#ADINDEX Digital Marketing Agency

Client - A store that sells doors and flooring

Task - To drive search engine traffic and generate leads online

Result:

• The blog’s article made it to the Top 1-3 of search engines.
• The blog generates 15% of sales from the website.
• The optimised YouTube videos made it to the Top 1-3 of YouTube search results for informational queries.

Technical And Internal Website Optimization

1. We developed a website structure that was based on the collected semantic core. Such a structure is crucial for SEO. We added filter pages to the structure right away.
2. We created a list of requirements necessary for the website’s technical optimisation.
3. We conducted an internal optimisation of the website’s pages based on the collected semantic core. We also created Terms of Reference for the metadata and published optimised content on the website.
4. We implemented an internal linking on the website, which enabled us to distribute static weight between the website’s pages.
5. We implemented the semantic mapping of the content

The Blog Section's primary goals:

1. to make it to the Top search results for informational queries;
2. to drive informative traffic to the website;
3. to generate sales.

The analytics department integrated the Enhanced Ecommerce plugin to evaluate the blog’s influence on sales. We saw that the blog generates a significant profit share for the website (around 15%!).

Video Marketing

We created a strategy for YouTube channel promotion. This strategy included a content plan with ideas for videos and recommendations on how to film them.

The client provided us with videos on the topics we selected. We optimised them according to YouTube’s requirements, uploaded them on a channel, and added them to the promotion.

The optimisation and further promotion helped the videos make it to the Top 1-3 of YouTube search results for informational queries.

Details: https://adindex.agency/project/we-helped-a-blog-and-youtube-videos-make-it-to-the-top-search-engine-results-with-little-investments/

The business - Online store offering doors and flooring

Geography - Ukraine

Our goal

To boost online sales, increase traffic, and make it to the top of Google and YouTube search results.

The result

The blog participates in 15% of leads and transactions; the articles made it to the top of Google search, the videos made it to the Top of YouTube search

Before the client started working with us, they:

• Didn’t have a website.
• Sold from offline store only.
• They had an online target audience that didn’t know that their company existed

The ADINDEX team faced the following tasks:

• To help with the website’s creation and launch.
• To encourage users to purchase online.
• To increase the brand’s recognition.

We launched a YouTube channel as a media platform to create a positive online image for the company and ensure brand loyalty.

• videos for broad informational queries;
• videos for product queries for product cards.

1. Broad Informational Queries

2. Product Queries

What did we do:

• we created a series of short video reviews of laminate’s product positions: each video contained a manufacturer’s name, a model, and links to the products on the website;
• we built-in all short video reviews into product cards on the website.

What did we get in the result?

• our videos made it to the Top of YouTube search and Google search results;
• the number of organic views from the target audience increased;
• adding videos to product cards helped us boost conversion for the products on the website;
• the number of interested customers who were ready to move to the next step of the sales funnels increased;
• brand recognition grew

SMM:

• informational content (publications of articles in the blog);
• sales content (posts about discounts, promos, and priority products);
• engaging content;
• reputational content 
• content for personal brand promotion 

Continue: https://adindex.agency/project/we-used-content-marketing-to-help-online-store-of-doors-and-flooring-boost-sales/

Business - Education services abroad

Geography - Ukraine

Goal - Increase traffic from search engines

Solution

1. Market analysis (volume of search queries by subject/region) and competition.
2. We are drawing up a semantic core, negotiating promotion priorities with a client, and drawing up a “Cost/Result” plan (traffic/conversion) and six-month work plan.
3. A full range of internal optimisation work following the promotion strategy: metadata, linking, rewriting content.
4. We are providing internal SEO and technical optimisation of the project.
5. We are providing site migration while maintaining traffic.
6. External project promotion.

 Results

The project received 15% less search traffic in the first month of work. However, in the second month after implementing the T3, namely, optimising the structure of the site and landing pages, adjusting meta tags and content, and setting up links, the site grew to 2,5 thousand conversions. That is, the site has increased two times.

Costs increased 1,5 times. We won’t write about how CPC decreased from organic search (this is first-class mathematics), but the price of traffic is much lower than from the context.

