5 cool digital marketing services that have not been heard in Russia
Hi, Habr!
I will share my experience with services that are practically not used in Russia, but at the same time they are mega-popular in Europe and the USA.
I will briefly sign for what these services are and what they are for, their advantages / disadvantages on personal experience, and I will give for comparison the analogues popular in the Russian market.
')
Let's start!
The service helps not to miss the problems in the Paid Search ad campaigns in Google Ads.
+ All account problems are visible: disapproved ads, overpriced CPA,
reduced CTR, no negative keywords, negative ad conflicts, and much more
+ Easy to use interface with a breakdown by color.
- No Russian version
- There are problems with the Shopping campaign (does not load conversions)
- Statistics to the service arrives with a delay of 24 hours
- There is a duplication of the functional “Google recommendations”
I did not find any analogs in Russia. (If you know, write in the comments)
The service helps to determine the exact cost of each channel on the way to sale.
+ The system predicts the budget per channel / source by weight (the system assigns the weight itself)
+ Track the real value of the channel for ROAS (payback rate for advertising costs)
- Inconvenient interface (compared to GA, as if it has not changed since the 2000s)
- Poor integration with Yandex (frequent discrepancies in data)
- There are problems with integration with all channels (something constantly ceases to be considered correctly), you have to transfer data via Kenshoo (read about the service below, at number 4)
- No Russian version
- There is no Russian support
Imagine that you have 5 advertising channels, and you spend money on each one.
You see in your web analytics that the Display channel (media campaigns) does not make money, the Paid Search channel (paid search) on the contrary brings a lot.
Should I turn off display ads?
In reality, the path of the client has from 3 touches and more.
First, the user saw the banner of display advertising, then went to the site by SEO, left the site and bought, returning to the site, through a paid search (Paid Search).
Visual IQ will help you to understand what is the real significance of the channel on the way to the sale.
And predicts how to better distribute the advertising budget.
I did not find any analogs in Russia.
The service is used for marketing automation: email marketing, social networks, messages in messengers and work with leads (online forms, etc.).
+ Simple work with email newsletter
+ Unified interface for collecting online applications and working with them
- Cost from $ 2500 per month
- No Russian version
Analogs: Hubspot, Mindbox.
The service automates the management of bids and strategies for advertising campaigns in Google Ads, Yandex Direct, Bing, Yahoo, Search Ads, Bia du, Pinterest.
+ Manage advertising campaigns from one interface
+ Good integration with Google Ads
+ Quick setup of automatic strategies
+ There is an audit of advertising campaigns (still in beta)
+ Russian-speaking managers (one was exactly)
- Poor integration with Yandex Direct
- Frequent problems with redirects (a kensho redirect will appear instead of your url in the search), because all links turn around with kenshoo tracking and go through the redirect
- New campaigns in advertising systems need to load manually
If you have many advertising sources, it is convenient to combine all advertising campaigns in one interface. The service will be useful to you if you have an attributive analytics connected - Visual IQ, kenshoo helps to transfer all the data from advertising campaigns to the VIQ.
Analog in Russia - K50.
Quite simple and convenient omnichanal analytics. It is not inferior to GA360, and surpasses in ease of use and data visualization.
+ Easy interface (understandable for beginners)
+ Flexibility to build dashboards
- The cost is individual and can reach up to $ 2 million.
- No Russian version
- Difficult integration. To set up the service, you need the help of Adobe experts, and this (alas!) Is free.
Having tried Adobe Analytics, you will understand how easy it can be to work with data.
Analogs: GA360
That's all!
In the future, I will sign in detail how to work with each of the services.
Subscribe to my telegram channel (@proroas), writing about marketing, services and analytics. About what I use in work myself.
I will share my experience with services that are practically not used in Russia, but at the same time they are mega-popular in Europe and the USA.
I will briefly sign for what these services are and what they are for, their advantages / disadvantages on personal experience, and I will give for comparison the analogues popular in the Russian market.
