As an SEO Agency has spent 600 thousand rubles on advertising, and what came of it
Hello. We — SEO-Agency "Ivashchenko and nizams". In October of last year, we realized that our channels of lead generation are not bringing a sufficient number of applications and sales. Like not novices on the market, but not the old-timers: cannot rest on the laurels of the pioneers. "Sundress" works, but for the aggressive growth that is not enough. And in front of the new business season: 70% of sales are November-December and March-April.
And we had a budget. About 600 thousand. I Want to share the experience.
Of course, we decided to spend the money on advertising. The goal: to make maximum sales. Merge all to the context would be foolish. Advertising rankings SEO agencies have already planned for a long time ahead. I had to think.
the
Our CA: Directors and owners of SMB marketers.
The specifics of making our sales funnel is rather simple. In 99.9% of cases we're starting with a potential client with an SEO audit of his site. Thus, the first contact is a design proposal for the audit. This allows us to accurately evaluate the results of different advertising channels: how simple tracking of the referral source, and with the help of promo codes for a free audit.
Accordingly, the advertisement takes the visitor to a special landing page with a form to apply for the free audit. Well, if the visitor to that point yet and the code is.
the
This was not our first experience in advertising, but the first time we had a decent budget.
Up to this point, we tried "Yandex.Direct", targeted advertising on vk.com and some other channels that are not amenable to scaling.
It should be noted that neither the context nor the target did not even sustainable for the long term.
Decided to try new channels. Trying to find something unusual, in order to avoid the effect of "banner blindness". The list was the following:
the
the
the
Creativity is not a lot, but in vain. Now understand that it was possible to make the ad more attractive. Yes, and it was a good idea to test promotional posts.
However, the announcement seemed tolerable:
the
First I looked in the section "Advertising community" ad of the Cabinet of the social network. I tried to find something tolerable theme — in vain. Or the public in the style of "MDK" with a million coverage and inflated price tag or a slag.
Started looking directly. Found Tigermilk. Prices more appropriate for batch posting gave me a discount. Besides, can pay by Bank transfer.
Decided to stay in the five public servers network: Esquire, "Masterpieces of advertising", "Diary of success", "Anchor | Men's magazine" and even "Intellectual humor". Posts along the following lines:
the
First I went to fresh at that time, the stock exchange Sauder. Channels desired topic was not just a little, and almost zero.
Fortunately, by some miracle I went to Lisa April. It is, as I understand it, specializiruetsya this advertising channel and acts as an intermediary. However, working with her was easy and pleasant, and as a bonus, the possibility of payment by Bank transfer (in Telega this functionality was missing).
In the end, after it we settled on three channels: Digital Eva, "IT & media | the Executioner Says" and "Russian marketing". Plus one through the stock exchange: Scrabble.
The posts under each channel was prepared individually, each with his "thingy". Examples:
the
"Peekaboo" has its own advertising system with your personal account. CPM is. Available balance on account. Overall, it's pretty transparent work.
Ad unit placed between the posts. Our has been as follows:
the
"Medusa" — online media from the former edition".ru". One of the few today of independent media. In addition, they do little advertising and interesting formats, but prices are still relatively low.
Publication on "Medusa" cost is the most expensive, but it is understandable: after all, the media. While preparing "cards" (special edition format to explain to the readers some fact) — I was able to communicate with managers, journalists, publisher. A chain.
What we liked: all very professional. Responsible for writing the articles a person I talked on Skype for literally 40 minutes and after some time, we already had the article, almost demanded improvements.
We placed the "full package": the article on the website and mobile applications, announcements in all social networks, as well as in the "Evening Medusa" — a daily news Bulletin for the day.
At the time of the publication give access to the page with statistics publications: how many hits got the announcement of the material how many times have you read the article itself, how many clicks made on the links, how many likes in social networks, etc.
Statistics "insight" from Meduza looks like this:
Itself publikacja:
the
vc.ru one of the most popular sites on the subject of IT, business and marketing.
