We are talking about contextual advertising in medical topics. Also about the important role the landing page in getting the result, regardless of the topic, and how to reduce the cost of conversion (lead). It is often difficult for business representatives to objectively assess how selling and user-friendly their website is. And it's not just about knowledge in the field of advertising or usability, although this is certainly very important. It is difficult for businesses to look at their website through the eyes of a client. When you are immersed in one topic, many things seem simple and even elementary. Therefore, you need to look at your site not as a professional, but as an ordinary user who wants to get answers to basic questions before calling or placing an order. Before starting cooperation, we usually give basic recommendations and comments on the site (and most often they are). This service is free for existing clients, because without a selling site, you will not be able to get the maximum result from any advertising. But in this case, we will show what experiment we conducted with landing pages in a project with which we have been working successfully for a long time. And also how much it was possible to reduce the cost of conversion (lead) for the client. The task was to test a new page, which was designed in the Landing Page format for conversion (performing targeted actions on the site) in one of the directions, which was quite different in style and content from the current page and the site as a whole. That is, the main page that was advertised is on a multi-page site in the classic form, the experimental (test) page is in the form of a Landing Page. Topic - Medicine Geography - Kiev Tools - Google Ads The first thing to do in such a situation is to assess the quality of the tested landing. As a result of the analysis, we provided the client with a number of recommendations. For some reason, it was not possible to implement all the changes at once. We set up the experiment, and the changes were made by the client in stages over the course of six months. Thus, the testing lasted for 8 months. Throughout the autumn and winter, the pages went head to head. Let us remind you that at that time all the recommendations had not yet been finally applied.   But in the first 2 months of spring, after making all the changes to the test landing, a clear winner emerged.   The screenshot shows that we managed to reduce the cost of conversion from UAH 1,452 to UAH 604, that is, the cost of a conversion from a test campaign is 58% lower than the original one. The goal was achieved. Now you can scale the result in all directions. It's been 2 months since we used the new landing page 100% for our search campaign. Conversions can be obtained at a cost 42% cheaper than for the entire testing period.     Thus, we will be able to attract many more applications for the allocated advertising budget by changing only the landing page. Look at your site through the eyes of a client! And remember, testing is always a new opportunity, don't miss them. P.S. Some business data has been hidden for confidentiality reasons.  

The case clearly shows an example of audience targeting and how you can work with it. Even though the 21st century is outside the window, stereotypes are deeply rooted in their heads - when it comes to search campaigns, all advertisers unanimously say: - Oh, this is about keywords! But they will be only partially right, because, yes, keywords are one of the targeting in a search campaign, without which it simply will not start working. This is a technical nuance. But at the moment this is not enough for effective advertising campaigns and for obtaining high ROI. The level of competition in Google search is very high, respectively, if we want to get the most from the advertising budget, we need to clearly get advertising messages to the target audience. And just adding keywords to your search campaign won't be enough. And that's why. Let's start with the target audience. Who do we define as the target audience !? If we determine that our target audience is men + women, from 18 to 65+, who enter the key phrases we have selected in Google search, then we are wrong not in our favor. And quite a lot. Gone are the days. Nowadays, in order to successfully sell your goods and services on the Internet, you need to more accurately define and "aim" at the target audience. Now the target audience that is ready to buy from us, which is most likely to convert on our website, may look like this: Target audience = women from 25 to 44, no children, from Manchester, with Android, interests - "Travel", "Sports events", "Health insurance", "Business tourism".   Every year keywords in search ads. campaigns are becoming more and more technical, and are no longer effective targeting. More and more the focus is shifting towards audience targeting   And when we engage in advertising campaigns are such audience targeting and to these characteristics we will add keywords that are suitable for us - then we have a much better chance of getting into those consumers who we really need. But this is all complicated by the fact that in order to determine the target audience, initial data is needed - that is, who exactly converts well in our country, where to find out their characteristics and interests. The main parameters of the target audience can be taken when analyzing sales, some from the site statistics, but deeper characteristics can be obtained through advertising analytics - collecting data and analyzing, and