hellokilap

Cuci mobil tinggal hello aja!

COMPANY

PROFILE

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COMPANY

PROFILE

Bebas Pilih Jadwal

Dan Lokasi

SERVICE ON CALL

GARANSI HUJAN

Eco-friendly Car Shampoo

Talent Proffesional dan Sudah Vaksin

Cashless Payment

OUR TEAM

Razan F

Kevin

Mega Putri

Bernadetta

Dask Lady

Nurul Trimulyo

CAMPAIGN

CAMPAIGN

STRUCTURE

Campaign Type : Conversion

Bidding Strategy : Manual CPC

Location : Jakarta

Home Service

Interior

& Exterior

Competitor

Home Service

Interior

& Exterior

Competitor

Hello Kilap

Google Ad Account

1 ETA

1 RSA

1 ETA

1 RSA

1 ETA

1 RSA

KEYWORD

KEYWORD

KEYWORD

We created 3 campaigns for Jakarta because we target people with different interest.

We structured our ads group based on the value preposition that we provided on our landing page, which were home service, car wash package and interior and exterior car

we created 1 RSA and 1 ETA according to google minimum recomendation

CAMPAIGN

STRATEGY

Conversion

Conversion click

Max CPC

(optimize conversion)

CAMPAIGN BUDGET

BIDDING

STRATEGY

Day 1

Home Service 40K

Day 2

Home Service 40K

Interior & Exterior 30K

Competitor 3K

Day 3

Home Service 60K

Interior & Exterior 25K

Competitor 25K

Day 4

Home Service 150K

Day 5

Home Service 120K

Home Service 3.5K

Home Service 3.5K

Interior & Exterior 3.5K

Competitor 2K

Home Service 3.5K

Interior & Exterior 3.5K

Competitor 2K

Home Service 3.5K

Home Service 3.5K

BUDGET ALLOCATION

Total Budget for 5 days : IDR 500K

Average daily budget : IDR 100K

​

Reasoning :

Since we started the campaign, we decided to allocation 100K/daily for our three campaigns and the campaign was not perform. We deleted 2 campaign was not perform and allocate all our budget only to one campaign. The reason is to generate maximum leads in limited time with limited budget. Therefore, on the 5th day we would had already spent our entire budget 500K

CAMPAIGN STRATEGY

CAMPAIGN

SUMMARY

Leads

​

Clicks

Impressions

​

CTR

​

Conversion Rate

17

​

144

3238

​

4.45%

​

11.81%

1

13

3

OPTIMIZING

OPTIMIZING

DAY 1

1 NOV | BUDGET SPEND

IDR 26.800

RESULT

CLICKS

8

• Doing keyword research
• Create Account Structure
• Bidding Ro 3500 on campaign 1&3 and Rp. 2000 on campaign 3
• Launch Campaign, 3 Campaign with 1 adgroup on each campaign. Phrase Match type and RSA Ads

Action

Insight

After 6 Hours running the campaign the result is :

• Very Low Impression
• Less Clicks

• Change the search type:

From exact to Phrase on every campaign

• Create 1 ETA ads for each Campaign
• Increase LP pagespeed

IMPRESION

93

CTR

8.60%

Action Again

OPTIMIZING

DAY 2

RESULT

CLICKS

28

• Increase budget for Best Performance Campaign (Campaign 1 to 50%)
• Reduce Budget for less performance Campaign 2

(-Rp 10.000)

• optimize keyword : add keyword interior campaign "desinfektan" "premium car wash" "car clean"

Action

Insight

• CTR Decrease
• Low Clicks
• Less Conversion

IMPRESION

680

CTR

4.12%

2 NOV | BUDGET SPEND

IDR 103.000

OPTIMIZING

DAY 3

3 NOV | BUDGET SPEND

IDR 70.500

RESULT

CLICKS

49

• Turn off low performance Campaign (2&3): Interior exterior & competitor
• Optimize quality score
• Increase Budget 100% on campaign 1
• Made Negative Keyword based on search term: Alat, Anak, Busa, Cara, Carl's, Depok, Hidrolik, Mesin, Surabaya
• Optimize Landing Page : Add CTA/submit button in package section , check relevancy in LP. Add Highlight Promotion “Gratis 1x Cuci”
• Optimize Headline with made Ad Streght form Average into Good.
• More Push marketing in headline

​

​

Action

Insight

• CTR Decrease
• Low Clicks
• Less Conversion

IMPRESION

1370

CTR

3.59%

Conversion

1

OPTIMIZING

DAY 4

4 NOV | BUDGET SPEND

IDR 213.000

RESULT

CLICKS

112

Pause ETA Ads becuse less clicks, less convesions, It make Low CTR.

