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.
News publishers compete for attention in a crowded market. Short news cycles and multiple language versions added to the challenge.
Background
Task
Grow the engaged readership and encourage readers to spend more time on the site and return more often.
Limited media budget and the need to quickly scale into new markets.
Challenge
Solution
We used Google Search and Dynamic Search Ads with a Maximize Clicks bidding strategy to grow traffic within the target cost per click.
The keyword mix covered branded, competitor, and general news searches. We monitored emerging search demand daily and added relevant queries as news developed.
Optimization
Geotargeting
Phase one: the United States, United Kingdom, and Nordic countries.
Phase two: Italy, Germany, France, and additional markets.
Phase three: a Spanish-language site and dedicated campaigns for Argentina, Spain, Colombia, Chile, and Mexico.
We organized 53 campaigns and 218 ad groups to manage budgets closely, with state-level optimization in the United States and regional optimization in Europe and Latin America.
Scaling
Results
Paid advertising brought new readers from more than ten countries. Ongoing optimization and focused targeting helped attract people who engaged with the content.
>100 K
Hundreds of thousands of engaged readers
+43.8%
Average session duration
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