Promotion of the website for the immersive theater: SEO, context ad, PR, social media

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Promotion

Client

Saint Petersburg
Mysteries

Service

Site

тайныпетербурга.рф

About Project

Saint Petersburg Mysteries is the first immersive theater located at Nevsky prospekt.

Tasks

Find new clients and cut the cost of customer attraction.

Build a sales funnel for e-tickets from scratch.

Tools

We tested our hypotheses with multiple tools - PPC ads, SEO, native and media advertising, targeted advertising on social media, SERP, in-app messaging and email campaigns.

Each tool had obvious pros and cons (e.g. the risks). Step by step, we were implementing and optimising every tool to achieve the key efficiency indicators.

Stages

Contextual advertising

SEO

Native Advertising

Retargeting

Outcomes

Contextual advertising

Tools

We always start testing hypotheses with this type as one of the most risk-free tools.

Short time frame

We initiated our project works in May with the summer season ahead. Then we didn't have much time for preparation.

We compiled the semantic core, designed landing pages and advertisements.

25 animated HTML / CSS banners were developed to place on Yandex and Google partner sites.

Tasks

The semantic core was divided into 3 main clusters:

the direct commercial query;
the tourism informational query;
the common informational query;

Result

These clusters defined our target audience:

those with the direct query on how to spend their time in Saint Petersburg (e.g. 'Where to go in SPb');
those with the query on sightseeing details (e.g. 'Opening hours for Peter and Paul Fortress');
those looking for the relevant content (e.g. 'Grigori Rasputin's story').

Clustering

Each cluster has its ratio with the basic rate - the higher the rate, the more likely the conversion.

So the ratio is the highest with the direct commercial queries.

Our advertising campaign covered 12 types of the landing pages for each cluster:

the landing page about the immersive theater;
informational websites telling the legends of Saint Petersburg with invites to visit the site;
articles about top city attractions and invites to visit our museum, etc.

Cost per click

The initial cost per click was set to maximize the audience coverage.

During the ad campaign we came up with the most consistent cost per click of 10 rubles thus ensuring the satisfactory ROI metrics.

Yearly PPC traffic

We took only tickets sold online into account. Although we knew that people who got familiar with the project from the Internet, often bought the tickets in the offline stores. The show took place every 45 minutes therefore, there were always available tickets to buy.

Semantic core
parsing

At the beginning of the ad campaign the semantic core included 4731 key queries. Regularly, we extended both the semantic core and the list of the negative words. Moreover, we regularly optimised the cost per click and gave up exploiting the sites for remarketing campaigns.

SEO

Tools

We started optimising the website from the very first days of our project work since SEO is always about long-term prospects.

Traffic

This case got complicated as it implied competition with larger portals and aggregators. Top 10 results are occupied by the organic search listings making it impossible to squeeze into.

Thus, we selected low competition keywords that had a chance to rank for, e.g. 'legends of Saint Petersburg', 'mysterious Saint Petersburg', 'Museums at Nevsky Prospekt', etc. In total, we got 3000 queries with corresponding landing pages. Organic traffic boost and positive dynamics were obvious already after a month of our active work on the website.

Yearly organic traffic volume

Result

Since this is impossible to compete against large informational websites, we decided to join them as the advertisers with ads introduced as natively as possible.

Native Advertising

Native integration

We analyzed the search results and compiled a list of websites and articles that met the relevance criteria, e.g. 'where to go with my gf in SPb' or 'where to go in SPb in the rain', etc.

These were informative articles, mostly with the editor's recommendations and top places to visit. If we could have our project stated in the article contents, we would be able to establish trust and familiarity among users.

Native integration example
in the article

SlickJump Service

The mentions of our project in such articles significantly increased brand familiarity and trust among potential customers.

Still, it appears unfathomable to process all the informational websites manually. And here by means of the SlickJump service we got hold of the rest of the sites.

The service automatically places the ads at various sites targeting only the relevant audience.

Ad's reach via
the SlickJump service

Results

As a result of the month's ad campaign we got: more than 400,000 views and more than 1,800 clicks.

Unique clicks via
the SlickJump Service

The investment in this tool paid off although the amount of the offline tickets sold and the overall impact on the brand familiarity were not taken into account.

Organic links with a great number of real conversions had a positive influence on the brand trust metrics. Then we have managed to fully address the issue of buying links for SEO.

Among other things, the growth of organic link mass with a large number of real conversions, had a positive effect on the site's trust indicators. We were able to completely close the issue of buying links for SEO.

Retargeting

Warming up the audience

The essential traffic amount came from the informational queries. And these clients are not ready to buy a ticket instantaneously.

Such an audience requires warming up. Therefore, we have implemented retargeting on social media and displayed the ad of the event the user was reading about on the website.

Banner example
for retargeting