Profitable contextual advertising. A quick way to attract clients using Yandex.Direct

It happens that you read a book and think: “Where were you a few years ago?” For me, Vasily Smirnov’s book became exactly that. This book is useful for both Internet marketers and customers of contextual advertising services.

There are no stories in the book about what buttons need to be pressed in Yandex.Direct to launch an advertisement. And this is not necessary - enough detailed instructions Yandex itself has it, and the Internet is full of recommendations on technical settings for advertising. The main value of the book is in the algorithm of a holistic marketing approach to contextual advertising.

In my opinion, the chapter “Selection Matrix” deserves special attention from novice internet marketers. keywords" I quote from the book:

The selection of keywords begins in the following sequence:

• Use of masks. Look at your website or products and think, “How would we search for this product or service?” As soon as your strength runs out, ask your employees, relatives and friends the same question. Write down all options.
• Exact product name (" winter hats", "arbitration lawyer").
• Names of product groups (“men’s clothing”, “legal services”).
• Articles, brands, models (Apple iPhone 5).
• Manufacturer or brand (Adidas).
• Synonyms. For example: car = car = car. From the point of view of search engines, these are different queries. Especially requests like “loan”, “borrow”.
• Other parts of speech (“insurance” “insurance” - “insurance”).
• Similar words (“lending”).
• Abbreviations (VW).
• Mergers of words (“potrebkredit”).
• Clarifications with and without prepositions (“life insurance”, “mortgage for an apartment”, “car loan”).
• Tails (or Additives). For example: buy, sell, prices, wholesale, etc.
• Typos, spelling variations and transliteration. For example: hyundai, "Hyundai", "Hyundai".
• Slang and jargon. Professional (for example, “one and a half brick” instead of “one and a half brick”) and consumer (for example, “rule” instead of “right-hand drive car” or “washing machine” instead of “washing machine”).
• Negative words. These are the words in combination with which our ads will not be shown.

Here is an example of such a selection in a mind map for a Mitshubishi car dealer.

And further, the book contains many tips on selecting queries, writing ads, preparing landing pages and increasing the effectiveness of advertising in general. Of course, I would like to transfer all this information, but it is unlikely that Vasily and the Mann, Ivanov and Ferber publishing house will approve of this. 🙂

As I already wrote, the book is very useful not only for Internet marketing specialists, but also for customers of contextual advertising services. An entire section is devoted to how to interact with performers in order to benefit from advertising, and not just feed the owners of unscrupulous companies.

Vasily described in great detail the operating principle of most conveyor agencies, which do not solve the company’s business goals, but merely “spare the budget into context.”

Quoting verbatim from the book - the algorithm of work of such companies:

• the customer fills out a certain brief;
• the agency specialist hastily selects keywords (not particularly carefully, there is no time for this, it’s a rush!);
• based on the selected keywords, a media plan is quickly drawn up (at least 30% is added on top just in case; the percentage depends on the integrity of the agency);
• The agency account manager (if there is one) sends it to the customer standard contract and issues an invoice based on the media plan;
• if the amount suits the customer, the contract is signed;
• agency specialist quickly creates advertising campaign(there is no time to be diligent, the flow does not wait!);
• the customer’s advertising budget is “merged” with varying degrees of intensity and effectiveness;
• at the end of the agreed period, the customer receives a beautiful report and an increase (or not increase) in sales.

An important feature of the work of such companies is that in most cases they do not take money from the customer for running advertising campaigns, but live off the commission from Yandex. In the struggle for a client, quality suffers, and the work of such agencies comes down to recruiting a package of clients with whom they managed to build more or less mutually beneficial cooperation. Well, those who are not satisfied with this approach should continue to search the market for the performers of their dreams.

To us in Completo Often there were clients who left such unscrupulous performers. Although we do not engage in individual advertising activities, when a client comes to us comprehensive service, and we have not yet built a full-fledged email marketing system, we have to urgently increase the effectiveness of such advertising.

