March 9, 2010 at 23:53How we use Yandex Direct
After reading the topic "Computer firm - about advertising" I finally decided to describe how we advertise ourselves.
A few introductory: a
rather specialized niche - industrial mountaineering.
minimum human resource (3 employees: responsible for finance, for the production process, for documentation and sales)
How did we come to this (advertising through yandex direct:
At the first stage, we used methods tested at previous jobs:
ringing potential customers,
sending faxes, e- mail
advertising in the industry directory (in this case, Construction )
In the off-season - February-March (part of April) there is time for all types of such advertising - returns appeared until August, that is, you can really make a reserve for six months to have a minimum influx of calls and orders.
In the season - May-September - the main time the employee goes to the preparation of documents for the work, there is no time advancement. Less advanced methods of promotion are required in terms of time.
The end of the season - October-December - a change in the entire advertising strategy, a complete rejection of print advertising, mailing and ringing is stopped, because work is not planned yet. In the process of communicating with subcontractors, they chose a new tool - Yandex Direct.
What is done:
one ad "industrial mountaineering" created; it includes the most popular keywords. constant control over the value so that the position does not decrease.
result: in the most unproductive time November-December, one call per day, spending about 1000 per week. first signed contract after a week of placement.
After the new year and snowfalls, there was a huge need for the services of industrial climbers, direct costs increased and amounted to between 1,000 and 1,500 rubles a day from January to early March. The number of calls has increased to several tens per day. The cost of clicks increased several times, on some days it was necessary to raise bids several times.
About potential customers using the Internet to find suppliers - everything from the Presidential Administration to the Orthodox Church.
According to the results of 2 months, we made a leap from volumes of several hundred thousand per month to several million per month, using only one ad on yandex direct.
Of course, these months are not indicative, since there were several times more work than the performers, in the season (summer) this indicator is less, about 1.5 times more work than the performers.
For further development, about 10 highly specialized announcements were created (roofing, cleaning, installation works). We plan to use google. We expect to get enough turnover from this advertisement to hire an individual sales employee.
Here is such a short story about the effectiveness of advertising on the Internet.
PS since the site is not yet finalized it’s too early to talk about arrivals from it.
I think in 2 months it will be possible to describe how 3 sources on the Internet work: the site yandex, google.
A few introductory: a
rather specialized niche - industrial mountaineering.
minimum human resource (3 employees: responsible for finance, for the production process, for documentation and sales)
How did we come to this (advertising through yandex direct:
At the first stage, we used methods tested at previous jobs:
ringing potential customers,
sending faxes, e- mail
advertising in the industry directory (in this case, Construction )
In the off-season - February-March (part of April) there is time for all types of such advertising - returns appeared until August, that is, you can really make a reserve for six months to have a minimum influx of calls and orders.
In the season - May-September - the main time the employee goes to the preparation of documents for the work, there is no time advancement. Less advanced methods of promotion are required in terms of time.
The end of the season - October-December - a change in the entire advertising strategy, a complete rejection of print advertising, mailing and ringing is stopped, because work is not planned yet. In the process of communicating with subcontractors, they chose a new tool - Yandex Direct.
What is done:
one ad "industrial mountaineering" created; it includes the most popular keywords. constant control over the value so that the position does not decrease.
result: in the most unproductive time November-December, one call per day, spending about 1000 per week. first signed contract after a week of placement.
After the new year and snowfalls, there was a huge need for the services of industrial climbers, direct costs increased and amounted to between 1,000 and 1,500 rubles a day from January to early March. The number of calls has increased to several tens per day. The cost of clicks increased several times, on some days it was necessary to raise bids several times.
About potential customers using the Internet to find suppliers - everything from the Presidential Administration to the Orthodox Church.
According to the results of 2 months, we made a leap from volumes of several hundred thousand per month to several million per month, using only one ad on yandex direct.
Of course, these months are not indicative, since there were several times more work than the performers, in the season (summer) this indicator is less, about 1.5 times more work than the performers.
For further development, about 10 highly specialized announcements were created (roofing, cleaning, installation works). We plan to use google. We expect to get enough turnover from this advertisement to hire an individual sales employee.
Here is such a short story about the effectiveness of advertising on the Internet.
PS since the site is not yet finalized it’s too early to talk about arrivals from it.
I think in 2 months it will be possible to describe how 3 sources on the Internet work: the site yandex, google.