Initially, FRK Service management filled out a debriefing document, which allowed us to understand the differentiators from the competition, the target audience demographics and how often customers return. The next step was to extract important data from the supplied client Google Analytics and Google Ads accounts. With his information, we established that there are two main types of customers:

1.  Men between 21-34 who are mostly interested in ways to improve car performance.
2.  35-54 year old men interested in car maintenance, who appreciate customer service & safety.

At the same time, we noticed that there were very specific searches, including a multitude of engine types, cars & model codes. This is why we included in our strategy DKI ads to generate quality traffic at low costs. Once we were aware of the high number of searches that included model codes mentioned above, we decided to create DKI ads in order to have a higher CTR for a smaller bid.

The information taken from Google Ads and Google Analytics played a very important role in helping us make this decision. DKI ads reach more specific and longer searches, meaning they brought a lot of relevant traffic at a low cost.

We place high importance on understanding how potential customers look for the promoted service or product, so that we can create super-relevant ads. This is why DKI ads were most successful for this account. In just three months, we generated 85 leads with a CPA less than €20 and a conversion rate of over 10%!

We’re always striving to improve results, through optimizations and internal audits. This involves the entire PPC team checking the account and making a list of proposals to improve both the promotional platforms and the client’s website. We also think about adding new components to existing campaigns or other platforms, but everything is done gradually, depending on the results and the client’s budget.