In the picture you see data on the contextual advertising company our client. With a budget of 600,000 rubles per month, the failure rate was 55% - that is, 330,000 rubles were burned immediately, and the rest of the budget worked controversially. This is not surprising.

In order not to waste budgets, we disabled contextual advertising and reconfigured it:

• We selected target queries based on the segmentation of the target audience and our client’s product matrix.
• We wrote ad texts for each cluster of requests and products.
• We modernized the sales pages for each ad group.
  Set up web analytics systems.
• Yes, for the client, these works cost approximately 60 specialist working hours, but the results were not long in coming.

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Bounce rate dropped to 11% , managed to reduce the cost of transition to the site in 3 times, which, with the old budget, allowed us to increase the amount of traffic to the site by 3 times. If the same amount of traffic were purchased at the old prices, then we would have to pay 6,500,000 rubles more per year.

"Profitable contextual advertising" will allow customers to identify unscrupulous performers and prevent their budgets from going down the drain.

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The other day a very interesting book came into my hands: Vasily Smirnov “Profitable Contextual Advertising”. I think every active online entrepreneur (and not only) is interested in this question.

Moreover, the subtitle of the book is: « Fast way attracting clients using Yandex.Direct". That is, the book is not comprehensively about contextual advertising; the author suggests delving deeper into the intricacies of advertising for the Yandex search engine.

At first I was scared by the relatively small length of the book - 170 pages. IN Lately, somehow the authors have stopped pleasing with volumes...

But this book is an exception, since Vasily decided to go the “brief, to the point, to the point and useful” route. Without water, ranting, a clear guide to action.

And the book captivated me. I can say with absolute certainty that I learned a lot about how to actually do effective and profitable contextual advertising.

I often hear from different people the phrase “Contextual advertising doesn’t work, it’s very expensive.” Vasily explains in detail why it doesn’t work for others and gives clear guidance on how to make it work for you, on the contrary.

The book was published by Mann, Ivanov and Ferber.

As the book cover says, Vasily Smirnov is a consultant on contextual advertising, landing pages, increasing conversions and profits on the Internet.

Collaborated with the companies CenterTelecom, Independent Media Sanoma Magazines, Imhonet, Kuponator, Fast Lane Ventures, etc.

After reading the book, I decided that Vasily is truly an expert in contextual advertising: he does not pour water from one source to another, but gives clear guidance, explaining his every thought and supporting it with a specific fact.

What's useful in the book?

In general, I emphasized many useful thoughts for myself, here are just a few of them:

• The effectiveness of contextual advertising is about specific sales, not traffic. Example - a 1% increase in conversion can increase sales by 30%.
• Yandex.Direct is not only an advertising channel. This is an excellent way to quickly and very cheaply test any of your proposals even before you formalize it and give full-scale advertising with a large budget
• Ads that contain a call to action are the most clickable.
• There is no need to rely on direct selling ads - we are testing two-step sales by offering information
• The worst idea in contextual advertising is to bring people to the main page
• According to reports from various organizations, the share of fraudulent clicks is 20%

• Scheme of correct selection of keywords (in the right sequence) for the subsequent campaign
• Matrix for selecting queries using the example of the Mitsubishi Dealer business
• 4 Essential Building Blocks of an Effective Ad
• 5 Forbidden Tricks for Writing Ads
• 29 Collocations and Phrases to Avoid in Ads
• 20 words that increase ad click-through rates
• 11 contextual advertising elements to test
• Step-by-step universal scheme for testing contextual ads
• Checklist for creating an advertising campaign in Yandex.Direct

And many many others!

Each theoretical block in the book is accompanied by a specific practical task - so “Profitable Contextual Advertising” is not only interesting to read, but you also want to immediately absorb and consolidate the knowledge gained.

I liked the idea of ​​the book that you shouldn’t trust specialized advertising agencies to conduct contextual advertising, since they work on a “flow” basis - each manager can have 30 clients to support, which means that your contextual advertising will not be handled as scrupulously as costs. Conclusion - the advertising budget is lost.

