84 sprendimai 2013/07 presentation

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

info@84.lt

Mobile: +370 631 11841

Fax: +370 656 02707

www.84.lt

Contact us: