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Surf around Client Profile

The client specifically asked our team to analyze and advertise the theater festival “Nerk į teatrą”

and the website: https://nerkas.lt/

Preparation of performances

Dissemination of information about performances

Educational activities.

Operating time: 25 years (123)

Company size: 145

Laisvės al. 71, Kaunas

https://dramosteatras.lt/lt/

Kauno valstybinis muzikinis teatras
Kauno miesto kamerinis teatras

Location

This is the first professional theater in Lithuania, since its establishment in 1920 it has been one of the most important cultural centers of Lithuania and the city of Kaunas.

Main competitors

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Dive into AUDIENCE

Young adults - high demand

Young adults - low demand

16 - 25 years old

Young adults who do not often go to performances but may be interested

Often watch movies and series
Interested in the latest trends
Sometimes go to the theater to diversify everyday life
Like active free time in a group of friends

Young adults who are interested in theater and go to performances regularly

Often read books
Interested in history, culture
Prefer performances more often than movies
Appreciates long conversations over a cup of coffee

Google Analytics

Personas

AGE

GENDER

LOCATION

DEVICE

TRAFFIC

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submerge into competitors

Klaipeda State Musical theater

Main competitors of

Theater festivals

Kaunas City Chamber Theater

“Musical August at the seaside”

“Starting point”

Lithuanian National Drama Theater

“Spring”

“Kaunas Puppet”

Kaunas State Puppet Theater

Using the keyword “theater festivals” in Google Search

Our client’s festival “Dive into the theater” comes first

Competitor’s festival “Kaunas Puppet” comes second

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belly flop into current marketing

Website: https://nerkas.lt/

Website

Nerkas.lt

Newsletter
Ticket purchase
Client information

Social media

80% visitors from Lithuania

(Kaunas, Vilnius)

60% visitors use computers to Google the site directly

242 followers

872 followers

Communicates about the upcoming activities in the festival

Strengths

Weaknesses

Clear content
Visually strong
Simple layout
Mobile version well optimized

No CTA
„Chatbot“ is not used

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nose dive into marketing Goals

Main goals

Secondary goal

Generate more user flow into the nerkas.lt website.

Increase awareness of the festival.

Increase sales

Google Ads goal

Generate 24 conversions in 4 weeks

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Float into Google ads Goals

Clicks 385

Imppresions 2904

CTR 13.3%

Avg. CPC 0.03

Conversions 24

After analyzing the upcoming campaign’s forecast with the Google Analytics Keyword Planner, preliminary metrics have been calculated to show the success of the upcoming campaign.

KPI’s:

Conversions

Click-through rate

Clicks

Click-through rate:

▪ Create compelling ads that will appeal the audience

▪ Use the best ad extensions

▪ Use a smart bidding strategy

▪ Adjust the relevance of keywords and negative keywords.

Clicks:

▪ Choosing the right keywords will maximise the metric

Conversion:

▪ According to the client a conversion is when a person purchase a ticket.

Objectives

Source: Google Analytics Keyword Planner https://ads.google.com/intl/en_pk/home/tools/keyword-planner/

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leap into Google ads strategy

Young adults low demand

Young adults high demand

+culture +drama theater +drama theater festival +dive into theater

+unique activity +non-traditional theater

+performance +interactive performances +Bumšteinas

Sample Ads Group

Sample Keywords

-summer activity -art -actors -festival -show -guests -education -workshop

Negative Keywords

Google Ads Campaigns: Search and Dipslay

Campaign’s language: Lithuanian

Ads: 2 Search and 1 Display*

Keywords: 49

Negative Keywords: 107

Sitelinks: 2 for each

Callouts: 2 for each

*Display for both targets groups

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jump into Google ads Preview

2 sitelinks:

Ticket purchase

Festival description

Keyword

Audience will have a chance to take part in creative process

Main idea of the communication design - psychedelics

Choose something out of your comfort zone and make it trendy

Make it memorable and worth to share

13th time being organized

Young adults - Low demand

Young adults - High demand

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dip into Google ads budget

Campaign

Budget

Display

1 week (testing)

2 week (optimization)

3 week (increase sales)

4 week (increase sales)

Total

€

70€

30€

100%

100€

10€

1.43€

3€

0.43€

7€

1€

10%

Day

20%

Day

14€

2€

6€

0.86€

20€

2,86€

40%

Day

28€

4€

12€

1.71€

40€

5.71€

30%

Day

21€

3€

9€

1.28€

30€

4.28€

Networks: Search and Display

Location: Kaunas, Kaunas county, Vilnius, Vilnius county

Languages: English, Lithuanian, Polish, Ukrainian, Russian

Duration: 4 full weeks

Bid strategy: manual CPC

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Swim through the Campaign Timeline

April 7th

Start of the campaign

Second week

Optimising and re-planning the campaign

First week

Testing the

campaign’s efficiency

2023 Feb. - Mar.

Client and market research, goal setting, campaign planning

Concentrate on increasing sales

Third and fourth week