The biggest renting platform in Lithuania where registered members can rent each other various things

www.dalinuosi.lt/

Google Ads and Social Media goals

Campaign date: April 8, 2019 - April 28, 2019

Company’s marketing goal:

Attract customers

Tasks to reach the company’s marketing goal in this three weeks Google Ads campaign:

• CTR has to be at least 20%
• Quality Score has to be at least equal to 7

Tasks to reach the goal in this three weeks Social Media campaign:

• Attract 34 new users to company’s website every week
• Raise engagement index by at least 50% in company’s social networks ads and posts
• Ensure that at least 50% percent of company’s Instagram followers watch Instagram Stories.

Attract 100 new users to Dalinuosi.lt website in three weeks

Social Media

Google Ads campaign

Budget given: 42 €

Budget spent: 44,31 €

Shared budget between all campaigns - 2€/day

Maximise clicks strategy

Google Ads Key Performance Metrics

Highest CTR - 47.24%

(Campaign - Game consoles)

Lowest CTR - 21.08%

(Campaign - Action cameras)

Average CTR - 26.67%

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Highest number of impressions and clicks - 3875 impr. and 1019 clicks (Campaign - scooters and bikes)

Lowest number of impressions and clicks - 166 impr. and 35 clics (Campaign - action cameras)

One of the reasons why Scooters and bikes campaign has great results might be the growing trend of electric scooters.

Google Ads campaign insights

It was noticed that there is a correlation between weather temperatures and certain campaigns relevance:

• First of all, it was presumed that people in general choose to spend more time in nature when the weather conditions are good. So it was determined that the demand for Scooters & bikes campaign and its number of clicks increased with higher weather temperatures.
• Furthermore, when a lower weather temperatures occurred, the demand for Games consoles campaign and its number of clicks increased.
• Moreover, as suspected it was noticed that the demand and number of clicks increased for both campaigns on weekends (including national celebration days such as Easter)

Google Ads Conversions Metrics

1 conversion = 1 person spends at least a minute on Dalinuosi.lt website

Total number of conversions: 192

Highest number of conversions - 147 (Campaign - Scooters & bikes)

Lowest number of conversions - 2 (Campaign - Action cameras)

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Highest conversion rate - 17.05 (Campaign - Professional photography equipment)

Lowest conversion rate - 5.71 (Campaign - Action cameras)

Google Ads Cost Metrics

Average CPC - 0.07€

Lowest CPC (0.02€) - Scooters and bikes campaign

Highest CPC (0.11€) - Action cameras campaign

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Highest cost for 1 conversion - 2€ (Action cameras campaign)

Lowest cost for 1 conversion - 0.14€ (Scooters and bikes campaign)

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Google Ads Quality Score Metrics

Highest Quality Score - 9,14 Action cameras and Professional photography equipment campaigns

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Lowest Quality Score - 8,88 Games consoles campaign

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Google Ads Additional Performance Metrics

Scooters and bikes

Game consoles

Search impression share

Search lost top impression share (rank)

Search lost impression share (budget)

Invalid Clicks

Professional photography equipments

Action cameras

65,83 %

18

13,32 %

53,1 %

15,77 %

1,28 %

1

11,71 %

0

7,22 %

30,42 %

4,44 %

83,4 %

76,05 %

92,22 %

3

Most and least effective ads

Most effective ad

Least effective ad

119 conversions

1 conversion

Ad group - Scooters

Campaign - Scooters and bikes

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Ad group - Bikes

Campaign - Scooters and bikes

Keywords Metrics

Ad group - Scooters

Campaign - Scooters & bikes

Ad group - Scooters

Campaign - Scooters & bikes

Ad group - Bikes

Campaign - Scooters & bikes

Ad group - Play Station

Campaign - Game consoles

Extensions Metrics

Most conversions

Sitelink extensions - 153

Callout extensions - 141

Examples

Goals and results

CTR has to be at least 20%

Quality Score has to be at least equal to 7

Average CTR - 26.67%

Average Quality Score - 8.84

Google Ads campaign was successful

Bonus: 192 conversions

Social Media campaign

Budget given: 58.00 €

Budget spent: 34.29 €

2 paid ads

2 surveys

1 contest

1 post

5 posts

6 stories

Creating more social content

1st ad - 30,00 € (Budget given - 30,00 €)

2nd ad - 4,29 € (Budget given - 28,00 €)

Social Media (Facebook) results

The highest number of clicks - 464 (Ad 1)

The highest engagement - 71 (Contest)

The highest reach - 16396 (Ad 1)

Social Media (Instagram Posts) results

The highest reach - 193 and 186 audience members (Bike and Photo camera posts)

The highest engagement - 31 (GoPro)

The highest number of actions taken from post - 11 profile visits (Console)

Social Media (Instagram Story) results

The highest reach - 51 audience members

The highest number of impressions - 69

The highest percentage of reach/followers - 18 %

Post of Items from Topo Centras

Social Media campaign results

Main KPI

URL Clicks

100

Reach

3000

Engagement index

+50%

Votes/Reach

2%

Engagement by Content Type

KPI (plan)

Instagram Story views

50%

Main KPI

URL Clicks

589

Reach

29813

Engagement index:

+48% +113%

Votes/Reach

1,4%

The most engaging content - contest

KPI (results)

Instagram Story views

18%

The highest engagement index was noticed in the post about a contest.

Notwithstanding, it was determined that posts that have information about items such as price attain a higher engagement index than posts without such information.

Social Media campaign was successful

Recommendations (Google Ads)

• To determine which items are the most in demand at different periods of time
• To set budget for campaigns separately
• To keep using extensions
• To make sure that keywords are related to the ads as much as possible
• To count conversions as key performance metrics
• To separate certain items groups on Dalinuosi.lt website, ex. scooters and bikes should be in separate pages on the website

Recommendations (Social Media)

• To post more social content
• To post on Instagram more often and to create Instagram Stories
• To use bit.ly or similar tool to shorten URLs in order to render the posts more appealing and to be able to count the number of clicks for certain URLs.