Launching Google Ads for air transportation services
The client transports cargo, vehicles, and animals around the world. Launch of B2B and B2C advertising.
Foreword
Today we will talk about launching Google Ads for a client who transports animals around the world. The service is quite niche and specific, which is why it was important to carefully select keywords and structure advertising campaigns.
Together with the client, we developed the following campaign structure.
Areas of focus:
Delivery of goods from the US, delivery of cosmetics from Korea, electronics from China, goods from China and the US in general, delivery of spare parts from China and America, as well as general delivery and a list of countries to and from which goods and parcels can be shipped.
Air delivery, charter delivery, delivery of dangerous goods, delivery of food products, air transportation of animals, air transportation of pharmaceuticals, courier delivery worldwide, delivery of perishable goods.
International transportation: bulk, transportation of special equipment, oversized cargo, liquid cargo.
Sending personal belongings abroad.
As you can see, the list of services and areas is quite extensive, but there are virtually no search queries for many of them. At the same time, customers are interested not only in B2C queries such as “send a parcel,” but also in serious B2B areas, such as international delivery of special equipment.
Results of the first month
We launched our first campaigns and achieved the following results:
196,946 impressions,
1,119 website visits,
25 clicks on email,
10 clicks on Facebook,
8 online applications via the form,
3 clicks on the phone number.
In total, there were 46 target actions with a budget of 4,785 UAH.
What we did
We worked through a list of 358 keywords and added 69 negative keywords.
We launched 44 ad groups across all service categories (except sea freight), writing three unique ads for each group.
Additionally, we tested banner campaigns: ads were shown to users who visited competitors' websites or searched for similar services.
We set up tracking for all conversions on the website to see not only applications but also clicks on email and phone numbers.
358 keywords
44 ad groups
Banners on competitors
46 conversions
Plans for next month:
– analyze the quality of inquiries,
– determine a list of keywords to keep,
– adjust the budget based on the results.
Key points
Even when there are seemingly few search queries for B2B services, you can create a suitable advertising campaign structure, select the right keyword match types, and get started. The main thing is to then review the search query report, clean up spam, and let the campaigns generate statistics so that you can successfully transition to a smart strategy for maximum conversions.