About 90% of the budget was spent (and continues to be finished) on eternal links (in the form of articles, reviews and references). And search organics have become the primary source of traffic for the project, despite the busy work in attracting traffic in the contextual advertising systems, working with social networks and PR.

For 1,5 years of work on the customer’s project, we brought his site to TOP-1 for basic queries and TOP-3 for all high-frequency and mid-frequency questions.

“Education in England” request is as expensive and competitive as possible. The keyword planner predicts the cost of CPC in contextual advertising of about 14,7 UAH per click.

For a week, with a keyword quality of 9 out of 10, the average cost per click can reach 20 UAH.

The cost of CPC in SEO is approximately 2 UAH.

The client - Telecommunications (new internet provider)

Task- After the client replaced the service order form on their website, the discrepancy between the number of achieved goals in Google Analytics and actual leads in the client’s CRM increased abruptly. We had to understand what caused this problem.

First, we checked if We set up the Google Analytics event and goal responsible for form submission correctly. The plan worked perfectly.

Second, we decided to check the data sending process. We had to answer the following question: which applications don’t make it to the CRM?

We created a separate spreadsheet that stored the applications sent by the same action that sent the data about the activity to Google Analytics and the call centre’s CRM.

As a result, we received the following data sets:

• anonymised data in Google Analytics;
• the data in a temporary spreadsheet;
• the data in CRM

Result

We analysed the contacts that weren’t sent and discovered that the data doesn’t make it to CRM in the following situations:

• if a user started entering their phone number from +380;
• if a user had specific codes of telecom operators: for instance, the numbers that started from 067;
• We also figured out that the primary data loss happens when people use devices with a screen resolution of less than 360×640 (nearly 45% of all users had such devices). It turned out that the notification informing that a field was filled in incorrectly displayed above the form after the users clicked on the ‘Confirm’ button. The users with small screen resolution didn’t notice this notification.

We decided to:

• finalise the validation of the number entry;
• move the incorrect entry notification to the corresponding field;
• make the ‘Confirm’ button inactive until all the data is entered correctly.

Such an update enabled us to prevent the loss of 20% of applications from users...

The client - The subdivision of the Urktelecom telecommunication company (the biggest fixed-line telephony operator in Ukraine), which rents commercial estate and building all over Ukraine.

The work period: 3 months

The task: During the promotion of rent objects on social media, we had to: — provide a high-quality company presence on Facebook and Instagram; — acquaint the target audience with the company’s offers on the real estate market; — get applications for the real estate rental.

The Solution

We wanted to highlight the information about the company and its services to the target audience on the company’s Facebook page in as much detail as possible. To achieve that, we:

1. Created a slider cover showcasing the objects offered for rent.
2. Filled in the ‘Services’ section with information about the proposed types.
3. Set up the types of questions you could ask the company’s manager in the Messenger popup window

Each post contained a detailed description of the property:

• An address.
• Square space is offered for rent.
• A rent fee.
• A description of features and information about the purposes the offered place could serve.

For the company’s Instagram page, we created a branded design concept that includes:

• a profile picture;
• Highlights (saved stories to group stories with current offers on objects);
• a single grid with one concept for all posts.

As a result, our advertising campaigns covered more than 1 500 000 users from the target audience and got 18 490 conversions to a website.

We also received 291 filled lead forms (each cost 250 UAH) and 57 rent applications in Facebook’s and Instagram’s direct messages.

The business - National Internet and TV provider

Our goal is to increase the number of connection requests from the SMM channel. 2. To reduce the level of negativity from subscribers. 3. To increase the conversion coefficient.

The result

• lowered the level of negativity 1,5 times.
• the number of service requests from 45 to 713 per month.
• the conversion coefficient from 0,41 to 3% (by 634%).
• the number of subscribers to 15 100.

The Solution

The Analysis

• Analysed the current brand’s position on the market.
• Studied the work of their competitors.
• We created a customer portrait.
• Analysed the client’s Facebook and VKontakte pages.
• Analysed the brand’s mentions on social media.

The Content Strategy

We created the following sections, whose goal was to cover all the company activities maximally:

• staff training;
• work of the tech department;
• employees’ life;
• regional news;
• humour;
• services’ descriptions;
• live stories.

