With the world on click or where to find buyers in Runet?

Squeezing all one-cent traffic from Yandex.Direct and Google Adwords to a drop, we occasionally return to the question of where to get more buyers. Especially this problem torments us before the holidays, because it was at this time that the chances of turning a visitor to our service (voice greetings and pranks from Voicecards.ru ) into a client significantly increase.

In this article we will tell you what advertising platforms we found to enhance our advertising campaigns during the holidays, what we did and what came of it.


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Let me remind our introductory for all advertising campaigns: get the maximum amount of traffic at the lowest price, the desired CPC to 1 rub. Achieve maximum sales conversion.


As criteria for comparison, we use:

• The volume of traffic with a minimum CPC (+ - low = less than 30,000 users per month; ++ - normal = 30,000 to 100,000 users per month; +++ - excellent = more than 100,000 users per month);
• ALS - we always strive for the lowest possible;
• Conversion to sales - I will indicate the maximum that we have achieved. It is clear that these were holiday experiments, so on ordinary days it may be lower.

1. Banner networks

Before this experiment, it seemed to me that there were a huge amount of banner networks with inexpensive entertainment traffic. But in fact, it turned out that half of them did not work (or the managers simply did not want to respond to my letters with pleas for advertising), and the other half did not meet the criterion of “low-cost traffic” ...

In the end, tried the following networks:

Advertising platform	Traffic	CPC	Conversion
TBN	+	6.23 rub.	0.12%
Metronom	+	5.52 rub.	0.44%
Link.ru	++	0,61 rub.	0.25%

The problem that we have encountered everywhere: the higher the CTR of the banner (you can achieve high, if you make them flashing, spinning, with interface elements and enticing phrases), the lower the conversion into purchases.

When we wrote “Congratulate Happy New Year! Original postcards ”- there were few transitions. When they wrote "Order the call of the Snow Maiden for friends" - few purchases.

2. Traffic

The most useless simple option, you pay money - you get traffic. And you have no advertising materials and CTR ... To achieve a clear and understandable answer, where exactly this traffic will come to us, from one manager did not succeed. And therefore, it was not possible to understand why the statistics of the system so persistently does not want to coincide with the statistics of LiveInternet and why the users who came to us do not want to buy or even view the pages.

Advertising platform	Traffic	CPC	Conversion
Readme	+	3.62 rubles	0%
Popuptraf	+++	13.16 rub.	0%

3. Text Ads

We are not friends with them. And the main reason is the lack of traffic. This is not serious - to spend your time on conducting an advertising campaign, which results in 500 clicks per month. At the same time, you have to work in the not very “advertiser-friendly” interface, pay with electronic money (that is, it’s immediately clear that you don’t spend 100,000 rubles of the budget) and sadly watch for low conversion into sales.

Advertising platform	Traffic	CPC	Conversion
MediaTarget	+	4.25 rub.	1.5%
Liveclix	+	0.55 rub.	0.11%
Smotri.com - text ads in video	+	3 rub.	0%
Gde.ru	+	1.5 rub.	0.15%

4. Teasers (picture + text)

For us, such systems turned out to be the best option: a user-friendly interface, good statistics, and at some sites even managers who really help (Adlabs managers, we say hello to you :))

Here are our tips for working with teasers:
- Write a lot of ads all the time, only it helps to cope with the competition and keep traffic at a level.
- Find interesting topics, we, for example, enjoyed great success postcards from Ravshan and funny animals in pictures for announcements.



- Get ready for some stupid little strange rules - for example, in Marketgid it’s impossible for words to be repeated in the headline, text and ad heading (expand the thesaurus!)

Advertising platform	Traffic	CPC	Conversion
Adlabs	+++	0.52 rub.	one%
Marketgid	+++	0,51 rub.	0.62%
Tx2.ru	++	0.4 rub.	0.27%
Fishki - block with teasers	+	1.91 rub.	0.66%

Total: by trial and error, you can find additional traffic sources. At the same time traffic will be really selling. Let it not so much from each separate source, but in the sum additional advertising platforms give the necessary insurance against change of a competitive situation in traditional favorite systems of contextual advertising.