#ADINDEX Digital Marketing Agency

The client

A large platform of motivated traffic, which is used to promote App Store and Google Play apps in Russia and CIS

Our task

To increase the number of registrations on a website for mobile apps promotion

The service

Facebook targeted ads

The result

• Increased the number of registrations by 91%
• Increased the conversion coefficient for registration on a website from 0,3 to 6%
• Lowered the CPA to 240 RUB

The first thing we did is completely changed all the creatives and separated the audiences by different age segments. We also tested the audience of page subscribers’ friends. Due to creatives’ change and audience testing, we managed to reduce the CPC for the ‘Conversions’ advertising campaigns from 14 to 5 RUB during the first stage.

As a result of testing the audiences with different age targeting, we identified the one audience that was the most effective by conversion cost and CPC: it was the 25-34 age segment. We also disconnected an ineffective audience: it was the 35-44 age segment.

Then, we added offers containing promo campaigns in ad’s text to the most effective advertisement. We did that to display the most relevant information when a user decides to go to a website from an ad.

After we analyzed the effectiveness of ads’ text in the context of achieved goals and CPC, we understood that the ads without direct information about a promo are more effective.

During the next stage, we set up an event tracking on a website (it tracked new registrations on a website) and set up optimization for this event.

The optimization brought us immediate results after the first month of implementation. The bounce rate lowered by 28%, and the number of successful registrations increased by 575% (while the budget increased by 42%). 

Details: https://adindex.agency/project/we-increased-the-number-of-registrations-on-a-website-for-mobile-apps-promotion-by-91-and-boosted-the-conversion-coefficient-from-03-to-6/

Client - A store that sells doors and flooring

Task - To drive search engine traffic and generate leads online

Result:

• Blog’s article made it to the Top 1-3 of search engines.
• The blog generates 15% of sales from the website.
• The optimized 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’s 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 optimization.
3. We conducted an internal optimization of the website’s pages, which was based on the collected semantic core. We also created Terms of Reference for the metadata and published optimized 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 main goals:

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

The analytics department integrated Enhanced Ecommerce plugin to evaluate the blog’s influence on sales. We saw that the blog generates a significant share of profit 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 optimized them according to YouTube’s requirements, uploaded them on a channel, and added to the promotion.

The optimization, along with the further promotion, helped the videos make it to 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, to increase traffic, and to 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.
• 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 also to 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 funnel 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. Drawing up a semantic core, negotiating promotion priorities with a client, drawing up a “Cost/Result” plan (traffic/conversion) and six-month work plan.
3. A full range of internal optimization work in accordance with the promotion strategy: metadata, linking, rewrite content.
4. Providing internal SEO and technical optimization of the project.
5. Providing site migration while maintaining traffic.
6. External project promotion.

 Results

In the first month of work, the project received 15% less search traffic. However, already in the second month after the implementation of the T3, namely, optimizing the structure of the site and landing pages, adjusting meta tags and content, setting up linking, the site grew to 2,5 thousand conversions. That is, the site has grown 2 times.

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

About 90% of the budget was spent (and continues to be spent) on eternal links (in the form of articles, reviews and references). And search, organics has become the main source of traffic for the project, despite the active work in the context of 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 were able to bring his site to TOP-1 for basic queries and to TOP-3 for all high-frequency and mid-frequency queries.

The request “Education in England” 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 up to 20 UAH.

The cost of CPC in SEO is approximately 2 UAH.

The service - Google My Business set up

The task - To raise KPIs

For the HOLZ store that sells doors and flooring, we did the following.

STEP 1. We created and correctly set up Google My Business account while keeping all the nuances and features of our client’s business in mind. 

STEP 2. We worked with negative reviews.

For the Volia telecommunication provider, we did the following.

STEP 1. We created and correctly set up Google My Business account while keeping all the nuances and features of Volia company in mind. 

STEP 2. We set up the service area.

STEP 3. We combined all the departments into one account.

The Results

• For Doors And Flooring Store

The total amount of search queries increased by 60,2% in three months.

The indicators for direct and category search queries also grew: by 68,1% for direct queries and by 48,6% for category ones.

If we compare indicators for the year, we’ll see that the number of search queries increased by 173,91%: direct queries grew by 143,81%, category queries grew by 223,57%.

The total amount of views increased by 180,06%. The views in search results increased by 22,64%; the views in maps increased by 212,49%.

The number of targeted actions increased by 56,48%, the transactions to the website increased by 61,92, the number of paved routes grew by 57,49%, and the number of phone calls grew by 27,06%.

• For Telecommunication Provider

During the first month of GMB integration, the search by category indicator grew by 17%, and the views on Maps increased by 21%.

The company received up to 40% more transactions to the website.

The company’s page started appearing in category search results more than 90% often.

In a year, search results by category and views on Maps reached 41% and 150%, respectively.

The transactions on the website increased by 39%.

The client - Food delivery service

The service - Google Analytics audit

Our task

To identify the causes for discrepancies in the number of conversions to pay only for the sales that are indeed generated by this channel.

STEP 1. We used Google Analytics API and PYTHON from Google Analytics to collect the following data:

Client_ID — the unique user identifier;

Session Duration — the duration of a session in seconds;

Hit Timestamp — the variable that fixates an exact time of each action;

Count of Sessions — the serial number of a user’s session. Each session from a unique user receives its own incremental (the one that increases with a particular step) index, starting from 1 for the first session. The following sessions don’t change the indexes of previous ones.

Session Source and Channel — this parameter describes the traffic source for a website.

Transaction ID — the unique transaction identifier on a website that matches the order number in CRM.

STEP 2. We used the transaction ID to combine the unloads from Google Analytics and CRM with the CPA report’s results.

STEP 3. Based on this data, we created reports than enabled us to detect the following inaccuracies in system’s work:

1)The session was disrupted with the partner’s cashback widget, provided that the traffic from such a tool isn’t taken into account.

2) The next inaccuracy occurred in the attribution model: the transaction was recorded on the CPA network each time it occured in a path.

3) Some webmasters had longer Cookies Storage Period than the one that was agreed upon.

The Result

- We reduced the current cost of the CPA network services by 58%.

– We listed in detail which tools can be used and which cannot; we also listed the consequences of using the unwanted tools;

– We stated that the Cookies Storage Period should be comparable with a user’s purchase decision period.

- We succeeded. The costs spent on analytics paid off 10 times during the first month the obtained results were used.

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 the number of actual leads in client’s CRM increased abruptly. We had to understand what caused this problem.

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

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?

To do that, we created a separate spreadsheet that stored the applications sent by the same action that sent the data about action to Google Analytics and call center’s CRM.

As a result, we received the following data sets:

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

Result

We analyzed 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:

• finalize 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..

Business - Online store Aromateque sells elite cosmetics and niche perfumes and has a number of offline shops in large Ukrainian cities.

Task - Grow income and number of transactions with the help of promo campaigns optimization

Service: Email Marketing by eSputnik

KPI: sales and income

We created a trigger map, which included emails with product recommendations that complemented the previous purchase, notifications about discounts on products from ‘Favorite’ list, emails about new products from a favorite brand, and so on. We approved this map and were ready to implement it. However, then the client’s website went through spontaneous improvement. The programmers were busy revising the website and therefore weren’t able to participate in setting up the campaigns as quickly as needed.

