Дмитрий школьников: Лидогенерация - Снижение Стоимости Лидов

:
19 2015
me@dima.sh
http://postcontext.ru
http://facebook.com/postcontext.ru

14 IT
6
myTarget
Avito

2015

: ?
2015
:
VCG-

( 2.0)

2015
Google:
GMail
Customer match ( , )

2015
Facebook:
Carousel Ads

Instagram
-
2015
myTarget:

look-alike
2015
:
-

2015
Avito:

2015

: ?
?
:
1/3
1/3 CPA-
1/3
?
:
1/3
1/3 CPA-
1/3

?????
CPC
ROMI
ROMI = ( - )/

.
CR
CPC
10000
0.65%
65
130000.
5.
50000.
8500
0.62%
53
116127.
3.
25500.
11000
0.79%
87
165528.
6.
66000.
3000
1.04%
31
43554.
8.
24000.
CR
CR
ARPU
CPC
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5.
50000.
52000.
28000.
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3.
25500.
46451.
44176.
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6.
66000.
66211.
33317.
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8.
24000.
17422.
2132.
CR
CR
ARPU
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5. 50000. 52000. 28000.
56%
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3. 25500. 46451. 44176.
173%
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8. 24000. 17422. 2132.
9%
CPC
ROMI
CR
CR
ARPU
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5. 50000. 52000. 28000.
56%
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3. 25500. 46451. 44176.
173%
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8. 24000. 17422. 2132.
9%
CPC
ROMI
CR
CR
ARPU
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5. 50000. 52000. 28000.
56%
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3. 25500. 46451. 44176.
173%
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8. 24000. 17422. 2132.
9%
CPC
ROMI
CR
CR
ARPU
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5. 50000. 52000. 28000.
56%
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3. 25500. 46451. 44176.
173%
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8. 24000. 17422. 2132.
9%
CPC
ROMI
CR
CR
ARPU
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
11000
2.2%
72%
1.58%
242
174
1900.
331056.
6. 66000. 132422.132634.
201%
x2
CPC
ROMI
x4

CR
CR
ARPU
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
11000
1.1%
72%
0.79%
121
87
3800.
331056.
6. 66000. 132422.132634.
201%
x2

CPC
ROMI
x4

50 ( 100)
?
old school:
1/3
1/3 CPA-
1/3

CPA-

CPA-
, CPA-.
:)

2015

: ?
CPC
ROMI
CPC
ROMI

Google Analytics/
Universal Analytics
Top.Mail.Ru
ROI Stat, ROI RS,

OWOX
-/+
-/+
+
-/+
-/+
-/+
-/+
-/+
+/-
-/+
-/+
+
-/+
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+/-
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+
-/+
+
+
+
+
+
+
+
+
-/+
+/-
+/-
-/+
CPC
ROMI

Google Analytics/
Universal Analytics
Top.Mail.Ru
ROI Stat, ROI RS,

OWOX
-/+
-/+
+
-/+
-/+
-/+
-/+
-/+
+/-
-/+
-/+
+
-/+
-/+
-/+
-/+
-/+
+/-
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+
-/+
+
+
+
+
+
+
+
+
-/+
+/-
+/
-/+
GA

GA

:
Google Analytics
.
Top.Mail.Ru
+
-

/

A/B-
: ,
: ,

- ( )
- ( )
- ( )
(, , )
(, , ,
Nokia 3310)
- ( )
- ( )
- ( )

(, , )
(, , ,
Nokia 3310)

-: - - -
:
: -> peg perego,

,

?
:
- ( 96, )
- ( )
- (iphone 6s )
- ( , )
-
1 000 .
CPO 350 .
CTR 38%.