It is much better to learn all the intricacies yourself and conduct the campaign yourself. The book will help with this.

And now according to tradition...

10 quotes from Vasily Smirnov’s book “Profitable Contextual Advertising”:

1. “Advertising cannot increase sales. Advertising can only increase the number of requests"
2. “Contextual advertising is the fastest crash test real life. Either your ads are selling, or you are wasting your budget.”
3. “To test two versions of one ad, you need a maximum of two days, not two months - as if you were testing two versions of an ad in a monthly magazine.”
4. “You only have 5-10 seconds to stand out from the crowd of competitors’ ads.”
5. “The worst idea in contextual advertising is to bring people to the main page”
6. “Text for online commerce is a substitute for the seller”
7. “No matter how much you charge for your product, it will always be “expensive” for a person”
8. “If you sell vacuum cleaners in Novosibirsk, you don’t need to advertise them in Moscow”
9. “The key to successful advertising is to be in the right place at the right time.”
10. "CTR - atomic bomb contextual advertising"

Hello, friends! Everyone needs profitable Yandex Direct contextual advertising for beginners, otherwise why spend money on it.

Yandex Direct contextual advertising for beginners, learn to work in it

The more you work on the Internet, the more you realize that you can’t do without advertising, including contextual advertising. And depending on the correct use of an advertising tool, including profitable contextual advertising, the success of the Infobusiness depends on its work.

But not everything is so simple; there are a great many advertising channels on the Internet. And sometimes using only advertising channels, it is clear that there is no result, only wasted money. You start looking for and using other advertising channels until you find a working option.

A few months ago, I started using teaser advertising to promote affiliate links for Infobusiness. At first I was pleased with the results; there were many clicks through affiliate links, and for ridiculous money. Several weeks passed and the results were no longer encouraging. There were over 5,000 clicks and not a single sale.

Of course, it's not about the service. As I later learned, teaser networks are well suited for advertising of an entertainment nature, but they are not suitable for the Info-business topic.

One of the most effective advertising tools on the Russian Internet is Yandex Direct contextual advertising, it is the most profitable. By the way, you can download free book « Step by step plan launching profitable contextual advertising on Yandex Direct" or undergo practical training on Yandex Direct for participants affiliate programs and online stores.

The blog pages contain several articles devoted to contextual advertising, which is often profitable in the Info business. Among them is Yandex Direct contextual advertising for beginners. If you want to see previous articles on this topic, you need to go to the article page “”. At the end of the article there are links to all articles on advertising topics. Searching for articles individually without knowing their titles will not be very convenient.

In this article, I wanted to present to readers the work of one of the famous and authoritative experts in the field of Yandex Direct contextual advertising, Ilya Tsymbalist. Many people on the Internet know Ilya, those who don’t know him can look up the information here.

In this article I would like to present a free video course on profitable contextual advertising in Yandex Direct from Ilya Tsymbalist “Course on Contextual Advertising”.

Even though the course is free, it is very good quality, presented in simple and understandable language.

It is simply impossible to start working in contextual advertising from Yandex Direct without training, otherwise money will be wasted. You can't just come here and give advertisement. Therefore, to start working with this effective advertising channel, knowledge is required, and then profitable contextual advertising will be effective.

I will not list the issues covered in the training. There was a lot of information about working with contextual advertising in Yandex Direct in previous articles. I can only say that in a three-hour course you will be taught terminology and the correct selection of keywords. You will create your first advertisement. You will be taught how to spend your advertising budget correctly and effectively, as well as analyze the completed advertising campaign. All steps will be taken together with the author.

Vasily Smirnov

© Smirnov V.V., 2013 © Design. Mann, Ivanov and Ferber LLC, 2013

All rights reserved. No part of the electronic version of this book may be reproduced in any form or by any means, including posting on the Internet or corporate networks, for private or public use without the written permission of the copyright owner.