However, we didn’t sit idly by while integration was on the go. We decided to review the promo campaigns and look for potential growth reserves.

Below, we offer a number of lifehacks that helped us grow email marketing’s income by 44,02% during the next five months.

• Do Not Neglect Recurring Emails
• Pay Attention to Details
• Have Fun with the Design
• Let the Customers Have Fun with Your Email

The development of modern technologies allows the users to interact with content even in emails. Buttons that change color when you hover the cursor over them, the rollover effect that enables product demonstration from a different angle once you hover the cursor over the image — these small things matter, because they make an email more ‘alive’ and interesting for the customers.

• Mind the Time Limits

It’s the never-aging classics. The countdown timers that clearly demonstrate how much time user has before the offer expires are especially effective. The important thing here is to avoid using them very often; otherwise, your customers might become immune to them.

Details: https://adindex.agency/project/how-we-grow-promo-campaigns-income-by-44-in-five-months/

The client - A store that sells doors and flooring

The task: to fill the client’s account with useful and interesting content and build the base of active subscribers

The Solution

Step 1. Creating content for the company’s Facebook page.

We decided to pick Facebook for the company’s introduction and content placing. We also used other types of content besides expert one:

• Promotional;
• Niche-related;
• Branded/reputational.

 We used the following types of content:

• slideshows/GIFs with different products or one product in different interiors;
• video reviews of doors and flooring that included the consultants’ comments;
• videos containing expert tips on doors and flooring installment and repair;
• after our client opened an offline store in Dnipro city, we started airing live broadcasts from a store that included the managers’ consultations. We did this to expand our channels of content’s interaction with the audience.

Step 2. Promoting the posts. As the client’s page didn’t have any subscribers at the beginning of our cooperation, and we invested a lot of effort into content creation, we had to make sure that target Facebook users, potential clients will see the posts. Therefore, we used paid promotion for the most effective posts that generated the biggest number of organic interactions and coverage.

Step 3. Creating the company’s Instagram page. In the second half of 2019, we decided to expand and to create an Instagram page. We expected that we’d be able to use this social media to communicate with the interior designers more, as the designers are usually the most active on Instagram.

The Result

• We drove 2,790 new subscribers that are engaged and active.
• We arranged a regular posting of useful and interesting information on HOLZ social media (Facebook and Instagram).

Details: https://adindex.agency/project/how-we-drove-2790-subscribers-to-clients-social-media-from-scratch-with-the-help-of-useful-and-engaging-content/

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 process of 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 real estate market; — get applications for 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 many details as possible. To achieve that, we:

1. Created a slider cover showcasing the objects offered for rent.
2. Filled the ‘Services’ section with information about the offered types of objects.
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.
• A square space 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 one 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

• Analyzed the current brand’s position on the market.
• Studied the work of their competitors.
• Created a customer portrait.
• Analyzed the client’s Facebook and VKontakte pages.
• Analyzed 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;
• humor;
• services’ descriptions;
• live stories.

We added these sections to the schedule that contained no less than 2 posts per day, which always included a kind of dynamic content (videos, GIFs, slideshows, etc.). This content also interacted with the users by asking them questions, addressing them, and containing CTAs. In each post, we focused on addressing the customers’ insights, problems, interests, and opportunities.

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 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/

1. Do a deep analysis of the niche, competitors, target audience.

• brand positioning in social media (what is your platform about?);
• goal and KPI;
• target audience (clear segmentation, problems, insights);
• one or two social networks that fit your niche and that your audience prefers.

2.  Form an SMM strategy according to which the project will confidently go towards conquering the peaks to achieve the set goals.

3. Social networks are about consistency and regularity, so create a content publishing plan (6-12 posts per month). 

4. Track comments and remove customer objections on social media.

5. Be sure to post stories and start live broadcasts. 

6. Be sure to check Facebook Business Help Center or sign up for targeted advertising courses before launching targeted ads.

7. focus on more valuable indicators (purchases, visits to the site, requests to private messages);

8. be prepared to spend a lot of resources on training and additional work that could be delegated to an SMM specialist.

Do you work with small target budgets in an agency?

Yes, I work with small target budgets in an agency.

Small budgets 100% work for:

• High demand goods (seasonality, something new, and everyone wants it right away);
• Emotional merchandise. 
• Hot selling goods. 
• Trends. 

In my experience, small budgets are ineffective in B2B and large online stores.

What are your TOP targeting tools for businesses with a small advertising budget?

1. Facebook Ads Library. 

2. Facebook Pixel. 

3. Dynamic remarketing. 

4. Narrowing audiences.

5. Excluding audiences. 

6. Use of geolocations. 

7. Look-alike or similar audiences. 

What free or shareware promotion channels can you recommend for a business with a small budget?

• Creation of communities, groups, channels of interest. 
• Run contests with prizes 
• Barter with microbloggers.
• Smart spam in thematic publics and communities. 
• Attracting an audience from TikTok. 
• Custom non-spam direct mailing to your subscribers. 
• Geotags and affiliate content. 

Goal: to optimize online marketing efforts in such a way as to increase sales.

The audit result is expressing in a list of decisions that you receive from the auditing agency. That is usually a list of problems and solutions to them.

There are two main questions that the audit provides answers to:

1. Are there any critical things when something is not done well, not at the proper level of quality, or even to the detriment?
2. What can we do better?

We recommend auditing:

• Advertising account Google AdWords/Yandex.Direct.
• Website SEO optimization.
• Analysis of pages and advertising account in social networks;

Who should you entrust the audit to?

• The agency must be Google Partners or Premium Google Partners. That indicates that the agency's specialists meet Google's criteria, regularly undergo training, and are the first to receive recommendations and new ideas for improving the strategy from Google. 
• Check out successful agency cases for SEO, SMM, and PPC.
• Ask the agency what the audit results will contain.

What should be in the audit results?

Using the Google AdWords account analysis model, we give an example of audit results. 

Block 1. Checking the correctness of the created campaigns for critical errors.

Block 2. Analysis of the content with which the audience contacts - images, videos, texts in ads, headlines.

Block 3. Recommendations for development. That is the answer to the question - what can I do to make it better?

It is impossible to stay afloat without applying new tools, features, and strategies. Google, Facebook, SEO, Email tools change, update, new resources appear, new formats and requirements are introducing. That is a dynamic and mobile space, and to survive in it, you need to be able to adapt, constantly learn, and try new things.

For example, if you have not used product remarketing and have not used smart-ads, you can expand your ads with additional fields by adding offline store addresses. That will help promote retail.

Massliking is an excellent tool for business purposes such as:

• Increasing audience engagement;
• Subscriber base reactivation;
• Attracting new engaged subscribers;
• Improving overall reach;
• Increasing brand loyalty (or to a specific news feed).

BY SUBSCRIBERS. This feature allows you to collect subscribers or subscriptions for specific accounts. They can be bloggers, competitors, or groups.

Subscribers are those who follow the person.
Subscriptions are those that the person is following.