:
.
CR
CR
ARPU
10000
1.0%
65%
0.65%
100
65
2000.
130000.
5. 50000. 52000. 28000.
56%
8500
0.9%
69%
0.62%
77
53
2200.
116127.
3. 25500. 46451. 44176.
173%
11000
1.1%
72%
0.79%
121
87
1900.
165528.
6. 66000. 66211. 33317.
50%
3000
1.7%
61%
1.04%
51
31
1400.
43554.
8. 24000. 17422. 2132.
9%
CPC
ROMI
, , .
. !

-: http://htraffic.ru/mw/
-: http://marketing-wiki.ru/wiki/
___

/

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:
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6. :
.

:
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2.
3. IP
4. User-Agent
5. Referrer
6. HTTP-
, ,
- .

:
, ( ) +
/AdWords.
.
:)

/

A/B-

:
ClickFrog: http://clickfrog.ru
BotScanner: http://botscanner.com
, ( ), .

:
50, http://k50.ru
Origami: https://www.origami-system.ru/
Alytics: http://alytics.ru
Aori: http://aori.ru
Marilyn: https://mymarilyn.ru
eCPM: eCPM.ru ( 1 8)
30 000

:
Wordstat: https://wordstat.yandex.ru
Google Trends: https://www.google.com/trends/

-:
CallTouch (+RoiRS): http://www.calltouch.ru
Call-tracking: http://calltracking.ru
CoMagic: https://www.comagic.ru
RoiStat: http://roistat.com/ru/
OWOX: https://www.owox.ru
, ,
.
CTR
12-17
18-24
25-34
35-44
CTR

45-74
eCPM
12-17
18-24
25-34
35-44
45-74
CPM

CPC

CPM/eCPM
eCPM = Bid * CTR * 1000
CPM
CPC = CPM2 / (CTR * 1000)

CPM
CPM
CPM
100.00.
100.00.
100.00.
80.00.
80.00.
80.00.
60.00.
60.00.
60.00.
80.00.

CTR1
eCPM1
CPC1

CTR2
eCPM2
CPC2

CTR3
eCPM3
CPC3

5.00.
1.2%
60.00.
4.13.
0.88.
1.1%
55.00.
4.91.
0.97.
1.1%
65.63.
5.73.
0.24.

4.50.
1.1%
49.50.
1.2%
54.00.
1.4%
63.00.
5.00.
3.50.
2.00.
CTR
1.2%
1.6%
1%
eCPM
60.00.
56.00.
20.00.
CPC
4.67.
CTR
1.1%
1.3%
2.3%
eCPM
55.00.
45.50.
46.00.
CPC
4.18.
CTR
1.6%
1.5%
1.1%
eCPM
80.00.
52.50.
22.00.
CPC
3.28.
3500
3600
8000
2000
2500
16400
63
99
40
24
25
CTR
1.8%
2.75%
0.5%
1.2%
1%
CPC-Bid
6.00.
4.00.
22.40.
5.00.
5.20.
eCPM
108.00.
110.00.
112.00.
60.00.
52.00.
CPC
5.70.
3.93.
22.00.
4.33.
5.00.
359.10.
388.80.
880.00.
104.00.
125.00.

40000
CTR 1,8%
Bid 6,0
: 63
30000
CTR 2,75%
Bid 4,0
: 99
CTR 0,5%
Bid 22,4
: 40
20000
CTR 1,2%
Bid 5,0
: 24
10000
CTR 1,0%
Bid 5,2
: 25
CTR ! .

1. 10 000 , 150 000 000
.
2. - .

!
.
!

.
,
/.

(
).
top.mail.ru Facebook
. .

.

