Contextual advertising for a butchery and meat store

Category contextual advertising
Client Meat eater
Start March 12, 2024
End May 16, 2024

Difficulties and experiments

Setting up contextual advertising for a Meat and Meat store. Among the advantages, delivery was carried out throughout the city of Yoshkar-Ola, the owner did not believe in advertising and perceived the site simply as a business card. Nevertheless, the May holidays were approaching and we launched contextual advertising for barbecue and meat with delivery throughout the city in search and YAN.

The main difficulty was that people in the city of Yoshkar-Ola were not used to ordering online from meat departments.
Yes, people are already accustomed to the fact that online purchases from marketplaces are not new, and it is unlikely that anyone can be surprised by the fact that a grandmother will come to the order pick-up point for her goods.
But here's the MEAT...
It was decided to place greater emphasis on the point of sale and display advertising within a radius of 1 km through YAN.
We also added keywords to the search and at the moment I was curious what the cost would be in reality.

Eventually:

1. We added all competitors and even a local meat processing plant for some key queries, fortunately the click was very cheap and their frequency was not high. 2. Orders were sent mainly through YAN, the average conversion price was 350 rubles. 3. On the May holidays, we finally got the owner to record a voice message where he said that he was very surprised by the advertisement and he simply did not expect this.