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

Website (https://www.dalinuosi.lt/) is based on a sharing economy priciples

Platform members - individuals or businesses entities

It’s a very small company due to having only two employees

Partnership with the biggest household appliances and electronics retailer „Topo Centras“ leads to development to the biggest cities of Lithuania.

The most popular renting categories: automobiles, professional photography equipment, game consoles, GoPro cameras, leisure time items (scooters, sups, drones), various tools and etc.

Target audience of Dalinuosi.lt platform is - 25-40 year old men, who are likely to rent things instead of buying. They live in the biggest cities of Lithuania (especially in Vilnius, Kaunas and Klaipėda) and use Facebook and/or Instagram social networks)

Target audience of every rental item differentiates by demographics, psychographic and behavioral motives. Ex. target audience of game consoles are likely to enjoy spending free time at home while the target audience of drones are likely to enjoy spending free time travelling or in nature.

Analysis of company’s marketing

Social networks (by engagement):

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At this moment company uses only Google Ads Search and paid Facebook and Instagram ads

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Content of ads and posts

85 %

Informational

11 % Social

4 %

Reward

Marketing goals of Dalinuosi.lt &

the tasks of Google Ads plan

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

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

Google Ads strategy

Google Ads strategy. Targeting

Demographics

Age (18-45 years old)

Sex (depends on a campaign: either all sexes or only men and Unknown)

Audience Targeting

Targeting by in-market audiences. Ex. A “game consoles” in-market audience is chosen for a campaign called “game consoles”

Location Targeting

All Lithuania is chosen for these campaigns: “professional photography equipment”, “game consoles” and “action cameras” due to partnership with “Topo Centras”

Two cities (Kaunas and Vilnius) are chosen or a “Scooters and Bikes” campaign due to customers demand.

Extensions

Sitelinks

Callouts

Structured snippets

Other types of extensions were chosen not to use due to incompatibility with company’s services

Delivery and scheduling

Delivery - standard

Scheduling - unspecified

KPI

Examples of ads and keywords

Clicks and Impressions

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CTR (Click through rate) - 20%

Quality score - at least equal to 7. The higher the score is, the more relevant the ad is. It also means, that CPC is cheaper which means it is possible to get more clicks within the same budget.

The ads are not translated to english due to discrepancies between different languages

Ad group - Professional cameras

Campaign - Professional photography equipment

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Google Ads integration with social networks campaign

Social networks campaign

Goal: Increase “Dalinuosi.lt” brand awareness by attracting 100 new users to their website in three weeks

Budget: 58 euros for 3 weeks

A social networks campaign will be implemented with Google Ads: campaign at the same time. Social networks campaign will advertise the same categories of renting items as a “Google Ads” campaign. Both of these campaigns have the same target audience. Social networks campaign will have a bigger budget due to company's’ request.

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Tasks to reach the goal in this three weeks campaign:

• Attract 34 new users to company’s website
• 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.

Social networks campaign plan

Main KPI

URL Clicks

100

Reach

3000

Engagement index

+50%

Votes/Reach

2%

Engagement by Content Type

KPI

Informational ads and posts about partnership with Topo centras and in demand rental items for brand awareness

Facebook surveys will be used to determine item categories that are in highest demand

Informational, social posts and surveys that accentuate the newest and most in demand items for rent

Story Highlights use to save Instagram Stories for a longer period of time

The content will be carefully created to provide more social posts