We added these sections to the schedule that contained no less than two posts per day, which always included dynamic content (videos, GIFs, slideshows, etc.). This content also interacted with the users by asking them questions, addressing them, and containing CTAs. We focused on addressing the customers’ insights, problems, interests, and opportunities in each post.

The Advertising Strategy

We decided to supplement the content strategy with a conversion strategy for advertising campaigns. Such a strategy contained a detailed segmentation of the target audience, which enabled us to split-test the creatives on individual segments of this audience.

We also used non-standard approaches. For instance, we used the following keywords for the ad display tactics on the MyTarget network:

• internet;
• provider;
• internet + Lviv;
• providers;
• internet + Zaporizhzhia.

We also worked with branded and competitive search queries together with the keyword ones.

Details: https://adindex.agency/project/we-increased-the-number-of-requests-from-smm-15-times-and-improved-brands-image/

A task.

Growth of income and the number of transactions in the store due to email newsletters.

Solution.

The systematisation of mailings uses both promotional and branded letters.

The period of work with the client on the "Email-marketing" service.

March 2019 - September 2020.

Result.

Stable monthly email revenues have nearly doubled. And in one of the quarantine months, we managed to reach the figure of + 800%. The ROI for the email marketing channel was about 1000%.

Promotional and branded newsletters work well together. As a result, thanks to a series of mailings with the promotion – Minus 30% on any product from the Aromateque range in April (which turned out to be one of the most productive months), we received + 800% profit.

Overall project results

Staying constantly in touch with clients, despite external factors, we gradually approached the indicators that we now have, namely:

1. On average, thanks to email newsletters, the company’s income per month increased by almost 20% year-on-year;

2. The company received 

+230 transactions during the quarantine period;

3. Email marketing turned out to be the most profitable channel, with an 

ROI of over 1000%.

Details: https://adindex.agency/project/aromateques-case-v-2/

Client: NEWENERGY Global Startup Fest

Task: Attract startups to participate in the conference and increase the number of visitors.

What was done:

1.  the launch of a campaign to attract startup projects, energy companies, and experts to participate in the conference.
2.  The launch of a campaign to attract visitors (listeners) to the forum.

RESULT

As a result, we achieved all the goals and completed all the tasks. We attracted participants who passed the qualifying round with their projects; out of 700, 100 people were admitted to the competition.

Summary data for Facebook Ads Manager:

Overall results for two promotion channels:

The cumulative total for the entire promotion period (from 08/09/16 to 10/17/16):

Details: https://adindex.agency/project/we-attracted-700-participants-from-europe-the-usa-and-asia-to-the-newenergy-international-conference%d1%86/

The client

A store that sells doors and flooring

The service

Contextual advertising

The task

To boost sales of vinyl flooring and hidden doors in HOLZ chain stores

The Solution

Our contextual advertising department faced one main goal: lead generation.

Our specialists set up eCommerce; however, due to the business specifics, the call-related conversions were the main benchmark for advertising campaign optimization.

We also set up cross-cutting analytics that took the Binotel unload and the data in CRM into account and then fixed this goal in Google Analytics (after a phone number matched).

The result

The traffic increased by 38%, the conversions increased by 64%. The CPA lowered by 29%.

What Do We Plan For The Future

The main plans for the store promotion are the following:

• we will continue focusing on branded traffic;
• we will be informing the website visitors about current promo campaigns and discounts with the help of Display Network;
• we will launch sales campaigns.

The latter ones should help lower the cost of conversion and increase the conversion coefficient at the same time.

We will focus on secondary plans (like experiments) later, basing on the allocated budget.

Details: https://adindex.agency/project/we-boosted-the-number-of-conversions-and-website-traffic-and-lowered-the-cpa-by-29/

Our client

An innovative online shop that offers flooring, doors, and supporting services.

Our task

To double the sales using aggregators and to preserve the ROI.

The Problem

The shop used aggregators for over a year, yet the results still weren’t effective enough. Both the prices and the assortment of our client’s online shop were competitive; however, it still took last positions in the search results by all categories and all products.

What Has Been Done

• We analyzed the competitors.
• We filled in the information about online shop and offline delivery points on an aggregator website.
• We used the ‘Betting system’ tool for promotion.
• We calculated optimal bets for every product, depending on their prices.
• We created automatized price lists to post them on aggregators with current promo offers.
• Daily administration enabled us to maintain stable placement of the products on platforms.