Legal support for the publishing house is provided by law firm"Vegas-Lex"

© Electronic version books prepared by liters company ()

This book is well complemented by:

Damir Khalilov

Email marketing

Dmitry Kot

Platform: how to become noticeable on the Internet

Michael Hyatt

The whole secret of business is to know something that no one else knows.

Aristotle Onassis

Part I. A little theory for efficient work with contextual advertising

IN modern internet Contextual advertising is the fastest way to bring users to your website. In addition, it has one undeniable advantage over other online advertising tools: it allows you to calculate the cost of each person who comes to you and any other costs in connection with the profit of your business.

Some entrepreneurs find it difficult to believe this, but the fact remains: in 2012, Yandex.Direct was ahead of the largest federal television channels in terms of audience coverage (Channel One, Russia 1, NTV, STS).

What does this mean for business? This means that for “funny” money (Yandex.Direct has a minimum cost of one click of 30 kopecks) you can convey your advertising message to the same number of people as if you advertised on television.

In addition, at the time of writing the book (February-March 2013), Yandex.Direct occupied about 60% of the entire contextual advertising market in Russia (the share of its closest competitor is Google Adwords- about 25%).

Perhaps over the next few years we will see a revolution in advertising and a change in the attitude of small and medium-sized businesses towards it. And for some businesses, Yandex.Direct is the main or even the only channel for attracting customers.

Yandex.Direct operates with advertisements. Display zones are divided into “Search” and “ Advertising network Yandex" (YAN). In search, ads are shown only in response to a user request. In YAN, the impression is determined by the topic of the site and the user’s search history.

Ads are displayed based on a price auction. Those who offer a higher conversion rate show their ads in higher positions. Higher positions allow you to get large quantity transitions.

To eliminate price wars (more precisely, to reduce their intensity), determining the position for displaying an ad is also influenced by the quality of the ad and its click-through rate (CTR).

Position, CTR and bid mutually influence each other. All other things being equal, a high CTR allows you to lower your bid. The bid allows you to achieve a higher position for your ad to be displayed. A higher position allows you to quickly achieve a higher CTR.

In fact, all work on an advertising campaign comes down to the competent selection of keywords (user queries), drawing up attractive ads and working on the CTR of both each ad and the entire advertising campaign as a whole.

Terminology used

Virtual business card – page with contact information advertiser, which is shown to users when they click on the “Address and telephone” link and/or ad title.

An advertising campaign is an advertising event designed for a certain period, geography of impressions and budget within which ads are displayed. The term can mean both the actual advertising of a particular product or service, and the ad management unit in the Yandex.Direct interface. The limit of one advertising campaign for Direct is 1000 requests.

Click-through rate (CTR) is the ratio of the number of clicks on an ad to the number of impressions, measured as a percentage. We can say that this is the efficiency (coefficient of performance) of the ad, which determines the effectiveness of its operation. The higher the CTR, the more relevant the ad is to the request and the lower your entry price for guaranteed impressions or special placement.

Keyword (“query”, “keyword”) is a word that carries a significant semantic load. It serves as a key when searching for information on the Internet or on a website page. An advertisement is shown to a visitor if a given keyword appears in his search query or on a website page.

Negative words are words for which an ad will not be shown for queries.

Link (URL) – the address of a website or page on the Internet. For example, a link included in an ad that leads to the advertiser's website or to a page containing contact information provided by the advertiser.

Targeting is a mechanism that allows you to select from the entire existing audience only that part that meets the specified criteria and show advertising specifically to them. Targeting by time of day and days of the week - time targeting, by geography of impressions - geographic, or geotargeting.

Cost per click (“cost per click”, “rate”) is the amount debited from the advertiser’s account for a click on his ad.

Let me make a reservation right away: I do not believe that all 100% of advertising agencies on the market are unprofessional. Not at all. However, let's look at why using an agency may not be the best solution.

From January to June 2012, the volume of the online advertising market amounted to 24 billion rubles. according to AKAR.

According to RBC, Yandex's consolidated revenue for the reporting period reached 12.67 billion rubles.

