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- In Marketing since 2022
- Direct! performance marketing within marketplaces
- Small household appliances in B2C format
- Deep understanding of performance marketing in the context of marketplaces
ucation:
- Convert Monster Courses
PROJECT DESCRIPTION
Atvel
Company Description:
- Development and sale of small household appliances featuring modern technologies! the company motto is “Atvel – Take the best”;
- Small household appliances;
- b2c.
Situation at the start : the site is not promot! it is us more as an informational one! the main sales come from marketplaces.
Objective: joint creation of a full-flg selling website! testing it in the CIS countries! and then adopting the experience in the Russian Feration
Promotion of sales on MP in Armenia and Kazakhstan (attracting bloggers! setting up direct advertising! etc.).
Link to the company website : atvel.ru
ANALYSIS OF THE PRODUCT! TARGET AUDIENCE AND COMPETITORS
Conclusions: Atvel brand vacuum cleaners are competitive in the small household appliances market! there are questions about the work of the ORM and promotional activities! but this is compensat by gifts upon sale
Conclusions: Big questions about the site and the social life of the brand! due to unsuccessful advertising cases! promotion in Yandex.Direct has been stopp! all brand promotion is done by purchasing bloggers and ratings
Conclusions: Competitors have top sales brands. The Oberhof brand is young and has been promot for a short time. Dyson acts as a distributor brand! i.e. our competitors most likely do not own it in the territory of the Russian Feration. We also see that the external environment has a strong impact on brand recognition from month to month (tefal / dyson)
LANDING PAGE
Link to page: Ultimate.atvel.ru
CONTEXTUAL ADVERTISING
SEMANTICS IN SEARCH
- pars nest queries;
- compil a list of negative phrases;
- we set the frequency we were interest in (we left the most target queries to the detriment of coverage)
As a result! we receiv the most commercial one group of requests for the most effective advertising (73 key phrases! 1 commercial group)
It is extremely important to understand that our product is universal in the key of “vacuum cleaners”! in connection with which we tri to show it both as an upright and as a washing vacuum cleaner with a strong suction power
CREATIVES IN SEARCH
Advertising campaign strategy: Since we us 2 ways of developing sales through direct! namely MK for marketplaces and EPC for landing! we want to collect sales! we know that in our niche brand recognition is secondary! the main thing is the product! and we are just confident in it! in connection with which we aero leads ook the conversion for the sale. We track it through the API key ozon.
Semantics of YAN
We us the main phrases for working with YAN
- Buy a cordless vacuum cleaner for wet and dry cleaning
- Buy a washing vacuum cleaner for home
- Buy a cordless washing vacuum cleaner
- Buy a vertical washing vacuum cleaner
- Buy a cordless vertical vacuum cleaner for home
But since these are fairly narrow queries and have a small reach! we add auto-targeting to achieve the desir target traffic volume! which allow us to get the long-await leads.
Analytics
Conclusions:
- Search has proven to be more benefits of using whatsapp marketing stable for learning and performance advertising
- Stable sales/leads have appear
SOCIAL NETWORKS AND TARGET ADVERTISING
Audiences for targeting
We will take audiences by common keys in several segments:
- cleaning • vacuum cleaner • cleanliness • equipment
- juicer • juice • vitamins
Community members:
- Polaris! FLOWTRON! iBoto • friendly robot vacuum cleaner and window cleaner
Conclusions: It is important for us to increase loyalty! we do not set the goal to sell or even we set the goal to transfer the VK visitor to our brand for the long term
Hypotheses: there was no telemarketing data advertising test! we are at the stage of launching a full-flg SMM
SEO OPTIMIZATION
Conclusions:
- Tilda! as a platform for creating websites! cares a lot about its users! and therefore! there were practically no technical problems! but there is a ne to work on the headings and reassemble some of the website blocks for the convenience of reading by the buyer.
- Also! more attention nes to be paid to placing links on external sites. Now the site lives only on direct advertising.