The result

Using promotional tools on aggregators correctly, we managed to increase sales by 5-10% of the total in 2019.

A task. 

CRM and end-to-end analytics and make the email newsletters for a watch store.

Solution. 

Collection of contact database, automatic mailing series and Bulk mailing - is  an essential elements of starting communication with the client. 

In the process of working with a client from the “watches” segment , created for an audience of men and women over 40 in the Bitrix24 CRM marketing system about 15 segments with the most accurate targeting.

Result. 

The sales conversion rate was about 7%.

We prepared several promo pages, connected Roistat, and as a result, about 10% of refusers returned and made a purchase.

 In 20% of cases, the client made a deal. By connecting sales in the chat, using the Bitrix24 “Sales Center,” we concluded dealings during online communication.

Details: https://adindex.agency/project/smm-email-newsletters-end-to-end-analytics-and-crm-how-watch-stores-build-their-marketing/

Client:

VoD-media service – provides the ability to watch TV channels and movies through an application for smartphones, SMART-TVs, and a website.

Service:

We are setting up a unified analytics system for all touchpoints with the client.

A task:

Build an analytics system that will allow you to: analyse marketing communications, track user interactions with content, segment users for Remarketing, analyse the product, and improve it.

Result:

As a result of the work, a unified analytics system for data analysis was built from scratch (based on Firebase, Google Analytics, BigQuery, Google Data Studio, and Power BI tools).

 Details: https://adindex.agency/project/building-an-analytics-system-for-a-cross-platform-project-for-a-vod-media-service-firebase-google-analytics-web-apps-bigquery-google-data-studio-and-power-bi/

Black Friday is a traditional sale season and a great way to increase your income. Bagsetc is a network of multi-brand stores for women’s and men’s accessories.

Task: increase the email marketing revenue by at least 2 times.

Step 1. Promo mailing with a new collection of shoes for women and men.

Step 2. 4 days before Black Friday, we sent a newsletter with promotions for black bags – they showed the importance of this attribute in the wardrobe and big discounts.

Step 3. The day before Black Friday, we made a mailing list with an emphasis on discounts and buttons with an appeal and links leading to product categories.

Results:

• income from the email channel increased by 1.5 times (by 59.29%) compared to the previous month;
• Newsletter revenue for November was 37% of total email marketing revenue for 2021 (11 months);
• Newsletter revenue for November amounted to 3% of the company’s total monthly revenue.

Alp is not a regular customer of our email marketing service.

Task: show that this sales channel is profitable using the Black Friday email example.

What was done

2 days before Black Friday, we sent a sale reminder email with items that are already discounted and will be discounted. The bottom line is that Alp only runs a sale for 1 day and this is a great option to play on the psychology of the buyer – we want to have what we don’t have and value what we have less.

On the day of the action itself, we made a promo mailing listing products with discounts.

Results:

• income from the email channel grew 4 times (by 282.23%) compared to last year;
• Newsletter revenue for November was 39.3% of total email marketing revenue for 2021 (11 months);
• Newsletter revenue for November accounted for 1.1% of the company’s total monthly revenue.

Task: double the email marketing revenue.

How to set up an effective email campaign on the example of Black Friday

Step 1. 2 weeks before Black Friday, we sent the first email to our entire customer base. It was a great starting point to activate subscribers and start the sale.

Step 2. The next email was sent a week later. The concept of each letter was extremely simple – a banner and a set of products. The main point is to show a discount and a key button with a call to action. Each subject of the letter is dedicated to a holiday or event.

Step 3. The day before Black Friday, we sent a promotional email to a narrowly targeted audience – interested and customers of the Sisley brand, in which we showed the scale of the promotions and time constraints.

Step 4. Black Friday mailing list. The newsletter was designed in the general Aromateque style, which was also used on the site.

Results:

• income from the email channel grew 3 times (by 184.28%) compared to last year;
• Newsletter revenue for November was 33.5% of total email marketing revenue for the year (11 months);
• Newsletter revenue for November was 4.72% of the company’s total monthly revenue;
• revenue from the email channel grew 6 times (by 514.10%) compared to the previous month.

