Correct planning of a marketing campaign is the key to its success. Development of a strategy, determination of the necessary tools, metrics, KPI (Key Performance Indicator) and clear planning of all marketing activities and promotional activities aimed at strictly defined target audience and campaign goals. These are the first steps that we propose to take for you, towards successfully attracting customers, increasing sales and strengthening the image of a company or product.

Nowadays, there are, are actively developing and constantly emerging new, highly effective tools and technologies for digital marketing, attracting, maintaining and retaining customers, generating sales. At the same time, the search engines giants and their countless sub-dealers persistently offer standard services, which, de facto, are just different types of contextual advertising, packed in various wrappers , and with non-obvious pricing. Although this does not mean that contextual advertising is always bad and unprofitable. As one of the marketing tools, especially in the early stages of development, and in conjunction with other tools and methodologies (supporting each other), it can also be an effective opportunity that cannot be ignored. But only within the framework of a coherent marketing plan, backed up by metrics, KPIs and logical conclusions.

In any case, it always makes sense from the very beginning, to prepare a web resource for regular search results (SEO - Search Engine Optimization). Generally, the display of a resource in the first 10-20 results, even for low-active requests, takes at least six months, but the cost of writing thematic articles and their correct placement, firstly, is several times cheaper than contextual advertising, and secondly, it has a long rather than a one-time effect.

Contextual advertising, like SEO, is just a mechanism for attracting users to your website. In order for the user's visit not to be in vain (especially if you pay a lot of money for each such transition), you must carefully consider all the information provided, especially that the user sees immediately after the transition (generally, this is the first page or a separate landing page). Also, it is important to consider the provided contacts and communication tools: driving directions, application forms and online consultants, ordering a callback.

But, the main thing that we want to emphasize again is the need for initial planning of all components of the marketing campaign, starting with the definition of goals and target audience, the necessary metrics and KPIs, by which it will be possible to evaluate the results of work and determine the necessary adjustments, and ending with a list of all resources involved, keywords, tools used, activities and communication channels, ways to achieve their mutual support and coordinated work.

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