Why do we need display advertising?

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Case from Completo: How to reduce the cost of contact by 5 times with a budget amount half the original?
We present to you a modern approach to setting up, analyzing and optimizing media advertising, which we use ourselves.

What is the case about?
1.
2. Measuring only clicks on a banner is incorrect.
3. Assessing the quality of call reception is an important part of advertising campaign analytics.
4. Analytics of transitions after viewing a banner without armenia consumer email list initially clicking on it (post-view analysis).
5. Testing different visual creatives on banners is a useful practice.


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Initial data
Display advertising in the Google Display Network (GDN).
Budget ~800,000 rubles per month.

The banners were placed in the advertising network. They were unrolled.
The report for the client was provided by metrics - the number of clicks and CTR.

The first 2 months the work was carried out without our participation.

3rd month (final) — optimization of the advertising campaign, deep analytics setup and analysis of the advertising campaign effectiveness.

1st and 2nd month 3 month with Completo
Budget 1,600,000 800,000
Visitors 8,000 40 470
Average cost per click 95 rub. 17.8 rub.
Cost of a call (CA) 9000 rub. 5000 rub.