Increasing CTR up to 81%, reducing the cost per click by 33%, reducing the cost of the result by 25.8% by using high-quality creative in advertising campaigns

A task. To attract subscribers of the B2B audience to the unique project -Construction Academy for Professionals.

Client. Manufacturer of dry building mixtures and materials.

We offered the client our version of the banner (we did this because we wanted not just to do the job but to improve the client’s result):

• Beautiful, animated banner in the style of online stores of household appliances
• Announces a news feed; does not call for specific action
• Designed for Gen Z, young audiences
• Performs a solely branded function
• Animated banner intended for target audiences – builders, headmen;
• There is a clear call to action and a description for which audience the news feed is for;
• Specific CTAs (call to action) are animated on the banner and give an idea of what the user should do next.
• The short format of the video banner allowed getting more views of the content and reduced the price per display at the auction.

Replacing the old banner with a new one brought the following result:

• Received 25% more subscribers without increasing the budget.
• With the help of all advertising activities, we attracted 1100+ target subscribers in the B2B segment in two weeks.

Correctly calculated video length affects the depth (duration) of video viewing, not the number of views. The number is growing due to the increase in the percentage of immersion in the video, and the creative becomes cheaper in the display, making it possible to get more views without increasing the budget.

Details: https://adindex.agency/project/how-do-creatives-affect-money-what-is-more-important-in-advertising-campaigns-budget-size-or-creative-quality-and-how-to-evaluate-the-result-if-creativity-is-an-art/

The Problem

The client gave us a task to increase the number of website visitors. During the first stage of our work, we analysed the competitors and set up a Google Analytics account. When we’ve just started working, it was difficult for us to explore the previous website attendance because of the following reasons:

• the reporting’s setting wasn’t accurate;
• Google Analytics chart had blank spaces.

That’s why we decided to use the results of the first and last months of our work in our before and after comparison.

The Solution

Naturally, we analysed the clients’ website state before we started working. Here’s what the analysis showed:

• an average search result position was 77 for Google and 65,6 for Yandex;
• 26 search queries made it to Google Top 100 search results;
• Twenty-nine made it to the Yandex ones.

What Has Been Done

1. We built a semantic core based on the website’s topic and features and used it to create Terms of Reference for writing articles for external resources.
2. During the first month of our work, we purchased 13 temporary and 11 everlasting links and published a few articles on external resources.
3. Continue reading:
   https://adindex.agency/project/we-doubled-the-number-of-website-visitors-for-jewelry-supermarket-network-ukrzoloto/

Project: International education.

Level of competition: high.

Geotargeting: Ukraine (selected regions).

Period: six months (November 2018 - April 2019).

Niche specifics: this is a highly competitive niche with expensive CPC that affects the CPA. Furthermore, the client’s website includes a lot of educational institutions (names of the schools, colleges, and universities) that are hard to work within standard search ad campaigns as most of the keywords were marked as 'Low Search Volume.'

We had three goals:

1. To drive additional traffic at a lower CPC.
2. To increase the number of conversions (filling out the feedback forms is considered a conversion).
3. To work with new keywords.

Our strategy: The DSA campaign rates were six times lower than the ones for the search ads to avoid competing with regular search ad campaigns and to get lower CPC.

The Result

When we analyse the results of our campaigns for six months, we can see that:

1. DSA campaigns drove 18% of all conversions while spending only 7% of the overall budget.
2. CPC in DSA campaign is 77% lower than in the search one, and CPA is 69% lower (the numbers were altered to preserve the percentage ratio).

Case author: Ilya Korzhikov, leading SMM specialist.

Client. The national network of stores of world brands watches.

Task. To increase income with SMM

What was done:

• We configured a Facebook Pixel to collect traffic data.
• We set up dynamic remarketing.
• Launched out-of-the-box advertising campaigns: promoting page publications and promoting offline sales.
• We updated the graphic part of the content on our Facebook and Instagram accounts.
• We improved copywriting and received lots of positive feedback: 200+ comments/month and 70+ price requests/month.

Result 

• Income increased from 88,000 to 169,000 UAH/month.

92% and two times 

• The total ROI was over 200%.

