Advertisement for a network of currency exchange points in Poland
Let's describe the client's case when we launched an advertisement for a fiat currency exchange.
Foreword
The client decided to launch a new business: a new brand, a new website. The website primarily served as an information platform—where exchange points are located, what courses are currently available, and also provided the opportunity to call and ask questions. The main information was available directly on the website, so the key challenge was that we did not expect conversions as such. In this case, the search advertising campaign was more of a tool for increasing brand awareness.
Analysis of currency pairs and semantics
Together with the client, we worked out a list of currencies and currency pairs for which we were going to launch advertising. In addition, we added general search queries such as “currency exchange Wrocław.” A little later, the client added a service for exchanging cryptocurrency for fiat money, but specified that this was not their main focus. It was more of an additional service for “their own people.” We did not plan to promote it widely, so there were no direct references to it on the website.
Structure and launch of advertising campaigns
At the start, as was logical, we created our first campaign in Polish: we gathered semantics, built a structure, distributed keywords into groups, and launched it. At the same time, we began preparing campaigns in other languages. It is no secret that a significant portion of Ukrainians are currently in Poland (and there have always been quite a few). Therefore, search campaigns in Ukrainian were important. Since a significant portion of Ukrainians speak Russian, we also created campaigns in Russian. There was also a small demand for English, although it was minimal. As a result, we covered four languages: Polish, Ukrainian, Russian, and English. Keywords were collected and ads were written for each language.
Since we initially decided that search campaigns would also work for brand awareness, we launched banner campaigns in parallel. We created our own audiences from users who entered relevant queries into the search (this data was already in the account) and added remarketing there as well. Together with the client, we prepared banners: they had a lot of materials with their logo, which we adapted to the advertising format. So we launched campaigns to increase awareness. In the media campaign settings, we also divided the languages: one campaign, but with different groups for different languages and corresponding banners.
Multilingual campaigns
Search + banners
Conversion:
view rates
Business scaling
Since the website did not have a full-fledged sales funnel, we identified the only target action—viewing the current exchange rates. We advertised the main page, which had a tab labeled “View current rates,” and considered this event to be the main conversion for analyzing effectiveness. Of course, we also tracked calls and other actions, but the main indicator for us was related to viewing the exchange rate. This allowed us to evaluate the effectiveness of the campaigns in some way, even though the main task was to be at the top of the search results and work on the brand.
Results
After 3–4 months of advertising campaigns, the client had received over 50 genuine reviews on Google Business (these were real reviews from customers, not purchased ones). Subsequently, a second exchange point was opened, for which we also launched advertising, and the client plans to open a third point. Then the campaigns can be scaled up and advertising can be launched throughout the city.