COLLECTING AN ACTIVE AUDIENCE. One of the most helpful features. The program will gather a hot audience that is not only subscribed to this or that user but is also active.

SEARCH BY GEOLOCATION. You should use it if your client is a classic business or a business tied to a location.

How to choose a hot target audience with a high response rate?

SORT ALREADY COLLECTED AUDIENCE

After the audience has already been collected in some ways (by subscribers, tags, geo), select the most active audience, which is HOT.

The criterion for high activity of such an audience is a recently published post and constant activity, as well as the number of subscriptions and subscribers.

To sort the audience, you should use the following filters inside the software for promotion:
(almost all programs support these functions in different sections)

• Number of subscribers: from 300 to 1.5 thousand;
• Number of subscriptions: from 300 to 1,000;
• Last post: not older than three days (you can risk putting one day, there will be few accounts, but this is the most active audience that uses Instagram every day);
• Number of posts: from 50 to 2 thousand;

By observing such settings, you can sort out inactive users from active ones and insolvent ones from those interested in buying on Instagram.

A sales funnel - the customer's journey from the moment they are interested in a product until they make a purchase. 

• I am looking - the stage of attracting attention.
• I am thinking - the stage of thinking about buying a product/service.
• I am doing - making a purchase decision.

Stage 1. Video funnels

Videos allow you to gather an audience that is interested in our content to promote it further through the funnel.

Stage 2. Funnel building models

To do this, you will need Facebook's tool to collect audiences based on video view share. 

You need to launch an advertising campaign for this audience with a button that transfers you to the site;

We select Conversion Optimization as the goal of the advertising campaign and add an attractive offer or USP to confirm the benefits to potential customers; On the website, the client can already familiarize himself with the proposal in more detail and make a purchase. 

As an example, let’s consider a wristwatch store.

1. We start by promoting a series of engaging publications in which we talk about one of the brands represented in the store;

2. That follows by the process of collecting a base of an engaged audience that showed interest in these publications in a fixed period when they were promoting.

3. The next stage is to show publications with information about specific brand models that interested the audience.

4. Now we are gathering an audience based on those who showed interest in the demonstrated watch models.

5. We show this audience selling publications with a product carousel or canvas. The publication must contain the USP of the online store, as well as information about discounts/promotions;

By directing the user to the site, to the product page, we look at his behavior on the website and, depending on the actions taken, show him relevant product ads, which ultimately is the last trigger to purchase.

6. Upsell with showing lead forms and offer discounts to all regular customers or gifts to motivate additional purchases.

Content marketing is a complex of works that involve the creation and distribution of unique, useful, and valuable content on external and internal sites to increase brand awareness and sales. This efficient tool solves main tasks for any business:

• driving traffic to the site;
• formation of an affirmative reputation of the company in the market;
• increasing the loyalty of existing and potential customers;
• obtaining new sources of brand communication with the target audience;
• informing the target audience of the brand about the provided services and products;
• increase in direct sales.

Content types and formats

• Content from the category “How to?”
• Interviews with opinion leaders and experts
• Collections
• Cases
• Storytelling
• White papers
• Researches
• Infographics
• Press releases
• Webinars

How to create a content strategy

Developing a content strategy for a business begins with setting a goal. Let's take a look at the most popular ones:

1. Increase brand awareness. That is one of the most common goals in content marketing. Brand awareness directly affects revenue growth. Useful content provides information about the product, gently convincing the buyer to buy.

2.Customer retention; increased brand loyalty. Large companies spend a lot of effort maintaining the image of an expert in their field. Growth in the number of re-posts and links to your information and an increase in response to messages will become a marker that will indicate the correct choice of the direction of the content strategy; Ultimately, this will also translate into an increase in orders.

3. Search for employees. In the labor market, where highly specialized specialists required, the demand for workers often exceeds the supply;

Employers try to present themselves in the best possible light, creating a positive image. The criterion for the correct content strategy can be an increase in positive feedback from employees, an increase in employee calls to the company;

If you are using filter pages for promotion, you must be sure that you did everything correctly. Here is a list of the most common mistakes that are made when promoting filter pages and the solution:

1. All filtering pages are open for indexing.

The search engine's index will include pages processing queries with very low or zero frequency. These pages are not of interest for promotion because they will not bring traffic to the site. The crawling budget will be spending on indexing these pages, causing that significant pages may not be included in the search results.

• It is necessary to close filter pages that are not of interest for promotion from indexing.

2. Filter page meta tags not optimized

• For each of the promoted filter pages, it is necessary to create unique meta tags relevant to the page - title, description, H1 tags; Typically, the meta tags of filter pages are generating automatically, thanks to a given template.

3. On filter pages, the text is duplicating with the main category.

• All promoted filter pages either should not duplicate the text of the parent category or contain unique content with keywords relevant to this page.

4. The filter block is rendering using Javascript.

Links, the rendering of which implementing using Javascript, transfer link weight and are indexed by search engines, but this increases the time and complexity of indexing and scanning; the crawling budget is wasting.

• For better indexing and transferring of link weight, links in the filter block must be rendering without using Javascript code.

5. There are no links to filter pages in the site menu.

• In the site menu, you must display links to the priority promoted filter pages. That will allow you to more correctly distribute the internal link weight on the site, improve the usability of the website;

Optimization of filter pages allows you to get additional traffic, so you need to make sure that there are no implementation mistakes on your resource that sometimes worsen website promotion.

Steps:

First, you need to get a token, a small piece of code:

The easiest and fastest way is through the Ads Manager account. Here's how you can do it:

1. Go to the Ads Manager ad account.

2. Open the developer panel to view the page code.

To do this, press the F12 key or right-click on any part of the page, select View page code.

3. After opening the page code, enable code search (Ctrl + F) and specify accesstoken in the search bar. Copy the found character set to the clipboard

IMPORTANT: the received token is valid for a couple of hours, so each time, it must be generated anew.

Now that we have a token - let's move on to the most important thing - getting a list of interests. To do this, you need to send a request to the Facebook API.

Enter the following URL into the address bar of your browser, but don't go to it.

First, you need to substitute the keyword and add the resulting token.

Navigation for the meanings:

[keyword] is a search word such as Lego.

en_EN - language and country to search for; Interests vary depending on the country.

Token - paste the character set you copied earlier here.

After filling in all the meanings in the search bar, press Enter. That is the response from the Facebook API.

The obtained results are not structured; therefore, for convenience, this list should be deciphered. There are two ways to do this using the JSON Formatter service.

Method 1. Use the web version of the service - copy the received response from the API, then enter it in the left window and get the result.

Method 2. Install the browser extension, then refresh the page with the results from the API. At the top of the page, on the right side, you will see buttons for switching view modes; We get such a list.

IMPORTANT: Be sure to check and filter the resulting lists of interests because not all results are suitable for your target audience.

Mistake 1. An inanimate welcome letter or lack of it

Spending an hour of your time on its creation, you will receive much more return in the future. Try to make your welcome emails personalized, lively, and as concise as possible. Test new formats, texts, images, update templates, give new subscribers food for thought, and provoke them into a long-term collaboration with the brand.

