Case: audit of advertising campaigns and analytics for PalmKey
#real estateTask
Identify the reasons for the low effectiveness of advertising campaigns, stoppages and poor training strategies. Provide a specific correction plan for the growth of applications and traffic quality.
Key problems (what they found)
Online advertising was targeted according to the following principle:
Targeting key queries (for example, “buy miniature paintings”, “exclusive paintings”).
1. Budgets and strategies
Targeting key queries (for example, “buy miniature paintings”, “exclusive paintings”).
1. Budgets and strategies
- The average daily budget is not set.
- Campaigns regularly stopped → strategies were not trained.
- Not enough conversions (less than 10 per week).
- Not all 8 quick links were used → reduced CTR.
- No rights to organize → impressions in Maps do not work.
- For RF advertising, only a Thai number is indicated → call loss.
- Very narrow semantic core (the limit of 200 phrases is far from being used).
- Missing keys with purchase intent:
“investment”, “invest”, “purchase”, “tai”. - Partially there are non-target requests → negative phrases are needed.
- No “thank you page” target.
- The “Lead responded” goal is used, but there is not enough data for it → optimization does not work.
- 55+ years - more than 50% of traffic, but the worst indicators: depth 1.03, refuses 30.7%, weak involvement.
- 35–44 years old - the best quality audience, but underestimated.
- Audience interests are mostly irrelevant (tourism, entertainment).
Recommendations (what was suggested)
- Set up the average daily budget and exclude campaign pauses.
- Expand and rework the semantic core.
- Work through the list of negative phrases
- Add all quick links.
- Verify rights to the organization.
- Divide organizations/numbers for different GEOs.
- Rebuild conversion goals (via “thank you”).
- Increase weekly budget or adjust CPA.
- Adjust age: reduce 55+, increase 35–44.
- Leave only core interests: investments, real estate, business, emigration / relocation, foreign real estate
Result
The client received:
- clear list of critical errors;
- priority patch plan;
- a basis for stable learning strategies;
- clear logic for increasing the quality of requests without draining the budget.
Other cases
Leave a request and get a marketing services quote
Your name *
+1 (___) ___-____ *