constantly - systematically and regularly. Well, let's show it in practice. Subject - Swiss watches. Geography - Europe. Search advertising campaigns. Suitable target key phrases have been added and refined over the years. Everything is clear here. Next, we add for monitoring the interests of users that are available in advertising service. And we add not only those that seem to be suitable for us, but also others that may even at first glance be logical antagonists. For the client, we added about 10 audience leads with the "Observation" setting. This allows you to first observe, and then, when a picture of their performance emerges, to make decisions on further strategy. So, we add and wait until there are enough statistics for each added interest - so we can draw the most accurate conclusions. Some campaigns will take several weeks, and some months, based on the popularity of the product and the speed of traffic and statistics. In the client's advertising campaigns, this took us several months - here we made a reserve for the accumulation of data so that the conclusions were super accurate. Niche - screenshot from ad. campaigns (we have hidden some confidential data): So the added audience interests are visible here. That is, the campaign works by keywords, but the system also distributes traffic by interests. On average, for this ad campaign, the cost of attracting a conversion / lead (CPL) was about 30 euros. As you can see in the top line, the cost of conversion for users with the interest "Jewelry and Watches" is 24 euros, but car enthusiasts give a conversion for 35 euros. Moreover, both the first and the second come using the same keys! How so, the question arises reasonably !? Although the keywords are the same, audiences with different interests are converted in different ways. In most cases, there will be no 100% -200% difference, but 20-30% is easy! Let's go further. The same screenshot, but looking at the CPL (cost of conversion) for the "Luxury Buyers" interest, it is 42.6 euros. And CPL by interest "Lovers of saving on purchases" - 13.9 euros !! Let me remind you that the sphere is an expensive Swiss watch! And it would seem that everything should be the other way around - an audience with a richer interest should convert better in this area. Why is this happening? I will note two points - firstly, you need to build different hypotheses and double-check them, and it is quite likely that you will find a growth zone where you were not really expecting it. And secondly, it is possible that many competitors are in their search ads. campaigns also use interest targeting "Buyers of luxury goods" and the auction on it is corny overheated and the rates per click (CPC) are high and, accordingly, we have an expensive lead. Also, one should not discard the option that the search engine in the category "Lovers to save on purchases" records quite active shopaholics who are surfing the Internet in search of a low price, but at the same time they often buy and they can be our potential customers - Google's machine intelligence is smart, but will not look into the user's pocket, and it is quite possible that there are solvent people in this audience and ... can rename it to "Shopping Lovers"? :) What conclusions suggest themselves? Everything is trite. First, test absolutely everything, testing is the key to reducing the cost of conversion. Secondly, to make the most of the available functionality of advertising services. Thirdly, in order to achieve acceptable results in search advertising at the current level of competition, it is no longer enough to simply add and configure keywords, audience targeting has long been in the arena, and we need to clearly define the target audience and try to get there with our advertising message as accurately as possible. Test everything you can - strategies, approaches, phrases, targeting, creatives, landing pages, texts, headlines. Without testing, no advertising will reach its maximum! And what is the result of all this? I'm telling you. For half a year of data collection, analysis and making appropriate adjustments to advertising. By sorting out and testing different categories of target audience interests, we managed to reduce the cost of conversion by 20%, all other things being equal (we tried to take into account the influence of other factors as much as possible, to make appropriate adjustments "down the drain" in order to get the maximum clean and accurate results). In conclusion, I'd like to point out that leveraging audience interests is not the only way to influence the price of a lead. There are many more interesting opportunities in audience targeting, but that's a completely different story ..!)) Сonversions to Everyone! :)

