United24 Media — Performance Campaign
Client
United24 Media is a news platform about events in Ukraine. The project’s mission is to inform an international audience about the realities of the country: the ongoing war with Russia, as well as the history, people, technology, business, and culture of Ukraine.
The global news market is extremely competitive, with both global and local media competing for audience attention. The task is complicated by the transience of news content and the different language versions of the site.
Background
Task
Increase the number of active audiences and increase engagement: time spent on the site, returns.
Limited media budget and the need to quickly scale into new markets.
Challenge
Solution
Performance focus: Google Search and DSA campaigns with Maximum Clicks strategy to maximize traffic at target CPC cost.
Query mix: branded, competitive and general news keywords.
Real-time News Mining: daily monitoring of “surges” of new queries related to current events and promptly adding them to campaigns.
Optimization
Geotargeting
Phase One: USA, UK, Nordics.
Phase Two: Italy, Germany, France and other markets.
Phase Three: Launch of Spanish version of the site and separate campaigns for Argentina, Spain, Colombia, Chile, Mexico.
53 campaigns, 218 ad groups — a granular structure for precise budget management.
Detailed optimization at the state level in the US and regional levels in Europe and Latin America.
Scaling
Results
Thanks to paid advertising, we attracted a new audience to the site from over 10 countries around the world.
Thanks to system optimization and precise targeting, we brought in users who demonstrated a high level of interest in the content.
>100 K
Hundreds of thousands of engaged readers
+43.8%
Avg Time Session
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