How to reduce the advertising budget by 33 times and get 1.7 times more applications. Case Beeline

The budget for the context is "leaked" by everyone. Without exception. Someone has a leak for a couple of thousand a month, someone has a hole like in the Titanic. Different scales, the problems are the same. With regard to market giants, it is believed that their marketing is perfect, and advertising campaigns give a golden sheen. In fact, they make gross mistakes.

In this case, we show one simple idea, which allowed us to increase the number of leads by almost 2 times at Beeline. Despite the fact that the advertising budget was reduced by 33 times. Mechanics work both in corporations and in micro-businesses. What's the matter? Open and see for yourself.


To begin with about the problem of the market as a whole. Many marketers are still stuck in the 90s. Large advertising agencies are no exception. The guys take 1-2 million rubles for “strategic consulting”, make an analysis of market segments with the conclusion that your audience is mainly women 25-35 years old with average incomes. And this is in the era of Big Data, yeah.

Further, the whole team creates “creative” creatures. The same for television, street promotion. For landing pages, which is the worst. In order to get into the heart of a large audience and sell them a product. It’s the same as coughing from a Tsar Cannon with a flock of sparrows.



The main thing is to seize market share and drain the budget yard. Here's what will happen to this approach in internet marketing.

And now about Beeline. We took two directions for systematization (a kind of consulting) - “Business Internet” and “Cloud PBX”. The case will be about the first direction. At the same time, we are not contextual contractors, but a kind of superstructure on it.

Initial data

"Business Internet" is a 4G wireless Internet complete with a router for legal entities. Beeline puts it for 1 ruble, the equipment in the kit "for free."

Product Features - Wi-Fi Router. Mounts anywhere; weight lighter than a smartphone; provides stable 4G Internet up to 100 mb and up to 32 users at the same time.

The main competitors are Yota, Rostelecom, MGTS.

Target audience (main groups) - small retail and services. Any point with a separate entrance (hairdressers, beauty salons, cafes - canteens, small shops) and in places where wired Internet is not available (suburbs, basement floors, attics and other interesting places). Also - home-business, startups, starting digital-agencies.

Advertising campaign in Yandex Direct (on search).

The offer on the main page looks like this:



The same approach - one value proposition for everyone. Please note: it does not cover even a small fraction of the needs of all segments. Despite the fact that absolutely all traffic from contextual advertising comes here.

Task

Reduce the cost of maintaining the Republic of Kazakhstan, increase the number of applications.

What did

1) Disabled untargeted traffic for those groups to whom the Business Internet product “by the checkout”. This brought down the total amount of traffic from Direct to 35 (!) Times. Calm, only calm! The most interesting is ahead.

2) Since we work in conjunction with the context, we focused as much as possible on the search parameters. These are hyper (narrow) traffic segments:



And we show each offer our own offer or a unique selling proposition. On one landing page using Yagla . To do this:

- We synchronize the Republic of Kazakhstan in Direct with Yagla in one click;

- We mark as a replaceable element the Title / Subheading. It affects conversion most of all because heading = value proposition;

- Group requests according to needs.

For example, we take the segment of requests for competitors - Rostelecom (screenshot from the Yagla substitution editor):



3) We extract, based on the requests, the needs of this group of users.

In this case, the person is looking for a stable wired connection (Rostelecom has no other offers for legal entities). And where the Internet is an integral part of the work, a redundant line is needed.

4) We create UTP for a specific group, here is this micro-segment of 3 key phrases. Namely, we offer “Business Internet” as a backup line, an option for insurance. Users for these requests see the page:



Another example is a group of requests for product features:



These people clearly understand what and why they are looking for. The main criterion is speed. Fast mobile internet. Of course, unlimited. Therefore, in the title we write about the maximum speed and unlimited:



As you can see, simple mechanics. Here is its general principle:



Accordingly, for each segment, the same landing page looks different.

5) This is a very important point: we test hypotheses on offers using a / b tests. Each substitution is compared with the source. Here, in Yagl, testing is underway until it reaches statistical significance, until a winner is determined. So we confirm or refute the hypothesis, which is also good.

If the source code showed the conversion above, we rewrite the substitution and run it again in the test. There may be several iterations to superiority over the original.

results

We emphasize that we do not credit these results to one thing alone. A set of factors worked here. Both optimization of the current campaign in Yandex.Direct, traffic hypersegmentation using Yagla, and the work of the Beeline team, which promptly implemented our recommendations.



Despite a radical decrease in traffic by 35 times, the number of applications increased by 1.7 times. What is noteworthy, this is not a wow-effect, but target leads that are interested in a particular value proposition. Because lead is a form of 5 fields, including company TIN. You still need to find him: do you understand what interest it is?

The total budget in the area of ​​“Business Internet” was reduced by 33 times. What a hellish nightmare for an agency working for a percentage of turnover. And a paradise for the client.

The rest is under the NDA (confidentiality agreement).

Instead of concluding the key postulate of the case:

“The narrower the segment you make a value proposition, the higher the conversion to target action”

PS We recommend our material “Segmentation of the target audience for contextual advertising: a step-by-step example” on the mechanics of traffic segmentation .

PPS Share your experiences and thoughts in the comments on what you think.