The choice of an effective promotion channel is one of the main points of the company's marketing strategy. For one of our clients, we use a fairly popular combination i.e., advertising in Google Ads and Facebook. But the unique nature of this case is that our client’s product (CRM for travel agencies – “My Tourists”, B2B segment) is designed for a fairly narrow audience. Now both promotion channels are working successfully, but at the beginning everything was not so good. Facebook consistently lagged behind Google Ads. We were on the verge of abandoning this advertising channel. A PPC specialist who led this project tried with all his might to get Facebook out of this situation by testing creatives, optimizing campaigns, groups and placements. Our friendly team came to give a hand! We brainstormed and collected ideas. Given the business specificity, the strategy of narrowing the audience reached the final. This step was quite risky, since Facebook recommended not to narrow the target groups too much and let the system's algorithms find the audience themselves. Based on the additional statistics we requested from the client + ours we’ve studied those visitors who performed targeted actions on the site more deeply, i.e., converted and “painted” a more accurate portrait of the target user. Then, we created segmented advertising campaigns with narrowly tuned targeting, strictly (!) adhering to the user's portrait. We launched campaigns and as a result, within a month the number of conversions increased significantly and the cost of conversion reduced by ... 60%!     Conclusion: there are no “silver bults” in marketing and advertising, everything is decided by testing - we assume, try and evaluate the result. It's always good to take a critical look at your advertising strategy and try to find alternatives. In our case, the strategy did work out: ads on Facebook began to bring results on a par with other advertising channels and we did not have to abandon it. Hooray! B2B advertising on Facebook has a right to live. We wish you stable conversions at a favourable price! :)  

Determining suitable advertising sites for promotion is an important step in building an advertising strategy. There can be many options, depending on consumer segments, categories of goods or services, price and cost. In terms of digital channels, targeted advertising on Facebook/Instagram is very popular with marketers and business owners. Instagram is a great e-commerce marketplace, targeting Y and Z generations. Facebook has traditionally been considered a place to reach an audience of a wider social and age spectrum. The reasons of inefficient advertising on Facebook The most important thing to remember is that social networks were originally created for communication. Here advertising causes much more rejection than on other sites, because it encroaches on a person's privacy, albeit in the virtual world. Thousands of advertisers are entering an army of millions, believing that they will easily hit the jackpot, because here they are — the crowds of the desired target audience! But remember that you are not the only one who wants to “get” this audience. In reality, it often happens that the advertiser is left with a gutted wallet and disappointment. This may result from: poor understanding of how the audience is attracted to display ads; incorrectly chosen strategy (type of campaign); mismatch between the budget, the campaign goal and the audience; blind faith of Facebook, which says: “Just press” “Boost” and everything will work out!”  If you have already become disappointed in targeted advertising or are just thinking whether it is worth it or not, we assure you: It's worth trying! But your success will depend only on how professionally the ads in social networks are built.  Not to be unfounded, we will share with you a small case. Below we will tell you what we’ve got after launching targeted advertising on Facebook costing over UAH 20,000. Case: How did we start selling services for USD 800 on Fb/Insta and reduced the cost of conversion by 32% Input data: Client: surgical services (medicine). KPI: conversions (direct calls, ordering a call back, making an appointment). Goal: maximum conversions with a dedicated budget. Geo: Ukraine. Average cost of a promoted service: UAH 20,000. Background: Our agency has been conducting contextual advertising for this client on Google for more than a year (Search, Display Network and YouTube campaigns). The client did not agree to launch the target for a long time, because he believed that social networks would not be able to bring good results as compared to the contextual advertising. But they still decided to conduct testing. Results before test For the period from May to September 2019 Google ad campaigns had showed as follows: Average number of conversions per month  30 Conversion cost UAH 952 Conversion ratio 0.28%   In October, we decided to launch advertising on social networks in test mode. We chose Facebook/Instagram, without splitting the campaign into these 2 sites. In this case, it was important for us to set 2 parameters to the advertising system algorithm, namely: to “say” that we wanted to get conversions (no desired price limits were set). to select a targeted audience (since the budget was limited). The rest of the work i.e., finding an audience and purchasing ads impressions for it was entrusted to the Facebook algorithm. It is worth noting that a campaign aimed at getting conversions will only bring results if the goals on the site (conversions) are correctly configured, as well as if the Facebook pixel is set. Then, we prepared several ad options for each group and rolled out the training campaign. As a result of the first test period, we received: Total conversions – 6; Conversion cost – UAH 1,037; Conversion ratio - 0.4% In November, we carried out the first optimization of campaigns and continued to observe. By the end of November, we received: Total conversions 14 Conversion cost UAH 645 Conversion ratio 0,41% In addition, we received 8 assisted conversions. As a result, the Facebook campaign performed well, and the investment in targeted ads paid off. There is only one small thing left - to scale by adding a budget, analyse the results carefully and carry out optimization. ;) This is just one example of many successful cases. We assure you that targeted advertising can be effective!

