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Если в контексте очень дорого, то стоит посмотреть в сторону Авито. Часто цена заявки оказывается очень привлекательной.
С клиентом www.westcold.ru мы работаем давно. Прошли и огонь, и воду, и скликивание (почитать об этом можно в нашем блоге). Но ситуация, которая сложилась в последнее время во всем мире, заставила нас искать новые каналы привлечения клиентов.
В итоге нам удалось запустить поток обращений, со стоимостью одной заявки более чем в 5 раз ниже, чем заявка из контекста. Да, качество трафика немного хуже – это обусловлено особенностью площадки, но итоговый результат все равно оказался очень высоким. Особенно в такой сложной тематике, как секционные ворота.
Задачи
Звонки и заявки
Главная задача – получить первый контакт от заинтересованного пользователя, а дальше уже отдел продаж сможет ему предложить подходящий вариант ворот, роллет или рольставней.
Цена одного обращения должна быть ниже 2000 руб. Это пограничное значение, которое устраивает клиента, и в условиях несезона (запускали рекламу в конце осени) соответствует цене заявки из поиска Яндекс.
Начало работ
Анализ конкурентов и Анализ ЦА
Поскольку с клиентом работаем уже давно, прекрасно знаем и ЦА и основных конкурентов в поисковых системах. Но в авито по схожей с нами схеме работали совсем другие компании, и нам пришлось изучать и их стратегию тоже.
Сбор запросов
С этим пунктом также проблем не оказалось – у нас уже была семантика, по которой работаем. Нам осталось только выделить основные и второстепенные ключи, которые будут использоваться при создании объявлений.
Настройка кабинета и подготовка объявлений
Для нас было важно максимально выделиться среди конкурентов. Для этого у авито был куплен максимальный тариф, который позволяет оформить страницу магазина и выделить объявления своим логотипом.
Поскольку выдача авито основывается на ключевых словах и времени размещения, то при размещении товаров нужно
- Использовать ключи в заголовке и тексте
- Размещать объявления в течение дня
Чтобы размещать несколько объявлений, необходимо покупать пакеты размещений. У авито есть система скидок, при которой чем больше объявлений ты покупаешь, тем дешевле 1 объявление. Мы выбрали оптимальный вариант с 1000 объявлений, для нашего региона стоимость за все составила.
Если ты будешь размещать одно и то же объявление несколько раз, модерация его отклонит, поэтому приходится уникализировать объявления и делать их разными. В данной тематике это сделать несложно, поскольку каждое объявление у нас – это отдельный объект, и отдельный товар. Важно в этом случае подготовить уникальные изображения (в этом нам помогли фотграфии с объектов) и уникальные описания – для этого мы использовали специальную программу, которая позволяет задавать шаблоны для уникализации текстов. Также эта программа помогает автоматизировать процесс размещения и имеет массу других полезных функций.
Вот пример того, как выглядят объявления на Авито.
Что в итоге?
На данный момент прошло полгода с начала эксперимента в Авито, и клиент остался доволен полученным результатом.
Всего за этот период потрачено 200 040 руб на Авито
Получено 18 262 просмотра и 644 контакта, в итоге стоимость одного контакта 310 рублей.
И это с учетом того, что несезон и попали на НГ праздники.
Выводы
Да, заявки из Авито имеют свои особенности – пользователи оттуда стараются найти подешевле, часто торгуются. Но в итоге всё равно получилось в разы эффективнее Яндекс Директ. С учетом бешеной конкуренции в контексте и небольшого трафика – Авито отличный инструмент, который позволяет получить недорогие заявки.
Отправьте заявку на аудит ваших рекламных кампаний и узнайте какой измеримый результат возможно получить