As reported at a press conference in Moscow financial director company Alexander Shulgin, the basis of Yandex's business is contextual advertising, which brought in 89% of all revenue.

Revenue minus remuneration to partners amounted to 10.54 billion rubles.

Simple arithmetic shows that the partners received 2.13 billion rubles. (about 17%). The vast majority of partners are advertising agencies.

Ideally, it attracts a customer who needs to organize effective advertising on the Internet. Together with the customer, he draws up a media plan and selects tools that will be effective for promoting his business. Calculates the advertising budget and coordinates it with the customer. Helps the customer determine it target audience. Creates and conducts advertising campaigns, periodically reporting on results and making necessary adjustments. Helps the customer create offers and come up with promotions. Consults, trains, gives recommendations to the customer. But this is all ideal.

How does this happen in most cases (using the example of contextual advertising)?

The customer gets into the flow. After all, the streaming method is the most profitable. What is a flow? This is when some average customer is taken as a basis and an average set of actions is carried out for him. The result in most cases is also… average.

It looks like this:

– the customer fills out a certain brief;

– an agency specialist hastily selects keywords (not particularly carefully, there is no time for this, it’s a rush!);

– based on the selected keywords, a media plan is quickly drawn up (at least 30% is added to it from above, just in case; the percentage depends on the integrity of the agency);

– the agency’s account manager (if there is one) sends the customer a standard contract and issues an invoice based on the media plan;

– if the amount suits the customer, the contract is signed;

– at the end of the agreed period, the customer receives a beautiful report and an increase (or non-increase) in sales.

As a contextual advertising consultant, clients periodically come to me after serving in advertising agencies - both small ones, up to 10 people, and large ones, represented by well-known market players. Requests from clients are standard: “Help us improve advertising, for some reason it’s not working, and the agency is no longer interested in us.”

What do you think is the main complaint of clients who have left agencies?

That's right - dissatisfaction with cooperation.

And one can understand this dissatisfaction. The point is this.

The agency (contextual advertising) has a certain number of staff. These can be contextual advertising specialists, account managers, sales managers, as well as accountants, system administrators, programmers, designers, layout designers, secretaries and even cleaners and security guards.

They all need to be paid.

Firstly, this is the agent return from Yandex (in the case of Yandex advertising services), which depends mostly on the number of clients and the size of the budget of each client (the more clients and budgets, the more the agency will earn).

Secondly, this is income from the provision of various related services (web analytics, audit of advertising campaigns, etc.).

Let's assume that Romashka LLC has an online store that is in dire need of an influx of customers. Advertising budget – 100 thousand rubles. (for many small online stores this is a lot).

If our “flower” LLC agreed only to Yandex.Direct, then the agency with a budget of 100 thousand rubles. will receive a refund of about 13 thousand rubles. (before taxes).

Think about how many clients (and which ones) does an advertising agency need to feed a small army of its employees, while leaving the owner the opportunity to purchase at least a BMW third series?

It is quite logical to assume that you need as many clients as possible. But how many clients can a contextual advertising specialist from this agency attract?

The Yandex client department has a standard of 30 clients per department specialist.

There are about 22 working days in a month. How much time do you think a contextual advertising specialist is willing to devote to advertising campaigns for one client? How to do this effectively? And if “your” specialist gets sick or goes on vacation, will his partner (who also has 30 clients) effectively conduct your advertising campaign without harming his clients? The questions are deliberately left open.

The agency needs a flow of clients with money. And as long as customers are satisfied with quick average results, everything is fine. But if a customer has a problem, it is often easier for an agency to find a new, less picky client than to “tinker with a problem one.”

Yes, there are exceptions. Yes, the more money you bring to the agency, the more willingly they will deal with you and solve your problems. But you must admit, this is not for the masses. Not all business leaders are ready to shell out at least 100 thousand rubles. per month for contextual advertising.

From this situation the following conclusions can be drawn:

– If you have a small (by agency standards) advertising budget, no one is interested in you and you can only rely on your own strengths.

