#ADINDEX Digital Marketing Agency

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.

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An outdated site that does not meet modern usability trends and search engine requirements.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The reasons why we decided to start updating the site: the current version of the CMS is outdated and did not allow solving several business and SEO tasks: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.

Client

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

The Problem

This business has several features that significantly affect the ability to track the effectiveness of different marketing communications. Here are those features:

• it takes up to 6 months for the customers to make a purchase decision;
• it takes up to 3 months to complete an order;
• the users pick the goods online, but in 90% of cases they call or come to offline stores to make a purchase;
• this business uses various data storage systems.

Taking these features into account, it’s not enough to only use Google Analytics to analyze marketing effectiveness. We needed something different: an integrated approach.

The Task

This business uses the omnichannel development strategy. 

Our client invests a lot of resources on the internet marketing strategy and therefore they wanted to understand how exactly does internet marketing affects sales for business as a whole.

In order to answer that question, we have to:

1. Have all the information about the company’s interaction with clients and sales stored in one place.
2. Estimate the impact of internet marketing on overall sales.

As a result, we can use the obtained data for different purposes: for instance, to optimize the promotional campaigns for the actual sales.

The Solution

We decided to build a Data Warehouse (a database that stores the data from different sources and maintains connections between that data).

We based our decision on three main factors:

• The omnichannel business model.
• The significant time required to make a purchase decision.
• The usage of different systems for data collection and storage.

We used the following tools and services to build Data Warehouses: Google BigQuery, Google App Script, Google Sheets, Google Analytics, Bitrix API, Binotel.Implementation

The result.

A beta version of a Data Warehouse is created. We call it a beta because it’s hard to evaluate all the pitfalls that might appear during its operation before a Data Warehouse is integrated.General Results For A Project

The business was able to use the information on actual sales to:

• Increase the conversion from sales applications by 10%.
• Increase the return on marketing investments by 25%.
• Increase the accuracy of the information that is used for promo campaign optimization by 50%.

What has been done to achieve that:

Tracking of all the stages of a sales funnel.

Tracking of the ROPO effect.

The ability to create promo campaigns that are optimized according to actual sales data.

In-depth user behavior analysis.

The analysis of managers’ work effectiveness.

The integration of an end-to-end analytics process.

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.

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).

Instagram Design Layout for the Kazahstan's marathon.

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 on adindex.biz
   https://adindex.biz/case-study-how-we-doubled-number-website-visitors-jewelry-supermarket-network-ukrzoloto-seo-cases-p325/

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

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:

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.

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.

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.

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).

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

Solution

• Pay Attention to Details

Even if you cannot automate your email marketing strategies in the near future, you can still use the customer behavior data which you already have in order to optimize the promo campaigns

• Have Fun with the Design

When your product is good and the price is nice as well, you might not find the presentation of this product important.

• 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. 

Instead of Summing Up

Let’s assume that you already heard or read about some (or all) of these methods. However, from our experience there’s usually a huge moat separating ‘knowing’ from ‘implementing into practice’. This moat is filled with crocodiles and piranhas called ‘sometime later’, ‘maybe next time’, and so on. Therefore, it never hurts to double check if you use all the available resources.

If email marketing is completely unfamiliar to you and seems too complex, but you still want to figure out how to make it work for the good of your business, please reach out to us. We’ll gladly help you figure everything out.

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.