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.