Optimize quality score

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More add Negative Keyword based on search term:

3m, Liqud, Litre, Soap, Kit, 24 jam, Baseus, Bintaro,BSD, Cartoon, Artinya, Model, Canvas, Bayi John, Glaze.

�

Action

Insight

• Low CTR

​

IMPRESION

2870

CTR

4.56%

Conversion

17

OPTIMIZING

DAY 5

4 NOV | BUDGET SPEND

IDR 103.000

RESULT

CLICKS

144

• Scheduling Ads at 07:00-21:00. Based on data the time that reach clicks 

​

• Exact Keyword Car wash,cuci mobil, & cuci mobil terdekat because High impression but low CTR 

Action

Insight

• CTR Derease
• Low Click

​

IMPRESION

3239

CTR

3.90%

Conversion

17

OPTIMIZATION

Optimize Page Speed

• Change layout background from photo to solid color.
• Compress size all icons and pictures in Landing Page �

Optimise Quality Score

• Input copy of keyword and headline in LP to make revelancy
• Push marketing romotion “Gratis 1x Cuci
• Put submit button in package section
• More Urgency

Score Before Optimize 85 & 66 

OPTIMIZATION

BEST ADS

PERFOMANCE

INSIGHT &

RECOMMENDATION

INSIGHT &

RECOMMENDATION

Ad group Home Service has the best performance, it has the highest clicks, impressions, CTR, conversions, and conversion rate. The keywords used in this ad group have a higher search volume. Even though we used phrase match type for the keywords in this ad group, the keywords generate a low CTR less than 5%. Therefore, we added some negative keywords based on the search term keywords (on the third day campaign

INSIGHT

INSIGHT &

RECOMMENDATION

Responsive search ad has the best performance in Home Service Ad Group, it has the highest clicks, impressions, CTR, conversions, and conversion rate.

INSIGHT

INSIGHT &

RECOMMENDATION

KEYWORDS

PERFOMANCE

INSIGHT &

RECOMMENDATION

INSIGHT

• Lead demography : more male (>60%), especially age 25-34.
• Landing Page (LP), ads, and keywords relevancy leads to a best performing ad.
• Responsive search ad (RSA) type results in a higher impressions, clicks, click-through-rate (CTR), and conversions.
• Setting a high bidding for keywords (based on keyword planner) affects the ads position.

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WORKED

• Even though, it generates the most lead, male demography has low CTR (<5%).
• Keyword with a low quality score leads to low CTR (<5%)
• Conversion rate (CVR) for RSA is >10%, but the CTR is still <5%.
• No matter how high your bidding is, if the keyword is not relevant to your LP or do not have sufficient amount of search demand, the ad will not appear on search network.

DOESN’T WORK

INSIGHT &

RECOMMENDATION

RECOMMENDATION

• Create a more attractive ad copies and extensions especially for male audience

age 25-34.

• For a specific keyword like [cuci mobil] and [car wash], should directly set with exact match type to prevent from low quality score and all the irrelevant searches that lead to a low CTR.
• Turn off the low performing ad type (ETA) on the next day if the CTR only reach 1% because it’ll decreases the CTR of the overall campaign.
• Check the Ad Preview & Diagnosis and Auction Insights, the day after the ads are running to determine the low performing ads based on the ads ranking so that we can:

1. Change the ad group with more searched keywords in the same campaign or different campaign

2. Create ads to more relevant ad-copies with the keywords and LP

FOR THIS TYPE OF CAMPAIGN

THANK YOU