Correcting errors on the website

1. Brand awareness. Here, the main tool chosen was media programmatic advertising, which is used by the client on a regular basis with an increase in anticipation of high seasons. Also, on the threshold of high seasons, 2 times a year, brand awareness was supported by flights of native advertising placements in the largest Telegram channels. 
2. Getting coverage and generating interest. Here we Correcting errors on the website use targeted advertising tools in social networks VKontakte, Telegram and Yandex.Promo pages.
3. Sales growth. Here, the generally recognized conversion channels are used – Yandex.Direct and Google Ads. 

Now, let’s look at each stage of the work in more detail…

Stage 1. Getting Started. Getting Acquainted Correcting errors on the website

In order to begin unhindered movement towards the goals of the comprehensive promotion strategy, at the start of

work stage we had to solve 3 tactical tasks:

1. Correcting errors on the website. During the initial audit of advertising tools, before the start of cooperation,
3. serious problems were identified on the client’s website, which without appropriate corrections and
4. improvements could seriously hinder the achievement of the set goals. Therefore, at the stage of starting work,
6. in addition to starting to prepare advertising campaigns for launch, we conducted a full SEO audit of the website
8. and formed recommendations for correcting errors  Correcting errors on the website and improvements, which were divided into urgent and non-
9. urgent. To correct urgent errors, we communicated with the client’s website developer, non-urgent tasks and
10. usability improvements were carried out by the client independently over the next 12 months.
12. Correct analytics setup. Before launching advertising campaigns, we checked and correctly set up all the
13. necessary goals in Yandex.Metrica, including collecting a composite goal for the booking funnel on the site for which the Travelline module is used. End-to-end analytics based on Calltouch was connected to track the
14. effectiveness of advertising channels.
15. Formation of transparent reporting forms and KPIs, approval of goals with the client. Before launching advertising campaigns, we created convenient reporting forms that took into account the client’s goals and were filled out for each channel on a daily basis, with detailed cuts on a weekly and monthly basis.

The CAC (booking cost) indicator was chosen as the key KPI Correcting errors on the website

that would demonstrate the agency’s efficiency, while fiji business email list other marketing indicators (CPA, CR, DRR, ROMI, average check, etc.) became auxiliary and were assessed in reports, but were not decisive. Over time, this approach has proven its correctness, since we have complete freedom in the cost per thousand impressions, cost per click, cost and share of target requests, but we must provide the client with the required number of bookings (read “sales”) and, as a result, the optimal cost of booking, which should constantly decrease in the L4L (like-for-like) context, demonstrating the growth of the efficiency of marketing costs.

After solving these tactical tasks, we moved on to implementing our strategy, which has been working effectively for 2 years, without changing its structure or goals, only expanding the number of advertising channels and changing advertising creatives.

Stage 2. First results – solving short-term business problems Correcting errors on the website

Let us recall that the cooperation objective was divided into short-term – fast filling of the sanatorium in the next 2-3

months, and long-term – systematically measuring understand the new reality of your company and improving the return on marketing costs, since at the start of

the work the cost of booking (CAC – customer acquisition cost) was more than 5 times higher than necessary. The

client received the first results already in the 3rd month of cooperation, on the May holidays of 2022 the occupancy

rate of the facility reached 100%. We received the first credit of trust from the client, our forecasts at the beginning of

the project corresponded to the results.

Then began systematic, long-term and step-by-step work aimed at maintaining the result and improving the advertising ROI indicators.

There was a constant optimization of advertising campaigns, we were moving towards a reduction in CAC (cost of booking) from month to month.

Stage 3. Building brand awareness – approach and results

The main tool for building brand awareness was programmatic media advertising, which is used by the client on a regular basis. Why was programmatic advertising chosen? The main task of this tool is to build brand awareness (work at the top level of the funnel). It is aimed at the uae phone number maximum number of contacts with target users in order to reinforce the key message and brand advantages. By ensuring a high level of brand awareness among the target audience, we achieve sustainable growth in brand sales in the long term. We can use almost any targeting, even very narrow ones, which was especially important, since the client works in the premium segment and its offer suits a fairly narrow circle of clients.

The effectiveness of programmatic advertising is assessed monthly through:

• Qualitative Results: BrandLift Research (Impact on Awareness in %)
• Quantitative results: number of targeted requests and bookings, CPA and CAC.

Programmatic advertising results for 2023 compared to 2022:

• Brand awareness +10.7%

Based on the results of December 2023, our client’s brand for the first time surpassed its main competitor in terms of recognition, which is the strongest player in this segment and has been operating for more than 9 years.