We started by identifying the performance criteria we want to reach, determined goals. The installation of the Analytics measurement infrastructure completed after we made sure that the data flow was correct and the number of report downloads was measured. The target audience we wanted to reach was a very niche audience. For this reason, choosing the right advertisement channel and using correct discourses was very critical. However LinkedIn seemed to be the right channel for 500startups, it was not preferred because the advertising costs were quite high. So that the search channel was preferred instead of it. The Google Ads account structure was created from scratch, and the strategy was determined. The approach on the Facebook channel, which was considered worthy of trying on the social circuit didn’t very cost-effective. So that most of the budget was allocated to search ads.

Primarily; DSA, competitor, and brand campaigns were activated, and continuous optimizations were carried out. As the audience is niche, the relevant users were attracted to the site by using as many keywords as possible. Due to the use of broad match, often negative studies were performed. Crossly negatived keywords between campaigns, also device-based bid adjustment performed. The game-changing point was the bidding strategy, we pulled the manual CPC to maximize conversion, and a rapid increase in the number of downloads observed.