In this case, we would like to talk about our approach in a small project for on location real life quest games for children.
On-location real life quest games are a new and growing offering, there is very little inherent demand.
Therefore, you need to test adjacent demand segments, for example, on-location games may be of interest to audiences who are looking for animators for their child's birthday or regular escape rooms.
To search and evaluate these audiences, we first collected common keywords and agreed them with the customer.
Then we broke down these keywords into demand segments, evaluated their volume, cost of testing, competition and relevance.
During the development of an advertising campaign, we take each keyword and study it for incoming searches and competitors in contextual advertising to understand how relevant it is to our offering.
Depending on relevance, we mark it with color and agree it with the client.
After all these steps, we group the keywords, aggregate the segments and once again agree the final hypotheses to be launched with the client. Part of the hypotheses are put aside right away for the next iteration.
Advertising campaigns are agreed in the form of a summary table.
Since we have many demand segments and we know beforehand that they will perform unequally, we need analytics from spending on contextual advertising to revenue by segment.
We used ROIStat to integrate all systems.
For reporting, we use Power BI. For example, on the chart we can see the costs, revenues, revenues on open transactions and even the approximate percentage of demand coverage in the column «Search impressions share.»
You can select each segment and see its performance over time against the overall level. That is, dark green are leads from the selected service, and light green is the total number of leads from all segments.
Similarly, the figures for revenue.
Similar metrics for YAN sites.
When testing hypotheses, we look for those that show a positive trend and move them to the pool of permanent setups, upon which we proceed to improve ads, the landing page and other less significant parameters.
For obvious reasons, we cannot disclose all the data, but we will give the funnel figures for an undisclosed period.
Costs
Clicks
Leads
Cost per Lead
Sales
«Hello everyone! I wanted to thank the 1jam.ru team. These are the guys who set up advertising for us without any unnecessary questions from the professional point of view! I spent a lot of time choosing a marketing consultant, conducted a survey of 20 companies and chose 1jam, and this has been the best decision as of late! The guys did a quality job setting up context advertising, increased our quest game visits by about 30%. Advertising pays off, profit grows, analytics is set up, reports are on time, feedback is continuous. I highly recommend them to everyone!»
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Nikolay Rogozin Middle PPC |
Kirill Kommisarov Teamlead |
Stepan Mishin Web Analyst |
Stretch ceilings in Moscow and the regionHighly competitive market
In Moscow, there are 1000 companies competing in stretch ceilings: from independent contractors to federal-level companies. However, there are only 10 spots in contextual advertising, and they buy 80% of all traffic. The rest collect crumbs. What distinguishes successful companies? There is no accident or "a secret of the young business." We will share our vision on the example of a real case.
What was interesting about the project:
Advertising budget for a month
Clicks
Leads
«I came to 1jam.ru agency with the problem of high cost per lead and incorrect analytics, which we could not use to compare effectiveness of advertising channels with their expenses. The agency's experts developed a custom model to match conversion to channels, implemented electronic commerce, found problems in Google Analytics measurements and fixed them. What was exciting is that we got a matrix of our current and potential market reach with breakdown by car brand and spare part category, from which we drew a conclusion that we need to expand. Now we are systematically expanding the market reach and reducing the cost per lead. Contextual advertising brings a revenue of 400-600 thousand rubles per month»
Online-shop of garden equipment
What was interesting about the project
Advertising budget for a month
Clicks
Leads online
Offline revenue growth
«We started working with the agency in April 2018, the project team suggested we launch the categories of goods in sequence over the season in step with demand growth during the summer. One of our problems is that we have several offline stores for which we could not measure return on advertising investments. To solve this problem, we implemented call tracking, set up goals on the site and manually tracked the revenue trends by categories to collect the overall data and calculate the acceptable cost per lead by category. In general, I consider the task accomplished, we continue to work, I can recommend the team.»
Advertising budget for X period of X campaigns
CTR
Clicks from the search
Conversion
Transactions
Revenue
«We have been working with Jam for a year now, particularly with Pavel, and I can recommend this specialist, who has a really high level of expertise. Pavel helps not only with setting up contextual advertising, but also with all the processes that affect it, together, we have implemented non-standard solutions with a directory, YML and retargeting. I would also like to note that we are constantly improving our advertising campaign and rely on real figures, such as ROI and LTV, and now we are expanding to the entire Russian market. The results are positive, thank you!»
Advertising budget
CTR
Clicks
Transaction conversion
Transactions
After you leave a request: interview ~15 minutes → guest audit access ~15 minutes → audit within 2 days → proposal approval → first iteration start. In our experience, it is real to start doing something in 2-3 days.
Project manager