Mistake 2. Weak call to the subscription to the newsletter

• get your audience interested in subscribing to your newsletter. Remember that the user won't like it if each of his scrolls accompanied by a bunch of pop-ups, but excessive modesty in the call will not add subscribers to you;

Mistake 3. A letter without text (consisting only images)

• avoid a format when the whole letter consists only of pictures. And be sure to add an alt attribute to every image in your mailing.

Mistake 4. Lack of optimization for smartphones

When adapting a letter, you should consider the following points:

1. Location of blocks. 

2. Limit your use of CSS. 

4. Try to use the simplest tools so that each subscriber sees the letter exactly the way it was intended;

5. Large text. Everything is trite and simple - use large text to make it easier for smartphone users to read it.

6. CTA (Call To Action) button.

Mistake 5. Impersonal appeal to the entire subscriber base

Mistake 6. Bigger is better

Keep your email concise. But not all email marketers think so, and quite often, they try to fit as many products as possible into their mailing, turning the email into a huge boring catalog. Try to follow the standard email sizes: the width is 600 pixels, the height of the web page is 960. I recommend making letters no longer than 1500-2000 pixels.

Mistake 7. Failed subject line

• Try to reflect the main essence of the newsletter in the heading of the letter and put it in five to seven words;
• Use numbers in the title of the topic, customers like it. For example, “70% discount on goods for children”.
• Use emoji if appropriate.

Instagram is one of the most effective platforms for driving high-quality leads and converting them into clients. The best thing is that it works well for all types of business, no matter what you specialize in: selling goods, offering your services, or communicating with your audience on behalf of a large energy company, for instance.

An account’s audit is a detailed analysis of a company’s or user’s profile:

• a profile (an icon, a description);
• the photos;
• the texts;
• an audience: its age, gender, and geography;
• an audience’s behavior: displays, coverage, views in the feed, a number of saved posts, redirects to posts from hashtags, a number of redirects from links, clicks on contact data, hashtags, stories’ views, stories’ quits, replies to stories;
• the effectiveness of promotional methods (targeted advertising, advertising from bloggers and opinion leaders, collaboration with barter partners, and so on).

A business needs to run an Instagram account audit to:

• identify the weak spots of their profile and eliminate them;
• determine the strong sides of an account to start growing in the most promising direction in the future;
• identify the growth zones for an account;
• develop a strategy for the further promotion of a business on Instagram.

What the process of an Instagram account analysis includes:

Step 1. Setting up goals and KPIs
Step 2. Brand’s positioning and visualization
Step 3. The quality of your photos and videos

• a uniform style of your photos
• diversity of photos
• good photo layouts
• say ‘no’ to the stock photos
• say ‘no' to highly edited and highly retouched photos
• keep in mind that the first 9 photos in your profile are the most important
• horizontal and vertical images

Step 4. The quality of your texts

• the benefit of your posts
• alteration of posts
• length of texts
• paragraphs and indents
• emojis

Step 5. Working with your audience
Step 6. Analyzing the tools for account’s promotion
Step 7. Recommendations on account’s improvement

SEO website promotion in search engines is a set of measures and actions to develop and get the Internet resource to the first positions in the search results of Google and Yandex.

How is the SEO process of website optimization going? 

Stage 1. Analysis of a niche and competitors

Stage 2. Website analysis

Stage 3. Expansion of the semantic core

Stage 4. Internal website optimization

Stage 5. External website optimization

Who needs SEO website promotion?

Everyone who has a website needs SEO promotion. The thing is that every year millions of new sites appear on the network. Yes, most of them are removed and not developed. However, despite this, competition for the TOP in search engine results is constantly growing. And along with this, the struggle for potential customers is getting tougher.

Why you need to order promotion from professionals?

You do not dig deep and never took hard knocks or drained budgets, and it is precisely that because of this knowledge and experience come to a person. By the way, employers (sensible) often pay attention specifically to the mistakes of the applicants and not really on successful projects. Because they know: those who have already committed a certain mistake will try to avoid it in the future.

You do not know the ropes of your particular niche, as professionals who have worked with different companies and faced a wide variety of situations can know this. They will not tell about this in books and courses, because all cases are very individual and each requires its strategy.

You do not know what budgets you will need even roughly. Judging by the projects of acquaintances and friends will fail, because, once again, everything is individual.

How to find such a professional and not make a mistake?
- Do not believe those who promise to get into the TOP of the search results in a month.

- Pay attention to the “transparent” SEO-specialists

- Keep in mind: you should not expect quick results

Mistake 1. CRM implementation without purpose

Others have it; I read that I need it; Competitors are using it – these and other similar goals will not only not yield results, but, possibly, will worsen the sales situation in the company.

The solution is to set serious goals. 

The goals of implementing CRM:

• Fixation of all requests to the company
• Optimization of time for processing a lead/deal
• Unification of entered customer information
• Reducing the likelihood of losing customer base
• Differentiation of access of managers to the client base
• The ability to quickly view and pick up work with clients when employees are in different locations

Mistake 2. Wrong choice of CRM system due to savings on the integrator

The choice of CRM by incompetent people (employee/contractor) for any of the reasons:

• too lazy to study and delve into the features of the CRM system, but at the same time, they liked the description/part of the functionality/presentation;
• the decision to save money on CRM (there is no necessary functionality, another direction of use);
• the decision to cut down on implementation (when the integrator is an IT specialist who is not familiar with the company’s business processes, and the head of the sales department/manager is versed in business processes but is incompetent in the technical part).

Mistake 3. The integration process launched without a preliminary audit

Mistake 4. Choosing a non-scalable CRM system

Mistake 5. Lack of control over work with CRM after implementation

Mistake 6. Work of the CRM system without service integration

Mistake 7. Incorrect CRM system settings

Mistake 8. Non-acceptance of innovations by employees

Mistake 9. Inflated expectations from the use of a CRM system

Mistake 10. Implementation “on paper.”

The solution is that the integration of the CRM system in the company should be gradual, so there is no need to write the TOR on ten sheets in small handwriting. Highlight the core functionality that suits your goals, then slowly add the rest.

The acronym CRM stands for Customer Relationship Management. 

For understanding, imagine an improved excel table with your client base, where one click displays all information about the client with detailed information about him (his name, phone number, website, estimated transaction amount, and much more) in chronological order.

CRM implementation in ADINDEX:

Stage one. Preparation, implementation, and difficulties

In connection with the growth of the company, an increase in the volume of work, and the emergence of new clients in ADINDEX, the question arose of systematizing information about appeals, transactions, and new contacts. Google Sheets could no longer meet all the requirements for data capture and provide the ability to obtain information about customers quickly, so we decided to develop data accounting tools. So we came to the implementation of a CRM system.

Stage two. Choosing a CRM system

Stage three. Testing the Bitrix24 system

The first impression is quite good. The second is the same. But, as always happens, we wanted a little more and a little better. What are the solutions without extra costs? 

The first difficulty, which can be easily solved on paper, but in reality, is more complicated, is the optimization of business processes within the company. 

For those who thoroughly know and understand the essence of the ongoing processes within the company, it will be much easier to decide on their optimization. The rest should turn to integrators who will do it for you.

The second difficulty is the rejection of innovations. Such phrases as We are already comfortable, We write everything down in excel, and this is enough, and Why? Everything works anyway can be heard quite often.