The case will be short, but interesting and clear. You will see what A / B testing (split testing) is in contextual advertising with a simple, understandable example, and also what result this testing can give. Case "A/B tests in contextual advertising" We have a search advertising campaign in our account. As always, our main task is to attract a lot of conversions (sales) to the site and spend a minimum of money. There are a million ways, but in this case, we will test two different bidding strategies in Google Ads and see which one works best. The original ad campaign uses a manual bidding strategy with a CPC optimizer. Create a duplicate of the original advertising campaign and set up another strategy in it - the target cost per action. Don't be intimidated by the abstruse names of these strategies - just look at the table and the difference in numbers, and a description of the strategies can be found in the Google Ads Help. Both campaigns work in parallel - one user is shown ads from the original ad, the other - an experimental one. We are waiting for several weeks until a sufficient amount of statistics is accumulated for correct conclusions (remember the representativeness of the statistical sample). Here's what we get: Original advertising campaign versus Experimental advertising campaign: has a higher CTR (10.42% vs. 9.69%) - that's good! has less cost per click ($ 1.15 versus $ 1.62) - it's super! was shown more often in Search (% of impressions 73.22% versus 50.53%) - that's good too! But with all this, the Original advertising campaign compared to the Experimental advertising campaign: spent 1066 USD (experimental - $ 835) brought the client 29 conversions (experimental - 35 conversions) conversion price - 37 USD (experimental - $ 24) Therefore, we apply the tested strategy on an ongoing basis and are glad that now we will receive 21% more sales and 35% less money! Conclusions: 1. the tested strategy worked significantly better than the initial one; 2. never rely on indirect indicators alone! We focus on the main indicators - macro conversions (leads / calls / requests / sales); 3. we continue A / B tests, everywhere and always, at different levels of the structure of the advertising account! And the fourth conclusion, the most important: numbers should answer all questions, no intuition! All sales! :)

We were contacted by a client who was dissatisfied with the results of an advertising campaign from his contractor. We were given a clear task - in 30 days to increase the number of conversions by 30% for a given budget. This case shows what steps we took and what results were obtained in the output. Promotion channel: contextual advertising (Google AdWords) Services: medicine GEO: Ukraine (excluding the JFO zone and Crimea) Campaign duration: 30 days Target: to increase the number of conversions by 30% (as compared to the current contractor - an advertising agency) for a given budget. KPI (key performance indicators) of an advertising campaign: the number of call-tracking calls, the number of appointments to the doctor, the number of ordered call-backs. Result obtained: an increase in the number of conversions by 32% with a 5% decrease in the cost of conversion.     We’ve conducted an in-depth analysis of the previous advertising campaign over the past months, which was set up by Agency-1. In the course of this analysis, an advertising strategy was formed and areas of possible growth, due to which we could achieve the set task, were found. It should be noted that according to the Google Ads rules, personalized advertising in this area of medical services is prohibited, so we could not use such tools as remarketing, advertising in Gmail and some types of targeting. In this regard we used the following advertising campaigns on AdWords: Search campaign (Kyiv and separately Ukraine) DN (Display Network)   Result obtained: Costs, UAH Number of conversions Conversion cost, UAH  30 days (Agency-1) 36 676 28 1310  30 days (Web-Marketing) 45 993 37 1240   As a result of intensive optimization of the advertising campaign, we managed to increase the number of conversions from 28 to 37 and thus fulfil the task of increasing the number of requests from potential clients by 30%, as well as reducing the cost of one request (conversion) by 5%. For high-quality optimization of an advertising campaign, statistical data for 30 days is not enough. But “Conversions by day” and “Conversion cost” diagrams show that we’ve managed to achieve a steady increase in the number of conversions and reduce their cost. This confirms that we have chosen the right strategy. P.S. If you also want to increase the number of conversions (leads, requests, calls, sales) without increasing advertising costs, then file an application and we will soar to new heights of your business!