Search Advertising of Legalisation in Poland and Obtaining Karta pobytu
The client with an existing business in Poland asked us for advertising launch. His company helps to legally obtain Polish Karta Pobytu or EU residency.
Search advertising setup in Google Ads
Our task was to launch search advertising, as the client had a great case study of being the main ambassadors of their brand, developing their personal brand and thus providing their company with a flow of new customers and employees with the opportunity to work and earn money.
We set up native advertising in social networks, publication of useful content, collaboration with relevant Influencers – all this gave excellent results and lacked for the full complex of just search advertising.
Together with the client we determined that the budget is not big, so we are looking for the hottest audience, we understand that people who are already in Poland, knowing the local problems and clearly aimed at obtaining the result of legalisation will be better for us than those who are still abroad and rather monitor the topic for the future.
Also the client has an excellent office and in general his position is maximum openness to clients, we always use these USOs in advertising, we will be glad to meet you at our office, we are on call at any minute, but please respect our time, we work only on legal schemes, etc.
On the one hand it may seem that all these are empty phrases, a lure, but when you say so and back up your words with real reviews and show a 4.9 rating on Google Business, seeing individual, long, written in different styles reviews of real clients, it works.
Especially these USOs, if they’re real, are relevant to a client’s niche, where there’s a fear that you’ll just get screwed for money and only do the immitation of work.
Based on the above, we decided to narrow down the targeting and took the neighbouring regions of Poland, so that the phrase we are glad to see you in our office, sounded logical, a person did not need to travel 4 hours one way.
Technical part of ads setup
1. Checking the site for bugs.
2. Setting up conversions. In our case there is no call tracking, so we configured clicks on the phone number, sending a request and the beginning of a chat with a consultant through a form on the site.
3. Keywords research. In the process of communication with the client we found out, for example, that the concepts of temporal residence permit and permanent residence permit are searched for by people who are not familiar with the terms in Poland, where they are called karta pobytu and yes it can be for a different period of time, there is also a card of polish, but it is a completely different document, EU resident is also a separate term. All this was talked about, worked through and made a list of 125 keywords and prepared a list of negative words in advance.
4. Analysed the website, pages in social networks, customer feedback. On the basis of this data, we formed a UTP for the adverts.
Launching ad campaigns
We run the first ad on search. As always we divide keywords into groups, add keywords only in exact match. This is very important especially when the advertising office is new and there are no statistics and campaigns trained on it. It seems obvious to us, but we constantly see in audits that many people do just the opposite, launch in phrase or even broad and then wait for a long and expensive time until statistics are built up, until Google itself realises who our target audience is by its own mistakes.
That’s why we always recommend that to save time and money you run ads for the hottest audience and for keywords in exact match, in which you are 100% sure.
Even if the keywords are in exact match, you should always look closely at the search term report in the first few days and add negative words. Since last year, even in an exact match there can be synonyms of your keywords and even other phrases.
We did all this, conversions all that we can we set up, so in the first month we had great results and a satisfied client.
Then when we switched to an automated strategy with a target cpa for conversions and the campaign was already working steadily, we added groups with keywords in phrase matching, with cross negative words in the exact match that were in other groups. Again we analysed search queries and added new negative words. So we increased the number of conversions by 35%, while the cpa did not increase.
We thought to add more groups with keywords in broad match, but frankly speaking we almost never use them. If you have a well-developed keyword list, then imho exact and phrase are completely enough.
conversions setup
keywords research
1000+ leads
$2 CPL
The next step was a banner campaign. We did not hurry with it, as the client already had media campaigns in social networks and YouTube. However, as we wrote above, it was organic and collaborations.
We looked at the possible targeting on the client’s niche and did not find relevant and large in size, so we decided to launch a smart campaign based on Google Analytics data about the site visitors, their interests and current intentions + we already had a great campaign on search, that is, Google Ads also understood who our audience was.
We launched it with Enhanced CPC and minimal budget. For 2-3 weeks the campaign worked well or badly, but we didn’t touch it much, as our main task is advertising in search. Then we switched it to the strategy of maximum conversions and slightly increased the budget, left it for a week, then applied the same strategy as in the campaign on search, target cpa for conversions and after 4-5 weeks it started to work just fine, that is, it gave more conversions than search and at 2 times lower price.
In terms of analysing the quality of leads, we honestly could not calculate that the media campaign gives worse or better leads, a lot of leads from calls, many go to messenger, in a word we could not clearly compare the quality of leads, but based on our experience, we know that the conversion to a quality client from search is 2 times higher, so here we decided that on search we will spend 70% of the budget, and the media will be limited, made there CPA lower by half, and still it works well even at such low rates.
Results
There were three factors in the last month:
1. We have completed all the basic work on the launch of advertising.
2. The war in Ukraine increased demand for client services.
3. Our main competitor was forced to stop its advertising.
Thanks to these factors we were able to increase the number of leads by 6 times, comparing March and the first month of our advertising, compared to February we got 2 times more hits.
Now we will test creatives and expand the geography if necessary. The client is satisfied and we are happy with his success and the fact that we can share the algorithm of actions for search advertising in Google setup to achieve it.
