Performance campaign
for Privolzhskoye (PFO)
Translation Agency
+1407%
overall increase in the number of applications
from the website
379
the average cost of one application
from the website
Project Timeline
1
March 2018
Quotation development and contract execution
2
April 2018
Strategy development, collection of semantics, creation of the website and ideas, incorporation and configuration of analytics systems
3
May 2018
Optimization work, setting up and launching advertising campaigns
4
Present time
Analytical support, search promotion and support of advertising campaigns
About the Customer
Privolzhskoye (PFO) Translation Agency is one of the oldest agencies located in a large regional center that has been incorporated more than 15 years ago. It offers translation of kinds of documents, including technical translation, notarization of documents, legalization (apostilling), and interpretation services. It is included in TOP-50 of the leading Russian translation agencies (according to translationrating.ru for 2018). Corporate website: perevod-pfo.ru.
The challenge and objectives of the project
The company's website has been developed 10 years ago, since then it has been quite successful in moving forward by 15 targeted requests, bringing the company a sufficient number of applications. However, the number of hits from the website was constantly falling. Over the year, this decline amounted to more than 30%.

Finally, the number of applications from the website was down to 15 applications per month, the company's revenue has been declining for the past 12 months. The client considered the decrease in the number of applications a negative and dangerous trend.
Objectives:
1. propose and implement a set of measures to improve the selling qualities of the website;

2. Offer and implement an effective website promotion and advertising strategy.
Analysis of the situation
Marketers of R52.RU conducted several interviews with the management and managers of the client and generated the following summary of the market:
Specific features of the translation business:
- Most clients of the agency are individuals. Legal entities are less common.

- Profitability of work with legal entities is a lot higher.

- Almost all clients of the agency are from the home region.

- There are more than 90 competing organizations in the region and a large number of freelancers who constantly drop the "average spend".

- Organizations that permanently require translation services employ full-time translators and turn to a specialized agency only if they cannot manage to translate a required volume by a certain date or are in need of notarization services.

- Most legal entities require translation services in certain cases only, for example, for arranging negotiations or during procurement and supervised installation of imported equipment.
Demand
The demand for provision of translation services from individuals is seasonal, increasing in spring, early summer and late autumn, which is associated with an increase in the number of travelers before the summer and Christmas holidays.

- A client's need for a service has a short lifespan: translation is most often needed "there and then" (this is important to consider when setting up retargeting campaigns).

- For individuals, as a rule, quality of translation is not very important, what they require is the speed of execution and the convenience of the service itself.

- Corporate customers demand high quality of translation, especially in the field of technical documentation and interpretation.

- 95% of customers require translation services no more than once or twice a year.
Competitor Analysis
Большинство конкурирующих организаций для привлечения клиентов используют наружную рекламу (заметные вывески на фасадах, указатели городской навигации и др.), а также размещают свои офисы в людных местах, в районе миграционных, визовых и бизнес-центров.

Большинство переводческих агентств имеют сайты. Примерно половина из них ни в какой рекламной активности в интернете не замечены. Маркетинговые усилия второй половины за последние 2 года заметно возросли: качество сайтов явно улучшилось, конкуренты активно используют рекламу в Яндекс и Google. Однако анализ этих рекламных кампаний говорит о пока ещё недостаточном профессионализме их модераторов.
Website audit
Conclusions and suggestions.

Perevod-pfo.ru has been created on a fairly reliable self-written CMS, which, however, has not been updated during the previous 5 years, has limited SEO tools and does not meet modern requirements, which certainly affects the ranking of the website by search engines. The client required modernization of the website and introduction of more advanced CMS.

- The website lacked adaptive layout. Given that the share of traffic from smart phones and tablets is more than 60%, it can be assumed that the client loses more than half of the significant traffic. Adaptive layout of the website was required.

- The website had original content, but there were no separate landing pages for certain groups of requests. During the past 10 years the client did not perform works with the semantic core and neither did it make changes in the structure of the website. It was required to bring the structure and content of the website in line with clusters of thematic queries.

It was also required to correct the shortcomings of technical optimization: delete permanent duplicate pages, errors in redirects, incorrect heading levels in service names, and to configure error 404.

- The link profile was studied. A large number of low-quality links (over 60% of the total number) were identified and required urgent correction.
Audit of the existing advertising strategy
The website advanced in Yandex and Google by 15 queries in the home region. TOP-10 included 8 requests. The website traffic did not exceed 150 hosts per month, including less than 100 hits from search engines. Analytics was not being collected, trackers and metrics were not installed.