A task.

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

Solution.

Systematization of mailings, use of 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 always 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/

Content strategy update:

• more than 1,400 comments;

• the total increase in engagement by more than three times;

• the reach of video publications increased by 1.5 times;

• the response to publications without a promo has doubled.

Together with the business product department, we developed communication standards:

• "The voice of the brand."
• Editorial standards (editorial policy)
• Standards for photo and video filming

Facebook

(July - December 2018)

Indicators

• ER growth (engagement) + 73%

• Transaction rate 0,33%

What was done

• Increased number of videos

• Improved content quality

• The Facebook store is full.

• Content rubrics test performed.

   

Instagram

(July - December 2018)

Indicators

• ER growth (engagement) + 98%

• Transaction rate 0,16%

What was done 

• Optimization of the account 

• Implementation of the "Shopping bag" tool

• Access to limited functionality “Stories URL.”

• Regular use of Stories and Highlights

• IGTV implementation (YouTube channel support)

• A content rubrics test was carried out

• Publishing only an author’s content

• Increased number of videos

• Test of the view of creatives: triptychs, collages, videos, GIF-formats

   

Results after a year of cooperation

• Became number one in the niche

In terms of absolute and qualitative indicators: engagement, reach, the number of active audiences.

• Generated a constant stream of clients from SMM

Users of social networks actively book products with a further purchase in retail and ask questions to the online consultant in their Instagram/Facebook accounts, or in the chat on the website.

• Annual income growth +55.7% via the SMM channel

We managed to achieve such an indicator, despite the drop in the average check in the market by introducing constant optimization of PK and testing new advertising formats.

 Details: https://adindex.agency/project/smm-for-an-online-store-increased-income-by-700000-uah-over-the-year-and-became-no-1-in-the-niche/

Google My Business or GMB is a free tool to promote your local business on the Internet. GMB is required by local businesses to display on Google maps and search results pages.

Step 1: Fill Out a Company Profile

You have to to fill in:

• Company name.
• Category. 
• Physical address.
• Service area. 
• Schedule.
• Phone number.
• Website link.
• Services. 
• Description.

Step 2: Add Photos

Add high-quality photos:

• Cover.
• Logo. 
• Facade. 
• Interior.

Important! You cannot edit photos. Logo insertion, filtering, and other editing tools are prohibited. If you add edited photos, be prepared for Google to delete them.

Step 3: Post Publications

Step 4: Connect Messages to Communicate with Customers

GMB has the ability to connect messages. With this service, you can communicate with customers via SMS.

To do this, you need to install the Google My Business application on your smartphone, go to the “messages” tab, and activate the service. This service is free, and funds are debited at the rates of mobile operators.

Step 5: Add Products

You can also add products or categories of products that you offer to your Google My Business card. This greatly expands the number of search queries for which your store will be displayed. Also, do not forget to add a link to the product on your site.

Step 6: Collect Reviews

Step 7: Do Not Ignore Statistics

In the statistics section, you can see how many times your company has been viewed in the search results, the number of phone calls and clicks to the site. Using statistics, you can evaluate the performance of your branches and the account as a whole.

Step 8: Separate the Duties

If you have several stores, you can use the "Users" section to appoint administrators for each store (branch). This will facilitate the process of responding to reviews and posting publications.

A 404 error or Not Found is a standard server response code that indicates that the server cannot find the requested document.

Common causes of 404 errors:

• the page has been removed;

• broken links, when there was a mistake in the URL of the page or the URL was changed, but the link was not updated;

• the user made a mistake while entering the URL of the page in the browser line.

Soft 404 error or so-called false 404 error occurs when the page does not exist but returns a 200 OK response code. Notably, such a concept was introduced only by Google's SE. In other search engines, the term "false 404 error" does not exist.

The causes of Soft 404 errors are:

• a blank page or very little content on the page. This may also be due to the fact that the page contains resources (images, scripts) that the search robot cannot process since access to them denied in the Robots.txt file, or there are too many resources and their processing will take too much time;

• a redirect to an irrelevant page configured from a non-existent page;

• incorrect server operation, when for non-existing pages a response code is returned, which is distinct from 404 or 410

HTTP status 200 OK, that is, successful, tells search engines that the page exists. Accordingly, a non-existent page will be scanned and, as a result, may get into the search results.

This situation can negatively affect the ranking of the entire site and waste a valuable crawler resource.

You must determine their source, i.e., find the location of broken links. You can use any crawler to do this. After completing the parsing, it is necessary to filter by the response code - 404 in the list of all site URLs. Thus, you will get a list of all 404 errors and internal links to them. It is recommended to compare this list with the Google Search Console list.

It is recommended to configure the server response code 404. And delete or update links leading to them.

Details: https://adindex.agency/project/404-error-where-to-look-and-how-to-fix/

CRM marketing is a new stage in the development of email marketing. It contains a strategy for interacting with a potential client through that communication channel, at that moment in time, and with the offer that is most convenient or necessary for the user. This concept is reminiscent of proper email marketing, which based on the C.A.T.S model:

• The right CONTENT 
• To the right AUDIENCE
• At the right TIME
• Equals SUCCESS

CRM marketing includes everything the same as email, but with a crucial difference – it takes into account which communication channel will be more comfortable for the user to accept the brand’s offer. This feature makes CRM marketing much more productive than email marketing.

CRM marketing allows you to take into account the interests of people of any age and work with them, regardless of which communication channel is more convenient for them to use.

Who needs CRM marketing?

• A business that already has an initial customer or loyal user base but needs a proper and efficient process to increase repeat sales and grow revenue.
• A business that already has email marketing,but needs to improve efficiency and apply additional tools.
• Omnichannel business to increase sales in the online + offline system.
• Online stores and SaaS projects

Details: https://adindex.agency/project/why-crm-marketing-is-selling-better-than-email-marketing/

1.Memes

Jokes bring people together and relax them; the main thing is to observe their relevance and tolerance. And here’s the result: one comic post received 9.3% more reactions than an informational one.

2. Fantasies about the restoration of famous landmarks

The construction industry is not very rich in inspiring examples of completed projects. But any problem can be solved creatively. We have designed famous buildings around the world in the Baumit color palette. Subscribers liked the idea of taking a fresh look at the historical site:

3. Engagement games

The success with meme posts inspired us to keep our audience entertained. But this time – with riddles, tests, and puzzles about professional topics:

4. Feedback

5. Case studies

6. Broadcasting values and trust

7. Contest mechanics and what is shown on banners to them

• a prize for an activity, follow, comment or tag;
• inviting a friend to the community;
• award for the development of the slogan;
• a gift for answering a question correctly.

Comparative analysis of KPI for the fourth quarter of 2020 and the first quarter of 2021:

• The number of reactions increased by 7.8%.
• The number of shares increased by 33.3%.
• Engagement rates increased by 56.7%.

