Ostashevskiy EN presentation
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Creating advertising networks encyclopedia UA/RU
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Creating advertising networks encyclopedia UA/RU
Price.ua Media 12/2010
• Income 152 443 UAH per month• Profit 61 357 UAH• ROI +67%
Context and media campaigns management UK/US/CA/AU in Cupid PLC
• Budget ~275 000 UAH per months
Creating advertising networks encyclopedia UK/US/AU/CA
New approach in PPC advertising in Vkontakte
• 3 times income increase for 3 months• 15% ROI increase
Ноябрь 2011 Декабрь 2011 Январь 2012 Февраль 20120 UAH
5,000 UAH
10,000 UAH
15,000 UAH
20,000 UAH
25,000 UAH
30,000 UAH
35,000 UAH
40,000 UAH
45,000 UAH
-90%
-80%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
ДоходROI
Semi-automatic Yandex.Direct management
• 5 times income increase• ROI +13% in October 2013
January
2012
Febru
ary 2012
March 2012
Apr 2012
May 2012
June 2012
July 2012
August
2012
Septem
ber 2012
October
2012
November
2012
December
2012
January
2012
Febru
ary 2012
March 2012
April 2013
May 2013
June 2013
July 2013
August
2013
Septem
ber 2013
October
20130 UAH
100,000 UAH
200,000 UAH
300,000 UAH
400,000 UAH
500,000 UAH
600,000 UAH
РасходыДоход
Bid Management
• Universal formula for bid-management within any data amount
• Customizable confidence interval (money / visits)• Smooth target ROI achievement under any circumstances
Marketing 2012-2013
November
2011
December
2011
January
2012
Febru
ary 2012
March 2012
Apr 2012
May 2012
June 2012
July 2012
August
2012
Septem
ber 2012
October
2012
November
2012
December
2012
January
2012
Febru
ary 2012
March 2012
April 2013
May 2013
June 2013
July 2013
August
2013
Septem
ber 2013
October
20130 UAH
100,000 UAH
200,000 UAH
300,000 UAH
400,000 UAH
500,000 UAH
600,000 UAH
700,000 UAH
800,000 UAH
900,000 UAH
-100%
-80%
-60%
-40%
-20%
0%
20%
ДоходROI
• Adwords outsource contract cancellation • Adwords/Yandex.Direct semi-automatic management• 4 times income increase with performance improvement
Automatic product ads for Adwords 2012
• Content generation into template• Remarketing lists creation from
GA categories list• Banners upload and lists
assignment• 10% of all Adwords visits• Higher CR then search text ads
Dynamic product remarketing
• Campaign start: 31.07.2013
• Campaign data on 30.10.2013:
• 4 341 257 user cookies
• 34 383 736 banner impressions
• Avg. CTR: 0.56%
• 191 679 returned users
• The most popular banner:• Size 728x90, 13 364 001 impressions, 56 153 clicks, Avg. CTR 0.42%
Landing page for media traffic
• Social network and media traffic usage
• 35% higher CR comparing to base category pages
Content department vcene.ua
• Everyday performance reports and monthly bonuses system• 2 times performance increase• Re-imported ~350 000 products in 468 categories• 98% products with characteristics and photo (before re-import was 30%)
Феврал
ь 2013
Март 2
013
Апрель 2
013
Май 2013
Июнь 2013
Июль 2013
Август
2013
Сентяб
рь 2013
Октябрь 2
0130
100000
200000
300000
400000
500000
600000
700000
Manual operations per month
