At the channel level
Posted: Thu Mar 27, 2025 9:04 am
Correctly selected promotion channels are the first thing that determines the cost of a lead.
What we use in working with our clients:
We definitely include SEO (search engine promotion), because it is still the source of the cheapest leads. Depending on the niche, search traffic can be 3-6 times more profitable than applications from contextual advertising. The key to successful SEO promotion today is deep work with the site and content, using only "white" methods.
An example of an entrance door store - a lead from teacher database organic search results is several times cheaper than from contextual advertising.
If we launch contextual advertising, we try to select individual services or goods from the client for which the competition and click price are not so high. Moreover, in our experience, context is usually cheaper in Google than in Yandex, but here you need to test each time.
We use remarketing. This type of advertising helps to return some of the customers who were interested in the product but left the site without buying. Even if a person changes their mind about buying or gets distracted, they remain a “warm” potential customer and can return if the product catches their eye again. When we show ads to such users, the conversion is higher and the cost per lead is lower.
We work with aggregators. For some of our clients, it makes sense to cooperate with aggregators – giant sites where you can place information about your company for a fee. In the medical field, this is, for example, the DocDoc service, in retail – Yandex.Market, etc. Aggregator sites provide access to a huge audience, and a fairly warm one at that, so they can become a source of high-quality and inexpensive leads.
What we use in working with our clients:
We definitely include SEO (search engine promotion), because it is still the source of the cheapest leads. Depending on the niche, search traffic can be 3-6 times more profitable than applications from contextual advertising. The key to successful SEO promotion today is deep work with the site and content, using only "white" methods.
An example of an entrance door store - a lead from teacher database organic search results is several times cheaper than from contextual advertising.
If we launch contextual advertising, we try to select individual services or goods from the client for which the competition and click price are not so high. Moreover, in our experience, context is usually cheaper in Google than in Yandex, but here you need to test each time.
We use remarketing. This type of advertising helps to return some of the customers who were interested in the product but left the site without buying. Even if a person changes their mind about buying or gets distracted, they remain a “warm” potential customer and can return if the product catches their eye again. When we show ads to such users, the conversion is higher and the cost per lead is lower.
We work with aggregators. For some of our clients, it makes sense to cooperate with aggregators – giant sites where you can place information about your company for a fee. In the medical field, this is, for example, the DocDoc service, in retail – Yandex.Market, etc. Aggregator sites provide access to a huge audience, and a fairly warm one at that, so they can become a source of high-quality and inexpensive leads.