Results for the first quarter of 2021 on Instagram compared to the fourth quarter of 2020:

• The number of likes per post increased by 41.2%.
• Saves per post increased by 75%.
• Engagement rates increased by 10.3%

Details: https://adindex.agency/project/7-ways-to-increase-audience-engagement-in-a-b2b-brand-account/

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

A task. To attract subscribers of the B2B audience to the special 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 designed 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 reducing 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 and 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, which makes 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/

Client. A large platform of motivated traffic for promoting applications in the App Store and Google Play in Russia and the CIS.

Task. An increase in the number of registrations on the website for the promotion of mobile applications.

What was done:

• We completely replaced all creatives and also divided the audience into different age segments.
• We conducted testing with an audience of friends of the page subscribers.
• We set up event tracking on the site – new user registrations on the website – and set up optimization for this even.

Our results

We have achieved the desired result. Provided an increase in the budget by 30% in the third stage relative to the previous period, we:

• increased the number of registrations by 91%;
• increased the conversion rate for registration on the site from 0.3 to 6%;
• reduced CPA to 240 rubles.

Conclusions

Why our strategy worked and what moments are important not to miss:

• Finding a working model is a lengthy process. It is only through testing various hypotheses that one can see which segments and ligaments bring results.
• The cost for registering new users – 240 rubles – is appropriate when promoting expensive services. For example, in our project, the cost of 10,000 installations on Google Play is 40,000 rubles.
• Facebook is really good at optimizing for regular events and finding the right target audience. That is confirmed by a fairly high conversion rate of 6%, which can compete with the 3-4% conversion rate for such strong tools as advertising on Google and Yandex. We still maintain this conversion rate.

Details: https://adindex.agency/project/we-increased-the-number-of-registrations-on-the-website-that-is-promoting-mobile-applications-by-91-and-increased-the-conversion-rate-from-0-3-to-6/

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 conference.

RESULT

As a result, we achieved all the goals and completed all the tasks. We were able to attract 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/

Client: National Internet and TV provider

Task :

• To increase the number of applications for connecting services from the SMM channel. 
• To reduce the negative comments from subscribers.
• To increase the conversion rate.

What was done:

1. Detailed analysis of the business: customers, competitors, niches, target audience.
2. Content strategy development.
3. Testing advertising platforms Facebook, MyTarget, and VKontakte and launching advertising campaigns.

Result

• Decreased negative reviews by 1.5 times

Thanks to good contact with the audience, whose interests we took into account in the process of creating content, we managed to achieve an increase in the number of positive reactions, as well as reduce the ratio of negative to positive by more than 1.5 times;

• The number of applications for services increased from 45 to 713 per month.

After three months of working with us, the client began to receive lots of applications from social networks to connect tariff packages of services. We managed to increase the number of applications 15 times (1485%).

• Increased conversion rate from 0.41 to 3% (by 634%)

At the end of the period (3 months), we raised the conversion rate from 0.41 to 3%; the growth was 634%.

• Increased the number of subscribers to 15 100

On Facebook, the number of likes on the client’s page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

Details: https://adindex.agency/project/we-increased-the-number-of-applications-with-smm-15-times-and-improved-the-brand-image/

Problem

The client (jewelry design studio) needs to ensure that the target audience reaches outside the page, which will attract visitors, views, and interactions with the content.

As a result of the increase in reach, we predicted growth of the recognition of the workshop and interest in specific products in the form of requests for cost, timing, and receipt of orders, calls to contacts on Facebook and Instagram.

SMM tasks

• Communities promotion on Facebook and Instagram;
• Publications reach;
• Traffic to the site from Facebook, Instagram, and Vkontakte;
• Consulting on content and photographic materials;
• Strategic analysis of competitors’ market and promotion results;

What was done:

1. An audit of communities was carried out, based on which we formed a new approach to content generation.
2. We developed a monthly ad campaign plan for Facebook and Instagram. Launch of work to promote brand communities in these social networks.
3. Strategic analysis of competitors’ market and promotion results;

Result:

• The number of subscribers has increased 10 times.
• Reach – 50 times.
• The number of requests for rings has increased by7 times

1. Page Subscribers

• September 2015 (start of promotion) – 800 subscribers;
• September 2016 – 8 927 subscribers.

Increase – ten times

Number of comments/requests on Facebook Page:

Average daily number of messages like Price? Order conditions?  – 4-5/day, up to 180/month on Facebook

The total number of comments is up to 10/post/day.

• General page metrics:

All Facebook metrics for a business page have been in constant positive dynamics throughout the year.

The growth of conversions on the site for advertising from the Vkontakte network

1. An advertising campaign was launched with ads showing to the previously collected audience of competitive companies, communities with related interests.
2. As a result, within a month, the number of page views with contacts on the site increased by 91.67%, from 12 to 23 transitions;

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: promotion of page publications and promotion of offline sales.
• We updated the graphic part of the content in Facebook and Instagram accounts.
• We improved copywriting and received lots of positive feedback: 200+ comments/month, 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%.

According to customer data, the net final ROI, including all costs, was over 200%.

• The transaction rate increased by 350%.

Even though the decrease in the amount of promoted content led to a decrease 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 began to come to the site.

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

Client 

Online store of food delicacies in the craft style with fast delivery throughout Ukraine

Task

Growth of the number of subscribers in social networks of the online store from scratch 

What was done:

1. Analysis of the brand on the market, competitors, drawing up a portrait of the target audience.
2. Development of a content strategy for a Facebook store;
3. Conducting effective activity to attract attention to the store;

Result

3000 new subscribers, organic reach increased by 88%, and the number of conversions increased by 2.4 times.

Details: https://adindex.agency/project/we-attracted-3000-subscribers-in-one-month-to-the-online-store-of-food-delicacies/

In July, we celebrate three years of collaboration with a client – Rough Guides and Insight Guides in the direction of SEO. We are glad to our cooperation and want to share with you a few facts about the client’s business, as well as key events that have occurred over these three years:

• Rough Guides and Insight Guides are the world’s leading travel brands, world-famous for their travel guides that have been producing since 1970.
• On average, about 1,000,000 users visit websites per month (during the tourist season, before covid-19).
• The head office located in London. Also, teams from Switzerland, Poland, and Ukraine are involved.

Rough Guides & Insight Guides team in London

• Since 2017, the business launched a project of individual travels – a local travel expert plans a tour based on personal preferences and wishes of the client. It was during this period that we began cooperation.
• We provide tasks in 4 areas: technical optimization, content strategy, Link Building, and analytics.
• Over three years, four promotion strategies were developed (every year we update the strategy based on the results), and 36 reports submitted to the client (weekly, monthly, quarterly, annual).
• We issued 17 different TOR for project optimization. In general, the implementation of technical website optimization took 1,5 years, in several stages.
• At the end of 2019, we decided to create new sites in order to make them more modern, user-friendly, and to expand the project’s capabilities in accordance with business tasks. Accordingly, from this period, all our efforts are aimed at creating new functional sites.
• Details: https://adindex.agency/project/anniversary-of-collaboration-with-rough-guides-and-insight-guides/

Email marketing has always been considered an underrated tool. Because small and medium businesses rarely use this channel to attract an audience and maintain contact with their customers. As a result, they lose a lot because this tool is quite efficient.

What are the benefits of email marketing?

