As part of a special project to promote online stores, we conducted a survey of specialists who work with online stores. We were primarily interested in promotion tools, their effectiveness and the use of automation systems.
When summarizing the results, we took into account the answers of 173 respondents, including specialists from agencies, online stores and freelancers. Their number was distributed as follows:
And here are the specializations of online stores that are promoted by our members:
If you are interested in the store of moonshine stills, then this is “Russian haze”. Not everyone was able to name the brands of the stores: some are forced to remain silent by the NDA, others – by excessive modesty. Among those whose names were indicated were the online store of the publishing house MIF, the ticket operator ShopGoGo, the metal-rolling store Zhelezaria, the chain of stores of children’s goods Mothercare, the Belarusian Pierre Cardin, The Body Shop, the clothing store for dogs McDog.ru, the Crimean retailer of household appliances and electronics “F5-Online”.
We asked the specialists on the side of online stores separately about who is engaged in the promotion. Most often, they received the answer that the employees were in-house, but if you summarize the other answer options, it turns out that Internet retailers often involve third-party specialists in their work. However, I admit that this was influenced by the composition of our audience.
We asked freelancers and agency employees about the number of stores they work with. As a rule, freelancers have from 1 to 5 projects in their work, most often one at a time (21 answers). Agency specialists also have from 1 to 5 projects, the most popular answer is three stores. But there were answers with numbers and larger ones: 10, 15, 21, 30, 200.
By the way, agencies of various sizes participated in the survey: from small regional ones to participants in the TOP-5 rating of contextual advertising agencies.
Budgets: how much is spent on promotion
Budgets are simple: agencies have larger advertisers than freelancers. Private specialists, as a rule, deal with budgets of up to 50 thousand rubles a month, and agencies – from 50 to 100 thousand rubles. The shares in other segments also differ.
Most online store specialists deal with budgets up to 50 thousand rubles. The next most popular segment is from 100 to 500 thousand rubles.
We asked to select the advertising systems our respondents work with. The preponderance in favor of Google Ads came from the fact that among the respondents there were Ukrainian specialists who now practically do not work with Yandex.Direct.
When it comes to contextual advertising tools, the most popular are, of course, search and networking ads. Then there are different types of remarketing. Interestingly, less than half of respondents use search remarketing and smart banners, and less than a third use Google Shopping ads. If you’re not sure where to get started with this format, read our guide and answers to popular questions.
Search advertising turned out to be the most effective tool for contextual advertising. Significantly fewer votes were cast for the rest of the formats.
Now a little about disappointments. The tool that does not live up to expectations was most often called smart banners, both by agencies and by employees of online stores. The list of not the most effective tools also includes advertising in networks: both in the YAN and in the CCM. But, of course, there were other formats as well. For example, several agency specialists indicated search advertising, Yandex.Market, shopping campaigns on Google, and a banner on search. Store employees, answering this question, called search remarketing, Google Ads in general.
We also asked to mark key indicators for contextual and targeted advertising, participants could choose one or several of the proposed ones or suggest their own. This question was answered by 156 respondents, and the most popular KPI is ROI.
To the other, we included the responses “relevant traffic from search engines” and the budget.
The majority of respondents use automation tools. However, the shares differ in the segments of online store specialists, on the one hand, and agencies and freelancers, on the other.
More than half of the respondents who said they work with automation tools use them to collect semantics and manage bids. Services are used less frequently to generate campaigns and analytics.
The most frequently mentioned services are shown in the picture below. Standard tools include scripts, automated strategies and ad systems applications – Direct Commander and AdWords Editor.
In addition to those in the picture, respondents named services that can hardly be attributed to automation systems: Comagic, Power BI, Rush Analytics, SE Ranking, Price Labs.