I have a story why we wanted to be sure to accommodate vc.ru. In January 2015, I published a fairly extensive review in the article, HR expert gives tips for finding SEO person. The fight was unequal, of course.
At the end of the review I posted a note that if you have read this huge review to the end, here is your gift: a free audit for the promotional code so-and-so, you can order here.
Over the past two since years since this review came about 20-30 applications, but, most importantly, they had some unrealistically high conversion rate: many came and were already paying the contract the very next day.
Here, in my opinion, coincided with two things:
We wanted to have the same effect.
Quite a lot of effort we spent on writing material (this is the only place where we have decided to write your own). However, it wasn't great. I think it should better think of the theme and the publication itself.
Eventually came out about:
the
Most interesting: the results of all these channels. Tried to present everything in a single table:
Total cost: 610 720 RUB.
Total sales: 642 500 RUB.
The vast majority of applications were received in November and December. During this period we also tried to realize the potential of all sales of the application developed, was a very profitable new year event etc. I Think some number of sales will still be with these clients, but most likely significant results will not change.
Sales are contracts for monthly services. Ie 642 thousand roubles is monthly revenue. You can multiply that by the average period of customer work with us (20 months), deduct expenses, etc. — but this is, I think, a topic for a separate publication.
the
Which we made for ourselves at the end of the campaign.
the
We will continue to try different channels, in detail documenting their effectiveness. If the topic is interesting to readers — I will try to continue to post the experience.
Article based on information from habrahabr.ru
And we had a budget. About 600 thousand. I Want to share the experience.
Of course, we decided to spend the money on advertising. The goal: to make maximum sales. Merge all to the context would be foolish. Advertising rankings SEO agencies have already planned for a long time ahead. I had to think.
the
About our sales funnel
Our CA: Directors and owners of SMB marketers.
The specifics of making our sales funnel is rather simple. In 99.9% of cases we're starting with a potential client with an SEO audit of his site. Thus, the first contact is a design proposal for the audit. This allows us to accurately evaluate the results of different advertising channels: how simple tracking of the referral source, and with the help of promo codes for a free audit.
Accordingly, the advertisement takes the visitor to a special landing page with a form to apply for the free audit. Well, if the visitor to that point yet and the code is.
the
a Selection of advertising sites
This was not our first experience in advertising, but the first time we had a decent budget.
Up to this point, we tried "Yandex.Direct", targeted advertising on vk.com and some other channels that are not amenable to scaling.
It should be noted that neither the context nor the target did not even sustainable for the long term.
Decided to try new channels. Trying to find something unusual, in order to avoid the effect of "banner blindness". The list was the following:
the
-
the
- target vk.com. Still a huge audience. the
- Direct advertising to the community in the vk.com. the
- Is in Telegram channels. the
- Advertising on Pikabu. the
- Affiliate materials on "Medusa" and vc.ru.
the
the Process
the
target vk.com
Creativity is not a lot, but in vain. Now understand that it was possible to make the ad more attractive. Yes, and it was a good idea to test promotional posts.
However, the announcement seemed tolerable:
the
Is in the community vk.com
First I looked in the section "Advertising community" ad of the Cabinet of the social network. I tried to find something tolerable theme — in vain. Or the public in the style of "MDK" with a million coverage and inflated price tag or a slag.
Started looking directly. Found Tigermilk. Prices more appropriate for batch posting gave me a discount. Besides, can pay by Bank transfer.
Decided to stay in the five public servers network: Esquire, "Masterpieces of advertising", "Diary of success", "Anchor | Men's magazine" and even "Intellectual humor". Posts along the following lines:
the
Is in Telegram-channels
First I went to fresh at that time, the stock exchange Sauder. Channels desired topic was not just a little, and almost zero.
Fortunately, by some miracle I went to Lisa April. It is, as I understand it, specializiruetsya this advertising channel and acts as an intermediary. However, working with her was easy and pleasant, and as a bonus, the possibility of payment by Bank transfer (in Telega this functionality was missing).
In the end, after it we settled on three channels: Digital Eva, "IT & media | the Executioner Says" and "Russian marketing". Plus one through the stock exchange: Scrabble.
