84 sprendimai 2013/07 presentation
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Our new presentation, prepated for TEMPUS projectTRANSCRIPT
Digital Marketing Agency
84 Sprendimai
Michail Potapov, and I am:
Master of Business Management and Administration, VGTU
Google Adwords Individually Certified Professional
Accredited Microsoft Advertising Professional
Certified Member of Google Engage for Agencies program
Member of Lithuanian Marketing Organization (LiMA)
Founder and director of “84 Sprendimai” digital agency
Hello, my name is…
2007-2012: operated as individual business No initial investments needed
Easy taxation and accounting (~24%)
2012: Small Partnership “84 Sprendimai” founded New form of business, created for startups and family businesses
Easy to start via internet (3 days and 150 Eur)
Limited Liability company
“Versli Lietuva” vouchers: free consulting services (50h)
15% tax
Story of “84 Sprendimai”
We started with:
Website development
SEO
Copywriting
IT Support and website maintenance
Now we do:
Digital marketing mix optimization for sales using Google Adwords
Evolution of 84:
Increase sales
Increase digital marketing efficiency
Get known
Needs of our customers
Typical scenario
Customer is searching for
product/service with Google
Google displays search-related
Ad
Customer visits advertisers
website
Advertiser receives
call/order
Google Search result page
2-8 weeks to reach 1st page
Even then Ad Position not managed
Placement not guaranteed
Lower CTR
Complicated snippet copywriting
Lottery, but cheaper in long-term
Google Organic (SEO)
Ad displayed in 2-3 hours
Higher CTR
Managed positions for effective keywords
A/B experiments
Ideal for new markets
Ideal for market potential estimation
Ideal for idea testing
Easy ROI calculation
Remarketing
Google Adwords (SEM)
SEM vs SEO
Google Adwords: Easy to start: Campaign runs in 2-3 hours
Easy to test: A/B testing
Easy to measure: integrated Analytics
Easy to pay: budgets from 0,02 Eur/click, possible models are: CPM, CPC, CPA
TV, Ratio, Newspaper, Magazines, Outdoor, Print: Production time: from 1-2 days (print media) to 2-3 months (TV)
Entry barrier: budgets from $$(print) and $$$ (radio) to $$$$$ (TV)
No A/B testing
CPM models only
Adwords vs. other Ad Media
We connect customers and SMB companies using Google Adwords.
Optimizing Websites for conversions
Managing SEM campaigns
Providing digital marketing analytics and consulting services
What we do?
Customer created website using Wordpress and custom template for 200 Eur
Identified problem: bounce rate >50%, no calls/requests
We optimized website: changed design and structure, optimized texts, added attractive product pictures
Results: bounce rate decreased to 0,26%, 3-5 new orders/week (same budget)
Case A: Wedding dress store
Case A: Google Analytics report
Customer used broad-match keywords in ad campaign, receiving too low-quality clicks.
We filtered keywords and optimized landing pages and ad texts for conversions.
Results: conversion rate increased +5% (sales), +2% visits, +10% ad views, -5% ad spending
Case B: Travel Agency
Case B: Google Analytics report
30% Leads are customers
Average order 150 Eur
80 Eur Ad Spending generated 4 sales, generated 600 Eur sales, ~20 Eur/sale
Case C: Niche market ROI
2007-2012 Business Website development and support: strong digital marketing background and experience
2008-2013 Administration of Google Adwords accounts: increased service quality
Portfolio Evolution
>5 new projects in foreign markets (Russia, Ukraine, Belarus, Latvia, Estonia) in 2013
>30 new active Adwords accounts in 6 months
Google Certified Partner status in August 2013*
Achievements: 4x lower CPA price in 3 months (Action: place order)
1st Ad position for 6 months and 10% lower CPC
Payback record: new deal revenue covered monthly ad budget in 2 days(service industry)
Short facts
>54% of Lithuanians are active internet users (2013)
>91% of Internet users in Lithuania are using Google Search
>25% of customers are “googling” products they want to buy
>1 000 000 search queries daily received by Google from Lithuania
>50% of businesses did not tried Adwords yet
Why Adwords?
Usually has no marketing department, not qualified to use all potential of Adwords, not familiar with digital advertising, has no time to learn
Limited marketing budgets: TV, Radio, Print ad is too expensive.
“Ready to try” internet advertising with small initial budget,
Business owners are decision-makers
Why SMB customers?
Constant changes
Increased Competition
Quality matters
ROI factor
Why SMB outsources Adwords?
Outsource Adwords administration and increase ROI
Evaluate digital marketing performance
Estimate potential of new markets
Check business ideas
Get knowledge about digital marketing
Also we are interested in partnership!
We ready to help
MB “84 Sprendimai”
S. Zukausko str. 16, Vilnius
Mobile: +370 631 11841
Fax: +370 656 02707
www.84.lt
Contact us: