MIKLISA AGROGRUPP

The strategy relied on segmenting advertising campaigns by machinery types (motor-blocks, mini-tractors, mowers) and separately by brands (Zubr, Forte, Kentavr, etc.). The primary focus was placed on satisfying specific “here and now” demand, as the speed of finding a part in the agricultural sector is often tied to urgent field work.

Semantic Core Collection and Clustering

• Analyzed specific technical user queries, including markings for spare parts and engines (e.g., “spare parts for 190N engine”).

• Formed a semantic core divided into categories: branded queries, categorical queries (gearbox parts, piston kits), and service queries.

• Performed clustering to create maximum relevance between ads and each group of spare parts.

Ad Campaign Structuring

• Created a tree-like structure of ad groups that corresponds to the website’s navigation.

• Configured geotargeting across Ukraine, excluding temporarily occupied territories.

• Selected bidding strategies focused on maximizing clicks at the initial stage, with a transition to maximizing conversions.

Development of Responsive Search Ads (RSA)

• Prepared ad copies emphasizing product availability, fast “same-day” shipping, and professional consultation.

• Utilized dynamic headlines for precise matching with user search queries.

Ad Extension Configuration

• Added “Price” extensions to demonstrate the cost of popular items directly in the search results.

• Configured “Call” extensions and “Sitelinks” to the main catalog sections and the delivery/payment page.

Traffic Optimization

• Developed a multi-level list of negative keywords to cut off non-target traffic (e.g., “DIY,” “drawings,” “forum,” “used”).

• Performed regular analysis of search term reports to refine semantics.

Analytics and Remarketing

• Set up Google Analytics 4 (GA4) and event tracking (add to cart, checkout, contact button clicks).

• Created remarketing lists to remind users who searched for parts but did not complete a purchase about the store.