The company operates in the segment of plastic windows, and the work was complicated by the seasonality of demand in this area. As you can see from Yandex.Wordstat data, they are much less often searched for in winter than in summer.
During the peak season, demand increases and the advertising campaign brings the most customers – but the cost of going to the site is growing rapidly, and if you do not use all the marketing opportunities, it can turn out to be unreasonably high.
At the same time, in the off-season, the transition cost is lower, but there are much less buyers, so some online advertising channels should be turned off at this time so as not to waste the budget on them, and in others – to change the approach to advertising.
The cost of the targeted action was reduced due to several factors.
Introduced end-to-end analytics and call tracking
First of all, we needed to determine the current cost of circulation and “weak points” throughout the sales funnel. Therefore, at the first stage, we set up Yandex Metrica and Google Analytics, connected the Calltouch call tracking service, and integrated it with Analytics. And to manage the advertising campaign in terms of lead generation, we connected the K50 service.
As it turned out, some of the leads were lost at the moment when they were transferred to points of sale. Call tracking helped solve this problem, and the cost of acquiring a customer dropped immediately. In the future, end-to-end analytics helped to conduct advertising campaigns in such a way as to track and optimize the parameters of display and contextual ads, conduct experiments and implement successful solutions.
Disabled inappropriate requests
Most often, the cost of a targeted action in Internet advertising is aimed at lowering by using the words “cheap”, “inexpensive”, “on action”, “at a discount” and so on in ads. Such wording grabs the attention of users and increases traffic to the site.
However, the company cannot provide discounts to customers. All these requests are inappropriate, and users who came to the site through them did not become customers.
Therefore, we redesigned the client’s current ad campaign by disabling all of these words. The number of requests decreased and traffic to the site decreased, but only those who were not included in the target audience dropped out. The cost of the targeted action has decreased.
Strengthened RTB, PPC and article placement
Our goal was to reduce CPA by increasing awareness. To solve the brand awareness problem, we started work throughout the funnel, but we paid special attention to the highest level – working on the image. For this we used:
display advertising campaigns using Programmatic technology. Bright banners attract the attention of new users and help remember the brand for those who are interested (or may be interested) in the ideas of repairing and installing windows. In this case, you will need to pay only for clicks, not impressions.
expert articles on industry platforms. When choosing plastic windows, many first look for useful information – advice and recommendations on the choice of materials and installers. Therefore, we wrote articles for popular external sites, and in order to make them easy to find, we promoted them in the search for targeted queries.
contextual advertising with general inquiries by product category. Most often, people search for products through search, and a properly configured contextual advertising campaign cannot fail to attract attention to the brand.
In addition, we tried to work with YAN, but when connecting an advertising campaign in the networks, we saw a sharp increase in the cost of the application. In this regard, we have greatly reduced the traffic for campaigns in YAN.
To reduce CPA, working only with the upper stage of the funnel is not enough. For users who already know the brand and make a choice between it and competitors, we have connected advertising campaigns with brand queries and remarketing.
We constantly monitored the results of our work and experimented: we changed the volume of impressions, clicks in media directions, tested the ratio of brand and general queries – in contextual ones.
For example, we conducted testing inside contextual advertising: the first week showed only branded traffic, the second – only general queries, without brand linking. We wanted to find out the CPA for a particular direction and the amount of traffic.
According to the results of the experiment, it turned out that you need to use all categories of ads – both brand and general.
The work of other tools was also checked. For example, if we saw that the expert article does not have as many views as we planned, we changed the core of the queries by which it is promoted.
During the high season, we used advertising tools as much as possible, during the low season, we reduced activity and tried to conduct more experiments to prepare for the peak of sales.
Thus, we managed to reduce CPA by five times in three months.
The material was prepared by Tatiana Polovichenko.