Used apple products trade-in | Google Ads Setup / US

This case study outlines the setup of Google Ads contextual advertising campaigns for Apple-Vegas, a service for selling used Apple products. The campaigns are geographically targeted to Las Vegas.

Tasks

• To set up Google AdWords advertising campaigns.
• To select relevant keywords and compile a list of negative keywords.
• To create search, display (GDN), and remarketing ads.
• To configure basic tracking with UTM parameters.

 

What We Did

• • Keyword Research: Based on the brief, website analysis, and competitor research, an initial list of 7,045 keywords was generated. A broad set of negative keywords was compiled to exclude non-relevant clicks. The final campaigns were launched using a refined list of 215 keywords, including queries like «sell iphone,» «sell macbook pro,» and «pawnshop ipad».

• Campaign Structure & Segmentation: Advertising campaigns were segmented into Search, Google Display Network (GDN), and Remarketing. Traffic from all campaigns was directed to a specific landing page.
• Ad Development: Ads were created for Search, GDN, and Remarketing campaigns. Ad extensions and additional sitelinks were configured to improve ad relevance and filter traffic, with links such as «iPhone X or Newer,» «iPads,» «Apple Watch,» and «MacBooks».

Based on mentioned points, the ads in advertising campaigns look the following way:

 

Search:

 

GDN:

 

Remarketing:

 

 

• Tracking Setup: UTM parameters were developed to track the performance of each campaign type (Search, GDN, Remarketing) separately.

 

Tools and Platforms

• Google Ads 

Project Stage

The project is at the setup and launch phase.