– If you start loading agency employees with requests and constantly tugging at them, you become a “problem client” (and if you also have a small budget, then it’s generally easier to “fire” you as a client).

– If you, having received a beautiful report and not seeing the promised increase in sales, begin to find out something from the agency, you again fall into the category of “problem clients”. And for most agencies, it’s again easier to find a replacement for you than to waste time on you (at the expense of the time devoted to “normal clients”).

It should also be noted that no agency guarantees sales for you. They can promise them to you.

But you will get traffic, clicks, transitions to the site, “hot audience”, “interested visitors”. This is exactly what is stated in any agreement between you and the advertising agency. And your business needs sales! Oddly enough, there are several examples on the market that advertising agencies (or their representatives) do not like the current situation. For example, in 2012, a couple of “confessions” were made that caused a stir:

And even a statement from one web studio (which also deals with online advertising):

“We came to the conclusion a long time ago that it is impossible to produce a high-quality product on stream. We work in the field of Internet marketing, and for most companies in this market it all comes down to regular optimization and buying links.

For the past 3-4 years, everyone has been persistently talking about the need to change, to take an individual approach to the client (even the heads of link exchanges), but after the conferences, 99% of Internet agencies continue to force the technologies of issuing manipulation. But only.

After all, in order to change the approach, you must first change yourself: your employees, technology. Think through everything again and implement an integrated approach.

For large companies, this is a huge loss and, most likely, a complete renewal of the team. Without guarantees of achieving at least a return on investment or previous profits...”

Understanding all these subtleties is [un]pleasantly sobering, isn’t it? And this is good. Because it's time to move on to the next chapter and find out what no advertising agency in its right mind would tell you.

But first I want you to understand one thing. I wrote all this about advertising agencies just so that you can clearly understand how this business works from the inside. After all, this will significantly simplify your search for agencies and further interaction with them.

But you will have to look for an agency or specialist. Simply because a leader should be concerned with strategy, not tactics. Work on the business, not in the business.

If the director of a bus fleet personally drives each bus, the fleet will soon cease to exist. There will only be one single bus left for the sleep-deprived and irritated director.

Therefore, everything that can be delegated must be delegated. In the case of contextual advertising, you can now do this as competently as possible.

Chapter 3. What no one will tell you online advertising agency sane

Just as an experienced salesperson sells you not a product, but the sensations, emotions and results of the product (which will appear if you buy it), an advertising agency under the guise of “increasing sales and increasing profits” sells you clicks, conversions, traffic and “hot audience " But you need a specific profit, right?

Let's look in terms of numbers at what profit is. There is a basic formula for profit. There are several variations of this formula, but Dan Kennedy's is the most interesting. Its formula looks like this:

Profit = M x sales volume,

in this case M is the margin,

and sales volume = number of customers x average income from the client.

In its turn,

number of clients = L x Cv,

where L is leads, that is, the number of potential (those who learned about you, visited the website or store, called) customers;

Cv – conversion rate (how many of those who learned about you potential clients turns into real ones, measured as the ratio of those who bought to those who visited).

Average revenue per client = $ x #,

where $ - average check amount(how much does one successful client bring you on average);

# – number of transactions(customer purchases for the period, in fact these are repeat purchases).

In total we get:

Sales volume = L x Cv x $ x #,

and in its full form the profit formula looks like this:

Profit = M x sales volume = M x leads x Cv x $ x #

Why do we need all these mathematical somersaults? So we come to one very simple conclusion, which business representatives lose sight of, and advertising agency employees do their best to keep silent: contextual advertising (and any other advertising, and not only on the Internet) is just a tool for influencing a single coefficient of the formula - on leads.

Agree that this brings us down a little from the heights of fantasies about fabulous profits that can be earned with the help of effective advertising (“we’ll find it now cool agency or a specialist, they will do great advertising for us, and money will flow to us like a river!”).

