A mini-case on how to set up an advertising campaign in a foreign language, knowing how Google AdWords works
Have you been to Sweden? We are yes! But our trip was not of a tourist nature, purely professional. And we visited her virtually, from which she did not become less exciting and exciting. Today we will tell you about our experience of virtual taxi rides around Stockholm.
Client company: Catchmyflight.se
Not so long ago, a small company from Sweden, dealing with the transportation of passengers from Skavsta Airport to Stockholm and back, contacted us.
Objective: Launch an advertising campaign in Swedish and English on a small number of foreign language requests. Geography is the whole world.
Indicator of achievement: increase in the number of calls and orders for taxi cars.
Features:
1. A rather narrow selection, because there are three airports in Stockholm, and Skavsta is not the most popular of them.
2. Lack of predictive statistics for Google AdWords at the initial stage of work.
3. Ignorance of the Swedish language, difficulties in selecting key queries and writing informative texts of announcements.
The subject “Passenger Transportation” has its own nuances in contextual advertising. Based on theoretical knowledge and experience working with Russian-language sites of the most diverse orientation and geography, we ventured into the development, having secured the client’s willingness to help with the translation. We needed to think over a strategy and assemble a puzzle from requests, announcements and settings in Google AdWords.
How It Was
Search Engine: Google. Toolkit, respectively, Google AdWords.
Geography: the whole world.
Targeting: search queries, both narrow (translated: Skavsta – Stockholm taxi) and wider (Skavst transfer, buses to / from Skavst, etc.).
Request and ad language: English and Swedish.
Mechanics of interaction with the client: we proposed the initial versions of the requests, together with the client they examined them, collected the most effective ones and wrote the texts of the ads. Working closely with the customer has become not only pleasant and interesting, but also superconstructive.
Which devices do most users look for taxi services in an unfamiliar city? Of course, with mobile gadgets. The Google Analytics report has confirmed our hypothesis. He also suggested at what time of day this happens most often:
What they did: put on data on impressions, adjusted bids for computers and set up odds for bids on time of day.
The result was not long in coming!
results
2 weeks after the launch of the advertising campaign, the first results were obtained:
* Data is partially hidden in accordance with the client agreement.
We got a well converting campaign giving a large number of hits. In 90% of cases, a visitor to the site became a taxi client, that is, placed a car order!
Summary
The development and launch experience was interesting, but campaigning on a regular basis in an unfamiliar language would be too presumptuous. Therefore, we observed a certain time, conducted training on the client side and handed over the advertising to a staff member of the company who speaks Swedish and basic knowledge to support Google AdWords campaigns.
Feedback from our customer
“Our startup“ Shuttle Taxi to Stockholm Airport ”was a completely new project and unknown to anyone in the city. To get the first customer flow and become recognizable, we relied on contextual advertising on Google.
To tell about the advantages of Catchmyflight.se taxi, and most importantly, to find a way to the target audience, was the main task proposed to the Velas team.
Our company’s offer is unique in that instead of all the usual taxi cars, we provide comfortable minivans into which you can easily load bulky luggage or conveniently accommodate a large campaign. We pay great attention to the service: helpful and attentive drivers, drinking water and Wi-Fi in the cabin. We try to take into account everything to the smallest detail and make the passenger journey as pleasant and safe as possible.
Velas employees coped with the tasks: from launching an advertising campaign to its adjustment and issuing recommendations for improvement - everything was done at a high professional level. A few months later, the company's managers trained our employee how to maintain the campaign in working order. And of course, in case of difficulties, they are always ready to help!
Our Google AdWords campaign is stable now, bringing us 80% of customers. ”
Client company: Catchmyflight.se
Not so long ago, a small company from Sweden, dealing with the transportation of passengers from Skavsta Airport to Stockholm and back, contacted us.
Objective: Launch an advertising campaign in Swedish and English on a small number of foreign language requests. Geography is the whole world.
Indicator of achievement: increase in the number of calls and orders for taxi cars.
Features:
1. A rather narrow selection, because there are three airports in Stockholm, and Skavsta is not the most popular of them.
2. Lack of predictive statistics for Google AdWords at the initial stage of work.
3. Ignorance of the Swedish language, difficulties in selecting key queries and writing informative texts of announcements.
The subject “Passenger Transportation” has its own nuances in contextual advertising. Based on theoretical knowledge and experience working with Russian-language sites of the most diverse orientation and geography, we ventured into the development, having secured the client’s willingness to help with the translation. We needed to think over a strategy and assemble a puzzle from requests, announcements and settings in Google AdWords.
How It Was
Search Engine: Google. Toolkit, respectively, Google AdWords.
Geography: the whole world.
Targeting: search queries, both narrow (translated: Skavsta – Stockholm taxi) and wider (Skavst transfer, buses to / from Skavst, etc.).
Request and ad language: English and Swedish.
Mechanics of interaction with the client: we proposed the initial versions of the requests, together with the client they examined them, collected the most effective ones and wrote the texts of the ads. Working closely with the customer has become not only pleasant and interesting, but also superconstructive.
Which devices do most users look for taxi services in an unfamiliar city? Of course, with mobile gadgets. The Google Analytics report has confirmed our hypothesis. He also suggested at what time of day this happens most often:
What they did: put on data on impressions, adjusted bids for computers and set up odds for bids on time of day.
The result was not long in coming!
results
2 weeks after the launch of the advertising campaign, the first results were obtained:
* Data is partially hidden in accordance with the client agreement.
We got a well converting campaign giving a large number of hits. In 90% of cases, a visitor to the site became a taxi client, that is, placed a car order!
Summary
The development and launch experience was interesting, but campaigning on a regular basis in an unfamiliar language would be too presumptuous. Therefore, we observed a certain time, conducted training on the client side and handed over the advertising to a staff member of the company who speaks Swedish and basic knowledge to support Google AdWords campaigns.
Feedback from our customer
“Our startup“ Shuttle Taxi to Stockholm Airport ”was a completely new project and unknown to anyone in the city. To get the first customer flow and become recognizable, we relied on contextual advertising on Google.
To tell about the advantages of Catchmyflight.se taxi, and most importantly, to find a way to the target audience, was the main task proposed to the Velas team.
Our company’s offer is unique in that instead of all the usual taxi cars, we provide comfortable minivans into which you can easily load bulky luggage or conveniently accommodate a large campaign. We pay great attention to the service: helpful and attentive drivers, drinking water and Wi-Fi in the cabin. We try to take into account everything to the smallest detail and make the passenger journey as pleasant and safe as possible.
Velas employees coped with the tasks: from launching an advertising campaign to its adjustment and issuing recommendations for improvement - everything was done at a high professional level. A few months later, the company's managers trained our employee how to maintain the campaign in working order. And of course, in case of difficulties, they are always ready to help!
Our Google AdWords campaign is stable now, bringing us 80% of customers. ”