Setup & strategy
We started by creating search campaigns for each of Onlinecargo’s core services – all kinds of transport services such as sea freight and air freight. This let us control the budget for each campaign and service, and write ads tailored to each service, creating relevance between the search and the ad copy.
We also created a few display campaigns for the core services, targeting relevant audiences and websites, and supplemented this with a display remarketing campaign targeting users who had visited the site without converting. Finally, we tested an international campaign targeting Germany, aimed at users looking to buy transport from Germany to Denmark.
Ongoing optimisation
We continuously removed irrelevant search terms so the ads only appeared for relevant searches, and found new relevant searches to bid on that also brought in conversions and leads.
We experimented with different bid strategies with the goal of the lowest possible cost per conversion – mainly Maximise conversions and Target CPA. We also kept testing ads with different messages to see which ones delivered the most conversions and the highest CTR.
Finally, we worked a lot on the display campaigns, including unique banners for the services, and continuously excluded targeting and placements that didn’t work to keep the campaigns as focused as possible.
