A preliminary analysis showed us:
- who our competitors are
- who our target audience is
- what the characteristics of our offer are

Based on the analysis data, I launched the following types of advertising campaigns:
- Google Search
- Google Display Network
- Smart Shopping campaigns (Google)
- Yandex.Search
- Yandex Advertising Network

First of all, I created a solid semantic core out of several thousand keywords. The campaign budget allowed such a large core to be launched. I divided the keywords by services and cut down on irrelevant information at the core collection stage.

Then I divided the keywords for Google Search, Yandex.Search and Yandex Advertising Network. Decided on audiences for Google Display Network. Created a data feed and set up Google Merchant Center to work with the sales campaign.

I gave a task to the designer and created ads that stand out from that of competitors.

Optimized the campaign regularly and was able to get the 9500 requests at a cost of about 4 million rubles (57K USD) on Google and Yandex.

In addition to contextual advertising, I organized a dedicated webinar for the customer. I was responsible for both technical implementation and traffic.

Background information:
the Russian Federation adopted a law on mandatory labeling of footwear.
Task:
to conduct a webinar in a limited amount of time, bring targeted entrepreneurs to the webinar with the further sale of services in order to prepare for the law on a turnkey basis

How I implemented the task:
first of all, I analyzed the services for conducting webinars. The choice fell on Webinar.ru due to the possibility of streaming inside the website.

Bizon service was planned as a service for holding auto webinars, but the idea was eventually abandoned due to impracticality in the context of labor effort/deadline/productivity.

Then, after studying the technical issues and the structure of the problem a landing page for webinar registration was created. I worked on the content and then filled the landing page.

The time for launching ads was limited. However, my experience has allowed me to do it quickly and without loss of quality in three advertising systems at once: Facebook, VK, and Yandex.

Assisted by a designer, ads were created according to my technical task (sorry for bad quality screenshots:)

Examples of audiences that were targeted by ads:

137 participants of the webinar were brought in.
According to feedback, the traffic turned out to be targeted.
The amount of people registered and attended the webinar was 67%. On the market, this figure usually amounts to 15%.
This result was achieved due to the right message, the precise time of sending and the amount of messages. In addition to the standard mail-out (3 emails per day), 15 minutes prior mail-out, and the start of the webinar mail-out, I enabled robocall and SMS notifications. These channels provide the highest user discoverability.

I was also responsible for the technical organization of the webinar. I created a mini-landing page, advised on the technical capabilities of the speakers' webinar room, and also served as the webinar administrator.

After the end of the webinar, there was still work to do and I joined the team as a data analyst. The webinar visitors were evaluated, as well as those who did not come but read the mailing list materials after the webinar. The data was handed over to the customer for further work.

Subsequently, some of the webinar participants became the customer’s clients.