per conversion” in Google Adwords. The conversion rate increased.
The cost of an order decreased by 39% in Google Adwords.
SMM
We dashboarded Instagram analytics
We put together a content plan
We thought through each rubric, the content of the posts, the nature of the content and the style of communication.
We conducted a contest-collaboration
Involvement increased, posts get high coverage and as a result bring subscribers
Orders from social networks increased by 4 times