Pacific VS
PPC Website development
Solution We started with the analysis of the current situation in order to identify weaknesses of past promotional campaigns. We looked at all the analytics and how they were set up, since on the basis of this data the client was making a decision about the effectiveness of the advertising campaigns, about the quality of the work of the contractors, about the use of various marketing tools.
We have developed a promotion strategy for the company, which took into account the ultimate goal - the generation of potential customers. We also noted that their previous website was not conversion-oriented. In order to demonstrate this, we created a new landing page and ran A/B-testing to see which design and wording best resonated with their audience.
We turned out to be right and started working with a landing page that we had made ourselves. A website for the premium segment should demonstrate the level of service from the first page and inspire confidence in the right choice. Therefore, we need to keep up with the times, use and think carefully about the content. It is important to present the details of the offer correctly: the information should be easily accessible, understandable and have a format that appeals to the potential customer.
The main emphasis was made on advertising in Google Adwords.
For sales, we launched a general campaign and several separate campaigns for popular models of yachts.
Emphasis was made on uniqueness and emotions. The company is attentive to each client. The main principle is high quality of detailing.
Campaign management and optimization We launched contextual advertising and started attracting an interested audience. Despite the fact that luxury goods are usually emotional purchases, customers don't make a decision right away. It takes time to explore options and compare similar offers. To be reminded and not lose contact, we set up remarketing to users who:
Spent a lot of time on the site but didn't take a targeted action;
Clicked on the call, but did not call.
We set up end-to-end analytics and tracked associated conversions. We constantly analyzed the results and optimized the campaigns: cleaned the sites in advertising networks, corrected the list of negative words, and disabled inefficient requests. This allowed us to achieve good behavioral indicators (bounce rate, viewing depth and session time).