-
- ,
- : , , , ,

!
: .
0.09%
0.08%
0.26%
0.14%

ctr
p-value
0.09 %
100 000
90
0.08 %
100 000
80
29.18405 %
0.26 %
100 000
260
0.00000 %
0.14 %
100 000
140
0.00001 %

: .
:
https://v wo.com/ab-split-test-significance-calculator/

ctr
p-value
0.09 %
100 000
90
0.08 %
100 000
80
29.18405 %
0.26 %
100 000
260
0.00000 %
0.14 %
100 000
140
0.00001 %
?
{{age}}
?
,
id
.
http://meowmeowmeow.ru
http://bit.ly/TMine
?
.
?
?
?
.
?
user_id

ClickFrog
BotScanner

:
Plarin: http://www.plarin.net
HiConversion: http://hiconversion.ru
Marilyn: https://mymarilyn.ru
Atuko: https://atuko.ru
Iskander: http://iskander.su

: http://.
vTarget: http://vtarget.ru

:
AdMobiSpy: http://admobispy.com
Publer: http://publer.wildo.ru
, :
Popsters: https://popsters.ru/

-:

?

?
myTarget
Avito
Google
CPA

-:

?

-:

?

-:

?

-:

?

AliExpress
Avito .
7 .

Targeting Groups:
,
,
?
Targeting Groups:
,
,
8 !
- 4!
1924-2012
3.0%
2.0%
4.0%
1.4%
Finding The Winner

1
3.0%
2.0%
! ,
,

4.0%
,
1.4%
Finding The Winner

1
3.0%
2.0%
! ,
,

6.4%
4.0%
,
1.4%

:
-
-
-
- ()

:
-
-
-
- ()

:
-
-
-
- ()
80
5
CR 6.25%
0
1
2
3
4
5
6
7
8
9
10
11
12
16
1
36.8%
73.6%
92.0%
98.1%
99.6%
99.9%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
32
2
13.5%
40.6%
67.7%
85.7%
94.7%
98.3%
99.6%
99.9%
100.0%
100.0%
100.0%
100.0%
100.0%
48
3
5.0%
19.9%
42.3%
64.7%
81.5%
91.6%
96.7%
98.8%
99.6%
99.9%
100.0%
100.0%
100.0%
64
4
1.8%
9.2%
23.8%
43.4%
62.9%
78.5%
88.9%
94.9%
97.9%
99.2%
99.7%
99.9%
100.0%
80
5
0.7%
4.0%
12.5%
26.5%
44.1%
61.6%
76.2%
86.7%
93.2%
96.8%
98.6%
99.5%
99.8%
96
6
0.3%
1.7%
6.2%
15.1%
28.5%
44.6%
60.6%
74.4%
84.7%
91.6%
95.7%
98.0%
99.1%
P-value
0
1
2
3
4
5
6
7
8
9
10
11
12
16
1
32
2
48
3
64
4
80
5
96
6
0.046
0.025
0.041
0.014
vs vs
$10 000

$4 500

$7 800

$9 500
73% 111% - !

me@dima.sh
http://postcontext.ru
http://facebook.com/postcontext.ru
19 2015

:
-
-

, ,
-
-
- /

, ,
,
-
-
- (
)
- /
30
,
,
,
-
- ( )
-
: CTR
CPA.

Дмитрий школьников: Лидогенерация - Снижение Стоимости Лидов

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:

5. 50000. 52000. 28000.

3. 25500. 46451. 44176.

6. 66000. 66211. 33317.

8. 24000. 17422. 2132.

5. 50000. 52000. 28000.

3. 25500. 46451. 44176.

6. 66000. 66211. 33317.

8. 24000. 17422. 2132.

5. 50000. 52000. 28000.

3. 25500. 46451. 44176.

6. 66000. 66211. 33317.

8. 24000. 17422. 2132.

5. 50000. 52000. 28000.

3. 25500. 46451. 44176.

6. 66000. 66211. 33317.

8. 24000. 17422. 2132.

6. 66000. 66211. 33317.

6. 66000. 66211. 33317.

ROI Stat, ROI RS,

ROI Stat, ROI RS,

: -> peg perego,

5. 50000. 52000. 28000.

3. 25500. 46451. 44176.

6. 66000. 66211. 33317.

8. 24000. 17422. 2132.

Finding The Winner

Finding The Winner

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