The posts under each channel was prepared individually, each with his "thingy". Examples:
the
Pikabu.ru
"Peekaboo" has its own advertising system with your personal account. CPM is. Available balance on account. Overall, it's pretty transparent work.
Ad unit placed between the posts. Our has been as follows:
the
Meduza.io
"Medusa" — online media from the former edition".ru". One of the few today of independent media. In addition, they do little advertising and interesting formats, but prices are still relatively low.
Publication on "Medusa" cost is the most expensive, but it is understandable: after all, the media. While preparing "cards" (special edition format to explain to the readers some fact) — I was able to communicate with managers, journalists, publisher. A chain.
What we liked: all very professional. Responsible for writing the articles a person I talked on Skype for literally 40 minutes and after some time, we already had the article, almost demanded improvements.
We placed the "full package": the article on the website and mobile applications, announcements in all social networks, as well as in the "Evening Medusa" — a daily news Bulletin for the day.
At the time of the publication give access to the page with statistics publications: how many hits got the announcement of the material how many times have you read the article itself, how many clicks made on the links, how many likes in social networks, etc.
Statistics "insight" from Meduza looks like this:
Itself publikacja:
the
vc.ru
vc.ru one of the most popular sites on the subject of IT, business and marketing.
I have a story why we wanted to be sure to accommodate vc.ru. In January 2015, I published a fairly extensive review in the article, HR expert gives tips for finding SEO person. The fight was unequal, of course.
At the end of the review I posted a note that if you have read this huge review to the end, here is your gift: a free audit for the promotional code so-and-so, you can order here.
Over the past two since years since this review came about 20-30 applications, but, most importantly, they had some unrealistically high conversion rate: many came and were already paying the contract the very next day.
Here, in my opinion, coincided with two things:
-
the
- the review seemed really expert users. Especially given the other reviews and rather weak article from the HR specialist. the
- On vc.ru really is our target audience: owners and Directors of SMB marketers.
We wanted to have the same effect.
Quite a lot of effort we spent on writing material (this is the only place where we have decided to write your own). However, it wasn't great. I think it should better think of the theme and the publication itself.
Eventually came out about:
the
Results
Most interesting: the results of all these channels. Tried to present everything in a single table:
Total cost: 610 720 RUB.
Total sales: 642 500 RUB.
The vast majority of applications were received in November and December. During this period we also tried to realize the potential of all sales of the application developed, was a very profitable new year event etc. I Think some number of sales will still be with these clients, but most likely significant results will not change.
Sales are contracts for monthly services. Ie 642 thousand roubles is monthly revenue. You can multiply that by the average period of customer work with us (20 months), deduct expenses, etc. — but this is, I think, a topic for a separate publication.
the
Insights
Which we made for ourselves at the end of the campaign.
the
-
the
- Got the download of the sales Department. the
- As a result, fulfilled the plan of sales. the
- Increased the level of trust, so to speak. Example: "Medusa" came to a rather famous brand. Commercial Director said that he would work with us because we recommended that "Medusa". the
- by posting on major venues, we need to be prepared for major peaks in load: in 2 days after the publication of "the Medusa" we got our average monthly volume of applications. Though the idea is obvious, you need to plan the tactics on the physical lack of time to work with orders (we were ready and worked almost without delay).
- Direct advertising in the community vk.com gives scanty coverage. An hour later, after the publication of any activity around it in fact tends to zero. the
- Interesting results gave a peek-a-Boo. Despite the fact that no sale happened, the indices of CPC and CPA is pretty good. The application is quite good quality. Should be tested in large volumes. the
- vc.ru — the site is likely to increase the level of trust, rather than for lead generation. Without really expert materials better and not be published. And good materials there often are free.
Telegram-feeds — interesting and, in General, is that effective advertising tool. But the choice of sites and the coverage is minimal. the
We will continue to try different channels, in detail documenting their effectiveness. If the topic is interesting to readers — I will try to continue to post the experience.
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