And if at all subsequent stages there is a mess (managers don’t answer the phone, couriers are late, there is no product in the warehouse, sellers are rude, the service is disgusting, after the sale the client becomes uninteresting, etc.) - your entire advertising budget will go to waste.

Cynical contextualizers (people involved in contextual advertising) even have a special term - “drain the budget.” And they “leak” (the more they “leak”, the more Yandex will return to them in the form of an agent return)!

But at the same time, for example, if you are working to increase conversion on a website (Cv coefficient in the profit formula), then by increasing conversion by 1%, say from 3 to 4%, you will increase total sales by more than 30%.

This is exactly the case that Jay Abraham calls leverage (a tool for growing a business exponentially). This is simple mathematics and statistics - and perhaps the biggest illusion of business. After all, according to basic formula profits, you can increase the profitability of your business in less costly ways (and often without a budget at all or with minimal costs).

Chapter 6. Three main mistakes in contextual advertising

It would seem, what is there to think? Your product.

– The first thing that comes to mind is a specific product. For example, iPhone 5.

– The second is a group of goods classified according to some criteria. For example, “Apple equipment”.

– The third thing is the store itself. For example: "Store Apple technology No. 1" or "We have a wide range and low prices."

– Fourth – specific shares. For example: “Only from us, when you buy an iPhone 5 today, you get a case + free shipping as a gift.”

– Fifth (and most interesting) – content (as an element of two-step sales). For example: an article “How to choose the right iPhone”, an e-mail newsletter: “iPhone without secrets”, a blog of fans of a certain model or the same group on social networks, etc.

At the same time, store and product group advertising has the lowest sales effectiveness. Advertising promotions with specific products is most effective.

For example, if you search for “iPhone 5” you see two ads at night:

The best mobile phone store. All models in stock, wide range, low prices!

Apple iPhone 5. iPhone 5 is cheaper at night! Free morning delivery + gift.

Which ad will you click on?

At the same time, we are not talking about the fact that only a few people in RuNet know how to work with two-step sales. And therefore, content advertising can be surprisingly effective. Of course, if you organize such work correctly (but this is a separate long conversation that can form the basis of another book).

We are also not saying that your move will not be entirely clear to your competitors. They will simply think you are crazy, burning through your budget on some free nonsense. By the way, this is one of the methods of getting out of competition. You simply won’t be considered a competitor. (Meanwhile, at subsequent stages you will be able to sell the same thing as your competitors, but at a higher price. What’s most interesting is that they will buy from you, not from your competitors.)

Mistake No. 3. “Failure to comply with the ODC principle”

There is one interesting principle. He describes the universal formula for any truly effective advertising message according to all the canons of direct marketing (direct response marketing). This is the principle Offer – Deadline – Call-to-action, ODC.

The vast majority of promotions in foreign online stores are based on this model (and there, for a number of reasons, promotions are held constantly, one after another).

What is this principle?

Offer– this is your “delicious” offer. And these are far from banal discounts, which are working worse and worse. The offer can be tangible (flash drive as a gift) or intangible ( free shipping) incentive to purchase. Or in the form of providing a discount after fulfilling the conditions (“buy three, get the fourth as a gift”). In fact, this is the reason to buy from you.

Deadline- this is a limiter. It has long been noted that without a limiter, advertising is not as effective. You can limit it by time (“until tomorrow morning”), by quantity (“only the first five orders”) or in a combined way (“the first five orders until tomorrow morning”). This is a good reason to buy from you now.

Call-to-Action– literally this is a call to action: “buy!”, “come in!”. All this, oddly enough, works and significantly increases the response to advertising.

Ryan Haley, a copywriter who specializes in increasing the effectiveness of PPC ads, conducted a two-year study and found that the most click-through ads are those that contain a call to action. The Yandex analytical group came to the same conclusions.

See, for example, Igor Mann’s book “Marketing without a budget,” published by Mann, Ivanov and Ferber in 2012. 50 working tools" and Alexander Levitas "More money from your business. Guerrilla marketing in action."

The literal translation from the English combination “.com” is “dot com”.

End of free trial.