You’ve probably heard heartbreaking stories about colleagues who ordered a website development from a vaunted agency and ended up with a non-working How to choose the perfect digital contractor horror from 2007. Or found a freelancer on social networks, who received an advance payment, deleted the profile and disappeared. Workspace specialists told us how to protect yourself from such situations, where to look for contractors and what to pay attention to when choosing a candidate.
We have been cooperating
Since May 2019. And our main focus is to promote MYUZ promotional campaigns in flight. Since the New Year is approaching, we will tell you about the 2019 sale.
Our goal was to bring in sales from contextual advertising in Yandex and Google.
KPI: Volume of clicks to the site, transactions, DRR.
For the promotional campaign, we proposed showing banners on the YAN (Yandex Advertising Network) sites. This is how we planned to notify a wide target audience, and gradually narrow it down during optimization. New Year’s promotion. How we reduced the DRR by 25%
We have the Origami conversion optimizer connected to manage campaigns – it helps set bids.
The campaign was launched on December 6, 2019, and lasted until January 13. This way, we covered people who buy gifts before the New bolivia phone number library Year and those who prefer to choose a present together with loved ones without fuss, after the holidays.
Collected semantics with reference to:
We did not take low-frequency keywords, but selected only those with high demand – we got 672 keys. For these queries, we launched YAN campaigns in Yandex.Direct on all platforms. There are 40,000 of them in total: websites, mobile building a community around applications, Smart TV applications, as well as surfaces of digital outdoor advertising operators.
At the same time, we launched a crawler data promo in YAN for short-term interests. We selected two target audiences: New Year’s promotion. How we reduced the DRR by 25%.
To return users who were on the promotional landing page, but did not place an order, we launched retargeting. We excluded this segment from YAN campaigns. This way, we avoided overlapping audiences and saved the budget on impressions.
Choose contractors who specialize in the digital services you need. This is especially true for freelancers: one person simply cannot physically perform tasks well in different digital areas.
The next step was to identify the most converting days for displaying ads. In Google Analytics, the highest CTR was on weekends in December. And this is logical – people choose gifts in their free time, without being distracted by work. Therefore, we increased rates by 20% on Saturdays and Sundays.
After receiving the first
To get the maximum response from the tender, follow a few rules:
Write the most detailed specification possible to orient the contractors and filter out those who are unsuitable in terms of specialization, experience, and competencies.
Indicate the desired requirements for the contractor and the criteria for selecting the winner directly in the application.
Carefully study the commercial proposals that contractors usually attach to the response to applications. Pay attention to how much the contractor has studied your tender and what specific solutions for your task he offers.
Include 25-30% of the cost in the budget. In large projects, there is always a risk of additional requests or force majeure. And this, of course, requires an increase in the budget.