• Saving on specialists

Many email newsletter services provide their users with ready-made templates for generating emails. Therefore, if you are not yet ready to spend money on a designer and layout creator, better process mailings using the tool

• Quick repay

Cheap tariffs allow you to receive sales from the moment you send the first newsletter, and they pay off pretty quickly.

• Process automation

It is enough to configure trigger letters once (in the future, just make changes as necessary) so that subsequently, such email newsletters will be profitable without the intervention of a marketeer.

• The recipient voluntarily agrees to the newsletter

PPC and targeted ads “don’t ask permission” for impressions. What often annoy users. In the newsletters, everything is different: before entering the company’s database, the users leave their email address on the site (or in some other way, for example, after registering for an event or downloading certain documents).

• The recipient independently manages the newsletter

At any time, they can unsubscribe from it, saving the company from unnecessary costs for sending letters that are not interesting to a certain audience. 

• Fast communication with the user

Using the newsletter, you can quickly inform your customers about urgent news: about changes in tariff plans (if you are an Internet provider), or about new arrivals of goods (if you are an online store), or about reschedule the event (online or offline). Sending a notification email massively is much more convenient than the mailing format for each separately.

Details: https://adindex.agency/project/what-is-email-marketing/

Details

What is end-to-end analytics?

End-to-end analytics is a tool with which you can track the customer’s path to purchase, analyze in detail his activity on this path to simplify interaction with the brand, and stimulate repeat sales. End-to-end analytics also allows you to predict user behavior at each stage of its intersection with the brand and give recommendations on turning potential customers into real ones.

Which business needs end-to-end analytics?

Your business needs end-to-end analytics:

✓ If you are ready to invest in advertising and want to make a good profit in the future

✓ If you use more than three channels for advertising your business

✓ If you plan to expand your business and grow your audience

✓ If the attendance on your site is more than five thousand people per day

✓ If you have CRM, a large sales department, and offline points

Conclusions

Before implementing end-to-end analytics in your business, you must:

• Calculate estimated costs. Since this is not a fast process, it requires the use of a large number of resources. But even if there will be a lot of costs at the first stage, end-to-end analytics will surely pay off in the future. In the end, after its implementation, it won’t be just an analysis of current affairs, but also an effective plan for the development and scaling of the brand.
• Use proven services and consult specialists. You will not be able to implement end-to-end analytics on your own; it is better to entrust it to professionals. There are too many nuances, and without experience, the blind acting will be ineffective.
• Weigh the pros and cons. End-to-end analytics needed for those businesses in which many advertising channels are involved. If you send an email newsletter once a month and don’t intend to implement a CRM system, it’s probably worth waiting a while before using this tool. 
• Details: https://adindex.agency/project/end-to-end-analytics-what-is-it-and-why-does-the-business-need-it/

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/

Client

Karandash, an agency that provides educational services abroad.

Problem

An outdated site that does not meet modern usability trends and search engine requirements.

Task

To ensure a successful site update process, minimizing possible risks.

Solution

To develop the right approach, which will allow:

• establish a workflow;
• avoid mistakes;
• achieve the intended results.

Any complex task requires a clear action plan, which will outline each stage of work. Formally, we can divide the process of updating a site into the following stages:

• Preparation for the start of work;
• Implementation of technical tasks;
• Analysis of completed works;
• Site release.
• At first glance, it may seem that the plan is too simple, but it is not.

Let’s figure it out.

Result

We updated the website without losses for business and downgrade in search engines.

In this case, we will share our practical experience in updating sites. You will learn how to build the process of updating an Internet resource, not miss anything and achieve the desired result.PROBLEM

The reasons why we decided to start updating the site: the current version of the CMS is outdated and did not allow solving several business and SEO tasks:

• Lack of a personal account.
• Limited interactive site functionality.
• The inability to leave reviews in the context of product pages.
• Lack of correct internal linking on the site.
• The blog is not optimized technically.
• Limited site structure, lack of filter functionality.
• Lack of an alternative language version of the site.
• The design of the current site is outdated.

Details: https://adindex.agency/project/how-to-update-a-website-without-losing-rank/

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-analyti…

Client:

VoD-media service – provides the ability to watch TV channels and movies through an application for smartphones, applications for SMART-TVs, 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: analyze marketing communications, track user interactions with content, segment users for Remarketing, analyze 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…

Instagram Design Layout for the Kazahstan's marathon.

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%.

Instagram Design Layout for the polygraphy agency.

This client turned to us with the following problem: their company’s rating on the review websites was too low.

We analyzed the search results, worked with SERM (search engine reputation management), and improved the client’s rating from 1.1 to 4.7.

In this case, I want to focus on what has been done to achieve that and share some lifehacks from our agency that could help improve a company’s online reputation.

What We Did

First. We analyzed the search results in Google and selected the websites that allow leaving reviews about the brand’s service and products. We took into account all the existing positions in top-50 search results for a ‘brand’s name + reviews’ keyword.

Second. After we selected the review websites, we analyzed the monthly average number of negative reviews on each website separately. Then we came up with the work plan for the next 3-6 months to improve the client’s average rating.

To achieve that, we used the statistics for the last few months. We calculated the projected number of negative reviews by month and the number of positive reviews (with a 4-5 rating). Then we distributed the required daily amount of review publications with monthly correlation, based on the average value by the end of the month.

Continue reading: https://adindex.biz/how-business-should-withstand-negative-reviews-review-websites-seo-cases-p310/

The Problem

The client gave us a task to increase the number of website visitors. During the first stage of our work, we analyzed the competitors and set up a Google Analytics account. When we’ve just started working, it was difficult for us to analyze 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 analyzed 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;
• 29 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/

The niche: Online bookshop

Business’s specifics: Small shop, narrow product range.

The problem: High CPA (transaction cost) with a low average check.

The cause of this problem: High competition leads to a high cost per click (CPC) in search campaigns.

The solution: Launch of sales campaigns.

Work Stages

We divide all work related to the sales campaign launch into two stages. The first stage is focused on the technical part of the process: we create and set up a Google Merchant Center account.

This includes:

• process of checking if a website meets Google Merchant Center’s requirement;
• account creation;
• proof of a website’s ownerships;
• creation of Terms of Reference for a feed;
• feed’s check and upload; work with the declined products (in 99% of the accounts), figuring out the reasons, and searching for problems’ solutions;
• setting up the rules of feed’s transformation for product segmentation.

The second stage is all about working with Google Ads account:

• creating campaigns according to the structure we developed;
• choosing and testing the strategies;
• analyzing the effectiveness;
• launching smart campaigns.

The Result

After a month of launching standard sales campaigns, we got the CPA 23% lower than in search campaigns: 43 UAH. At the same time, sales campaigns, along with product search query requests, drove users to a website even by general search requests, which we couldn’t afford when we used search campaigns. In 6 months of work, the CPA lowered to 27 UAH. After we launched smart sales campaigns in December 2018, it reduced to 18 UAH

Details: https://adindex.agency/project/launching-sales-campaigns-for-a-store-th…

Project: International education.

Level of competition: high.

Geotargeting: Ukraine (selected regions).

Time 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 with in 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 (for this website filling out the feedback forms is considered a conversion).
3. To work with new keywords.

