however the results weren’t satisfactory: there was
no understanding by CPA and CAC, end-to-end analytics
wasn’t tuned, efficiency of channels wasn’t monitored.
It was necessary to build the work from scratch
for search engine optimization of the website, contextual
advertising, end-to-end analytics.
To understand the effectiveness of advertisement
campaigns and optimize them.
The text optimization
All texts have been completely rewritten for actual search engines requirements
We made a usability analysis of the website and changes for improving behavioral metrics and conversion rates
We filled the site with unique text and photo content for more user engagement and increased loyalty from search engines
Organic traffic and PPC-sources
Comparison of similar periods
Leads from PPC sources
without the advertising budget increasing
Reduced the cost per lead
From PPC sources
improving behavioral metrics
The SEO tasks in this case are repeated and comply with the rules developed by us. Therefore we assembled a "production line", in which 7 people from the agency and the customer take part: SEO specialists, copywriters, designers, developers and project managers. Each specialist is responsible for his area and transfers the task further along the chain to the next participant within the overall CRM. The process of the website promotion turned out to be so clear that we completely abandoned monthly reporting, tracking only KPI.
We have completely redesigned the current structure of the advertising campaign: we worked more deeply on the semantic core, radically changed the display strategy . As part of the advertising campaign, we tested different creatives and sources, tracking the cost not only of the lead, but also the qualifications. Due to deep elaboration we could reduce the cost of a lead from PPC sources by 2 times.
At the time of the work beginning on integrated Internet marketing, analytics was based only on feelings. Therefore, the primary task was to assess the effectiveness of existing advertising campaigns by integrating end-to-end analytics. We began to count and evaluate the maximum available number of parameters within the sales funnel, based on which the existing campaigns were evaluated and new KPIs were written.