The company "Sanepidemiological Station of Moscow", specializing in disinsection, disinfection and deratization, contacted us to develop an advertising campaign. Objective: to attract new clients and reduce the cost of a lead from 35$ to 5$ - 7$.
1. Market and competitor analysis
Based on the market analysis, the main competitors, their strengths and weaknesses were identified. A portrait of the target audience was also defined: these are owners of houses, apartments, commercial properties, as well as management companies and organizations that care about the health of their employees and the well-being of their clients.
2. Development of a promotion strategy
To achieve the goal of the advertising campaign, it was decided to use various promotion channels:
– Creation and promotion of a company website with a selling design, detailed descriptions of services, prices, customer reviews and contact information.
– Placing contextual advertising in Yandex Direct with targeting to the target audience.
– Posting ads on thematic platforms and forums related to disinfestation, deratization and disinfection services.
– Organization of promotions and special offers for new clients, for example, discounts on services for the first time or free consultations.
– We collected and agreed upon the semantics of more than 2,000 keywords, using only exact keyword matches. We divided the keys into groups by meaning depending on the type of insect.
3. Creation of advertising materials
Advertising banners for contextual advertising were developed, articles were prepared for publication on thematic sites, advertising texts for announcements were created.
4. Campaign implementation
After the advertising materials were prepared, the advertising campaign was launched. The promotion of the site and the publication of ads were monitored by a specialist in contextual advertising and SMM.
5. Evaluation of results
As a result of the advertising campaign, after just one week we reached the price desired by the client of 6$ per lead, and the number of requests to the company increased by 70%.
The number of requests for 3 months of work was 926
6. Key findings:
– Effective use of various promotion channels allows you to reach a wide audience and attract more new customers.
– Promotions and special offers make services more attractive to potential clients and encourage them to contact the company.
– Regular updating of advertising materials and analysis of results allow you to adjust your promotion strategy and improve results. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
