TIM

The strategy focused on building a hyper-local advertising campaign. Queries were divided into categories: general (“get internet”), technological (“fiber optic internet,” “internet that works during power outages”), and geographic. The primary focus was on connection speed, signal stability, and attractive tariff plans for new customers.

Semantic Core Collection and Clustering

• Analyzed search queries relevant to the ISP niche.

• Formed clusters: “internet for the private sector,” “internet for apartments,” “business internet.”

• Isolated a separate segment for energy-independent internet queries (PON).

Campaign Structuring

• Created ad groups with precise geographic targeting focused on the itim.net network coverage area.

• Configured campaigns targeting different audience types (B2C — residents, B2B — offices and shops).

Responsive Search Ad Development

• Prepared ad copies with clear USPs: “Connection in 24 hours,” “Gigabit Internet,” “Works without power (PON).”

• Created ads for promotional offers (e.g., “First 3 months at half price”).

Ad Extension Setup

• Added “Sitelinks” to the coverage check page, tariff plans, and the client portal.

• Configured “Call” extensions and “Structured Snippets” listing available speeds and services (TV, video surveillance).

Traffic Optimization (Negative Keywords)

• Developed a robust list of negative keywords to filter out existing subscribers: “personal account,” “how to pay,” “support,” “hotline,” “internet not working.” This allowed the budget to be focused solely on acquiring new connections.

Analytics and Remarketing

• Set up goals in Google Analytics 4 to track connection requests and contact clicks.

• Enabled remarketing to re-engage users who viewed tariffs but did not complete the request form.