')
Let's start!
1. GOA - Paid Search audit in Google Ads
The service helps not to miss the problems in the Paid Search ad campaigns in Google Ads.
Pros:
+ All account problems are visible: disapproved ads, overpriced CPA,
reduced CTR, no negative keywords, negative ad conflicts, and much more
+ Easy to use interface with a breakdown by color.
Minuses:
- No Russian version
- There are problems with the Shopping campaign (does not load conversions)
- Statistics to the service arrives with a delay of 24 hours
- There is a duplication of the functional “Google recommendations”
I did not find any analogs in Russia. (If you know, write in the comments)
2. Visual IQ - attribution analytics service
The service helps to determine the exact cost of each channel on the way to sale.
Pros:
+ The system predicts the budget per channel / source by weight (the system assigns the weight itself)
+ Track the real value of the channel for ROAS (payback rate for advertising costs)
Minuses:
- Inconvenient interface (compared to GA, as if it has not changed since the 2000s)
- Poor integration with Yandex (frequent discrepancies in data)
- There are problems with integration with all channels (something constantly ceases to be considered correctly), you have to transfer data via Kenshoo (read about the service below, at number 4)
- No Russian version
- There is no Russian support
Why do you need this service?
Imagine that you have 5 advertising channels, and you spend money on each one.
You see in your web analytics that the Display channel (media campaigns) does not make money, the Paid Search channel (paid search) on the contrary brings a lot.
Should I turn off display ads?
In reality, the path of the client has from 3 touches and more.
First, the user saw the banner of display advertising, then went to the site by SEO, left the site and bought, returning to the site, through a paid search (Paid Search).
Visual IQ will help you to understand what is the real significance of the channel on the way to the sale.
And predicts how to better distribute the advertising budget.
I did not find any analogs in Russia.
3. Marketo - marketing automation service
The service is used for marketing automation: email marketing, social networks, messages in messengers and work with leads (online forms, etc.).
Pros:
+ Simple work with email newsletter
+ Unified interface for collecting online applications and working with them
Minuses:
- Cost from $ 2500 per month
- No Russian version
Analogs: Hubspot, Mindbox.
4. Kenshoo - advertising campaign automation service
The service automates the management of bids and strategies for advertising campaigns in Google Ads, Yandex Direct, Bing, Yahoo, Search Ads, Bia du, Pinterest.
Pros:
+ Manage advertising campaigns from one interface
+ Good integration with Google Ads
+ Quick setup of automatic strategies
+ There is an audit of advertising campaigns (still in beta)
+ Russian-speaking managers (one was exactly)
Minuses:
- Poor integration with Yandex Direct
- Frequent problems with redirects (a kensho redirect will appear instead of your url in the search), because all links turn around with kenshoo tracking and go through the redirect
- New campaigns in advertising systems need to load manually
If you have many advertising sources, it is convenient to combine all advertising campaigns in one interface. The service will be useful to you if you have an attributive analytics connected - Visual IQ, kenshoo helps to transfer all the data from advertising campaigns to the VIQ.
Analog in Russia - K50.
5. Adobe Analytics - Web Analytics Service
Quite simple and convenient omnichanal analytics. It is not inferior to GA360, and surpasses in ease of use and data visualization.
Pros:
+ Easy interface (understandable for beginners)
+ Flexibility to build dashboards
Minuses:
- The cost is individual and can reach up to $ 2 million.
- No Russian version
- Difficult integration. To set up the service, you need the help of Adobe experts, and this (alas!) Is free.
Having tried Adobe Analytics, you will understand how easy it can be to work with data.
Analogs: GA360
That's all!
In the future, I will sign in detail how to work with each of the services.
Subscribe to my telegram channel (@proroas), writing about marketing, services and analytics. About what I use in work myself.
Source: https://habr.com/ru/post/450222/
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