Our strategy: the rates for our DSA campaign were six-time 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 analyze 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 search one, and CPA is 69% lower (the numbers were altered to preserve the percentage ratio).

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-...

Challenges

The website. Low level of technical organization of the project. The website had critical technical errors, which were a deterrent to promoting the company online. The main errors were the following:

• Backlinks. The backlink profile wasn’t able to meet the competition with regard to quantitative and qualitative indicators. Search robots treated referring link juice as unnatural as most of the referring domains belonged to the *.ru domain zone:
• Search traffic. No growth through the Organic Search channel, and a prolonged decrease in search traffic:

Solution

The project work was carried out in several stages. At each stage, multiple tasks were solved. Among them:

• elimination of critical (and not critical) technical errors on the website;
• improvement of the website’s usability;
• implementation of HTTPS for all pages of the website;
• updating metadata on all pages of the website;
• improving the website’s loading speed;
• expansion and optimization of the website’s structure;
• updating content on all important (most visited) pages of the website;
• content marketing using blog posts;
• creating and posting PR content to external sources;
• buying backlinks.

The Results

The amount of search traffic increased by 58% compared to the previous period.

The website’s ranking positions for the chosen search terms got close to the TOP 3 search results.

Details: https://adindex.agency/project/adindex-helps-online-car-wrap-store-incr…

A client that turned to us wanted to promote one of the website’s pages in the search results and help it make Google’s Top-5. When we started working on the project, we faced the following challenges:

• Our client works in a quite narrow niche;
• Our client’s budget for this project is very limited.

The Solution

We decided to use SEO tools for promotion. We used both the website’s main page and the main landing page for active promotion.

Any optimization should start from the analysis of the data that already exists. We conducted a detailed analysis of website’s condition to perform a proper evaluation. These are the internal parameters we paid attention to:

• loading speed;
• content duplicates;
• metadata duplicates;
• content’s uniqueness.

These are the external parameters:

• website’s traffic volume (monthly statistics in a year time span);
• selection and evaluation of the competitors;
• domain age;
• number of backlinks.

After conducting a detailed analysis, we developed a promotional strategy to improve website’s position in search results.

The Result

• The client’s website made the Top-2 and Top-10 of search results;
• The website’s search traffic grew by 38,39%;
• The search traffic on promoted page increased by 81,89%, while general site attendance grew 12 times;
• The website’s audience increased by 70,98%.

Details: https://adindex.biz/case-study-how-adindex-helped-website-selling-metalw...

The client:

aromateque.com.ua

Business: 

Niche perfumery and brand makeup

Agency’s Goals: 

Transactions growths and CPA decreasing due to optimizing the Google Ads account (increasing the quality indicators, decreasing the CPC, getting rid off ineffective campaigns, groups and keywords, expanding the effective campaigns and searching for new account developing 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

Currently, the transaction price has grown due to price growth and higher competition. But the average purchase cost has also grown. 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/

Goals:

Optimizing the account, transaction growths, CPA holding, new targeting audience searching with following multi-channel remarketing.

Terms:

01.01.17 - 01.04.18

Tools:

Google Ads search campaigns, Display Network remarketing, Display Network shopping ads remarketing, Gmail campaigns, dynamic search campaigns, Display Network reach campaigns, Display&Video 360 remarketing lists media campaign, Yandex.Direct Smart campaigns.

After one month of work, we achieved the following results:

▪ 12% traffic decrease

▪ 7% budget growth

▪ 21% transactions number growth

▪ 12% CPA decreaseJANUARY 2018 AND JANUARY 2017 COMPARISON

▪ x2,5 budget growth.

A part of the budget is set for reach campaigns in order to attract new users (the top of the sales funnel)

▪ 90% transactions number growth

▪ x2,2 transactions revenue growth

▪ 20% growth of an average purchase

▪ 30% CPA growth (including the increased CPC and reach campaigns budget value).

Project:

Microcredit service, young site promotion

Goal:

To increase the number of lead from Google search.

Start:

June 2016, domain age 2 months 

Implementation:

1. An internal optimization was carried out:— Technical pages were closed from the indexing;— Site structure and internal link scheme were optimized;— The correct server answers for pages from 500 to 404 were set up;XML sitemap was implemented;— Semantic markup of the content scheme was implemented

2. The relevant metadata was implemented; incorrect keywords and H1 tags duplication were fixed.

3. The non-unique content on the site was replaced with optimized, relevant and useful content for users.

4. System link-building started: external articles on trusted topical and news sites, bloggers and other social references.

Result:

Monthly increasing of organic search traffic is about 60%, total – more than in 3 times for 4 months.
Details: https://adindex.agency/project/ppc-advertising-in-georgia-aspects-and-d…

CLIENT:

deka.ua

BUSINESS:

Watches online store

AGENCY’S GOALS:

Account optimization 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 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 purchaseYou can see the revenue per 1$ charge and sales number tendency on the diagram.

THE ISSUE

The client spent 3+ hours on processing Google Adwords campaigns data into Google Analytics data.

It’s essential for client to see the costs and major KPI’s in another structure.

We had to shorten the report creating time and free some time for client's marketing specialist for solving more important tasks.

THE SOLUTION

1. We linked AdWords and Google Analytics.

2. We loaded the necessary parameters and scores into Google Sheets via Google Analytics Spreadsheet Add-on.

3. We transferred uploaded data into the correct format via Google App Script and some formulas.

4. We transferred the result into the client’s Google Sheets via Google App Script.

5. We set up automatic data upload and transferring for a weekly interval.

Details: https://adindex.agency/project/marketing-reports-automation/

THE PROBLEM

The ads position are high and campaigns are processing the wide field of search terms of high, average and low frequencies. Growth backups via increasing the search traffic are minimal.

Campaigns are combined by few parameters: interests, marketplaces and keywords.

These campaigns provide the acceptable level of the conversion price, but scaling the campaigns within this price level isn’t successful.

THE SOLUTION

Attract the new audience from new marketplaces and initiate sales via remarketing.

At first, we selected the marketplaces for placement.

The audience should correspond with the chosen region: Ukraine

Income level: above average

Age: 25-45.

TOOLS

Placing the teaser block on the main page of the major news resource.

Facebook ads, targeted on the audience interests according to the income level, region, age and client’s business: interior design, parks and recreations, financial market, finances, luxury real estate, financial services, cigars and landscape design.

Increasing the values in the Google Display Network within the common audience with real shoppers from previous periods (according to Google Analytics data).

Details: https://adindex.agency/project/increasing-the-income-by-57-via-the-comp…

Business

Online store offering groceries and household chemicals from Europe (Italy, Germany)    

Goal

Boost search engine traffic volume  

The Problems

The client’s website hasn’t been maintained properly for a long time, which caused several standard problems.

When Adindex team took on this project, they discovered the following issues:  

– technical errors (both in layout and in the website’s structure);

– several duplicates (both by URL and by metadata);

– lack of content on a website;

– lack of reference weight;

– the website had low trust rate.  

Result

The project made the top 3 in its niche and became the leader in search traffic volume. The channel’s conversion rate currently looks like that: organic search takes second place after the direct traffic’s conversion rate.  

https://adindex.agency/project/adindex-helped-grocery-and-household-onl…