March 26, 2010 at 16:0210 conclusions on the effectiveness of the campaign to attract traffic to the site
Today is exactly 5 months from the start of the advertising campaign of our online mall. The campaign took place in several stages, different in terms of targeted messages and the volume of advertising investments. Earlier we did not conduct large-scale online campaigns, and much was new, some results surprised us very much.
We decided to share their observations in the hope that they will be habr-useful.
1. The cheapest clicks are on Yandex and Google (hello, Captain Evidence). In addition to the price, contextual advertising gives a certain quality threshold - the average duration of a visit is 1-3 minutes, 3-5 pages viewed per visit. The average click price on Yandex is 8 rubles, on Google - 5 rubles.
2. Rambler is much less effective compared to Yandex and Google (hello again, captain). We were convinced of this from our own experience. Received about 5 times less visits than predicted. However, the average cost per click is also not too high - 9 rubles.
3. Many visits are brought by display advertising (banners and pop-underders) on Odnoklassniki and VKontakte, but the price of these visits is penniless, because the average duration of stay on the site does not exceed 30 seconds, and the rejection rate is about 90%. We will no longer buy such advertising. They recommended working with applications on VKontakte, but to be honest, I don’t even want to try after such a first experience.
4. Banner networks did not like at all - few clicks, high cost of clicks. The only thing that we will be able to use sometime later is the Soloway network.
5. I liked the effect of placing banners on Lady.Mail.ru - 11 rubles, average cost per click, 6-7 pages per visit. The remaining "women's sites" were not pleased - they tried Eva.ru, rasprodaga.ru, kleo.ru, cosmo.ru.
6. Distribution of press releases gives an illusory large number of publications on the Internet, but at the same time practically does not give traffic. The conclusion that we made is that in order to get traffic it is more efficient to work targeted with individual online publications, in order to “make friends with journalists”, periodically do newsletter releases without traffic expectations.
7. I liked the advertisement on the radio. Efficiency was measured as follows: we counted the number of direct requests for the site address on the day the advertisement aired and the next day, then subtracted the average daily traffic the previous week. We got about 1000 clicks from each advertising output (tried City FM and Vesti FM). Regretted that there were few exits.
8. The blogosphere is good too. The "agents" who worked for us in various forums and blogs brought us several thousand visitors. At a price this is comparable to placing banners on inefficient sites, and in quality it is much, much better. The longest sessions on our site and many purchases were born from work in the blogosphere. In addition, there is the effect of the "long tail" - we observed transitions to the site for a month after the work of the "agents".
9. Twitter - has become one of my favorite toys. It is pleasant and useful to familiarize the audience with the brand, but so far we are only learning how to get traffic from Twitter.
10. We run our blog in LJ (with cross-posting to other blog sites) and see in this the prospect of creating a community around us. It is not yet possible to get stable traffic, and during the period of time-limited promotions - several hundred free transitions.
Meta-conclusion:
Context + banners in email services + blogosphere + radio = effective advertising campaign
We decided to share their observations in the hope that they will be habr-useful.
1. The cheapest clicks are on Yandex and Google (hello, Captain Evidence). In addition to the price, contextual advertising gives a certain quality threshold - the average duration of a visit is 1-3 minutes, 3-5 pages viewed per visit. The average click price on Yandex is 8 rubles, on Google - 5 rubles.
2. Rambler is much less effective compared to Yandex and Google (hello again, captain). We were convinced of this from our own experience. Received about 5 times less visits than predicted. However, the average cost per click is also not too high - 9 rubles.
3. Many visits are brought by display advertising (banners and pop-underders) on Odnoklassniki and VKontakte, but the price of these visits is penniless, because the average duration of stay on the site does not exceed 30 seconds, and the rejection rate is about 90%. We will no longer buy such advertising. They recommended working with applications on VKontakte, but to be honest, I don’t even want to try after such a first experience.
4. Banner networks did not like at all - few clicks, high cost of clicks. The only thing that we will be able to use sometime later is the Soloway network.
5. I liked the effect of placing banners on Lady.Mail.ru - 11 rubles, average cost per click, 6-7 pages per visit. The remaining "women's sites" were not pleased - they tried Eva.ru, rasprodaga.ru, kleo.ru, cosmo.ru.
6. Distribution of press releases gives an illusory large number of publications on the Internet, but at the same time practically does not give traffic. The conclusion that we made is that in order to get traffic it is more efficient to work targeted with individual online publications, in order to “make friends with journalists”, periodically do newsletter releases without traffic expectations.
7. I liked the advertisement on the radio. Efficiency was measured as follows: we counted the number of direct requests for the site address on the day the advertisement aired and the next day, then subtracted the average daily traffic the previous week. We got about 1000 clicks from each advertising output (tried City FM and Vesti FM). Regretted that there were few exits.
8. The blogosphere is good too. The "agents" who worked for us in various forums and blogs brought us several thousand visitors. At a price this is comparable to placing banners on inefficient sites, and in quality it is much, much better. The longest sessions on our site and many purchases were born from work in the blogosphere. In addition, there is the effect of the "long tail" - we observed transitions to the site for a month after the work of the "agents".
9. Twitter - has become one of my favorite toys. It is pleasant and useful to familiarize the audience with the brand, but so far we are only learning how to get traffic from Twitter.
10. We run our blog in LJ (with cross-posting to other blog sites) and see in this the prospect of creating a community around us. It is not yet possible to get stable traffic, and during the period of time-limited promotions - several hundred free transitions.
Meta-conclusion:
Context + banners in email services + blogosphere + radio = effective advertising campaign