The net final ROI, including all costs, was over 200%, according to customer data.

• The transaction rate increased by 350%.

Even though the decrease in the amount of promoted content led to a reduction in the total volume of traffic, the transaction rate increased.

• The length of the session has increased.

And it became the same as the average length of the most converting main channels (SEA, SEO) for branded traffic.

• The bounce rate has decreased.

The bounce rate predictably decreased because targeted and interested traffic came to the site.

Details: https://adindex.agency/project/how-to-increase-income-for-the-watch-store-to-162000-uah-month/

About the Project

Holz is an online shop selling doors and flooring. It also is a network of offline shops in five Ukrainian cities: Kyiv, Kharkiv, Dnipro, Odessa, and Rivne. The company offers a large selection of products, updates its assortment regularly, hires only highly skilled employees, works with the best Ukrainian and European manufacturers, and guarantees the high quality of its services.

Strategy

The client that turned to us wanted to create a website that would be later promoted in organic search engine results. As the website didn’t exist at that time, we asked the client to provide all the information regarding the assortment of the future online shop.

The Creation of Promotional Strategy

The promotional strategy is a detailed plan of actions that is developed while taking the individual features of a particular promoting website into account. The approach is different for different niches.

The promotion of a website without creating a strategy first leads to ineffective budget spending, loss of time, and lack of the desired results.

We analyzed the competitor websites that made it to the Top of search engines. We based our analysis on the main search queries relevant to the niche.

We paid special attention to the following parameters:

• domain’s age;
• organic traffic volume;
• number of pages in the search engine index;
• website’s structure;
• link profile.

The analysis showed that the competition in the niche is very high. Here are the key indicators for some categories of this niche.

The Top of search engine consisted of old websites with developed structure, big reference weight, and high trust rate.

Continue reading: https://adindex.biz/case-study-how-adindex-helped-new-website-get-ahead-...

The client:

aromateque.com.ua

Business: 

Niche perfumery and brand makeup

Agency’s Goals: 

Transactions growth and CPA decrease due to optimising the Google Ads account (increasing the quality indicators, decreasing the CPC, eliminating ineffective campaigns, groups and keywords, expanding the effective campaigns and searching for new account development solutions).

Terms: 

01.09.15 - current time.

Tools: 

Google Ads - search campaigns, Display Network remarketing, Display Network Dynamic Remarketing, dynamic search campaigns, Gmail campaigns

After one month of work, we achieved the following results: 6% budget decreasing5% transaction number growth10% CPA decreasing135% revenue growth. The transaction price has grown due to price growth and higher competition. But the average purchase cost has also risen. The overall revenue and charges correlation keeps growing. You can see the last month to previous years' correlation data on the diagram.

Details: https://adindex.agency/project/how-ppc-ads-can-help-business-grow/

CLIENT:

deka.ua

BUSINESS:

Watches online store

AGENCY’S GOALS:

Account optimisation and finding ways to get the new audience and transactions (Google Ads shopping campaigns, remarketing and reach Display&Video 360 campaigns, video campaigns).

TERMS: 01.04.18 - current time.

TOOLS: Google Ads search campaigns, Display Network remarketing, Display Network shopping ads remarketing, Display Network reach campaigns with shopping ads, dynamic search campaigns, shopping campaigns, video campaigns, Display&Video 360 media reach the campaign, remarketing list media campaign.

AFTER ONE MONTH OF WORK, WE ACHIEVED THE FOLLOWING RESULTS:

▪ 48% budget decrease

▪ 10% fewer transactions

▪ 0,16% to 0,22% transaction coefficient growth

▪ 43% CPA decrease

THE FIRST MONTH OF WORK AND LAST REPORTING MONTH COMPARISON (AUGUST):

▪ 12% budget growth

▪ 0,22% to 0,41% transaction coefficient growth

▪ x2,5 transactions number growth

▪ 29% growth of the average purchase shows the revenue per 1$ charge and sales number tendency on the diagram.

Client: Omnichannel retailer. HOLZ is a network of innovative stores selling flooring, doors, and supporting client services.

Result: We Increased the conversion from sales applications by 10%, the returns on marketing investments by 25%, and the accuracy of the information that is used for promo campaign optimization by 50%.