Contextual advertising was not used.

The client spent 150,000 rubles per year on site support and promotion (12,500 rubles per month). Thus, 1 client attracted by the website cost 833 RUB, which, taking into account the average revenue from client and the cost of services, made profitability of the business close to zero.
Analysis of user demand around the web
The semantic core of 829 queries has been compiled.

It was noteworthy that about 30% were geo-dependent requests related to a certain street or district of the city where the user wants to receive the service (for example, "translation agency at 64 Ivanova Street" or "notarized translation at Petrov Square") . It's almost impossible to bring the website to the TOP of organic search for such queries (for each location you need to create a separate page, which is unrealistic), it is much better to use the context.
Strategy Development
Based on the results of the studies the following proposals were suggested:
Website
To update the website - to carry out a redesign, adaptive layout, introduce CMS "1C-Bitrix", create additional landing pages in accordance with corresponding request clusters. Given the urgency of the task and a low development budget, it was decided to use a turnkey solution that was most suitable for the client's objectives.
Analytics
Installation and configuration of analytic systems
Traffic
Use SEO and contextual advertising in Yandex and Google as tools to attract traffic.
Team
A project team of 6 people has been engaged: a project manager, an analyst, a designer, a developer, a SEO specialist, and a contextual advertising specialist.
Performed Works
New website development
Within 7 days, an adaptive website on 1C-Bitrix platform was deployed based on a turnkey solution. The structure was added with 15 new pages.
Fine tuning of analytics systems
The following tools have been installed:
- Yandex.Metrica and Google Analytics;
- Call-tracking and email-tracking;
- Facebook and VK pixels;
- SeoStat – an automated position monitoring system.
SEO - optimization and search engine promotion
SEO - optimization and search engine promotion

A. Work with internal ranking factors

- Functionality and structure of the website were checked for compliance with the objectives of search promotion.

- A robots.txt file has been created and populated.

- The main website mirror was identified. Server redirection (redirect) was configured from all non-primary mirrors to the main one for their correct "gluing" during indexing.

- The website has been transferred to a secure HTTPS protocol.

- All non-unique content was fenced off from indextying.

- Extra parts of the HTML template were fenced off from indextying to prevent them from falling into the search snippet on the search results page.

- A search engine-friendly URL structure was implemented on the website.

- A site map has been added, including its XML version (sitemap.xml).



B. Adjustment and expansion of search snippets.

- Micro-layout (schema.org) was configured.

- A Chat with Us was created in Yandex (this tool unambiguously affects growth of the site's position in Yandex, but is rarely in demand by users).


C. Work with the link juice.

- Analysis of the link juice of competitors to determine the required volume of links was performed.

- Themed sites for linking (directories, forums, services for posting reviews and comments, etc.) were selected.

- A plan and a schedule have been drawn up for the purchase of links and the safe (natural) link building.


D. Analysis of the impact from introduced changes:

- in respect of search results positions;

- in respect of quantity and quality of traffic.
Contextual advertising
Contextual advertising
- Contextual advertising campaigns in Yandex.Direct and Google Adwords have been configured and launched taking into account the following strategies:
- Ads in respect of the main types of services;
- Ads in respect of geo-dependent requests;
- Ads by brand (as competitors began to advertise using the vital requests of our client);
- Ads by competitor brands
- Display campaigns in YAN and Google Display Network.

Concept Direct contextual optimization has been connected.
Using the functionality of this service:
- Competitors' announcements were collected in order for them to be analyzed and in order to compile the own USP;
- A / B testing of ads was conducted to identify the most clickable headers and banners;
- a bidder has been incorporated that automatically sets bids every 5 minutes within the specified maximum click price and bid;
- an automatic optimization of advertisement campaigns by conversions has been activated.
Retargeting (remarketing) campaigns
With the launch of retargeting campaigns, the hypothesis about the short lifespan of the client in the translation business was confirmed.

We were able to get the real orders from users only in cases when users were contacted within the first 3 days from the moment they visited the website. A 3-day period is the time when the user requires translation services and is looking to get it as trouble-free as possible. It doesn't make sense to display an ad upon expiration of the said period, since, most often, the service is already received.

As a result, the strategy was adjusted: the audience that visited the website more than 5 days ago (the timeline was a bit extended) was completely cut off and the bids were increased for users who visited the site during the previous 3 days.
Results
In 6 months after launching the campaigns, the results of cooperation between Privolzhskoye Translation Agency and R52.RU were summed up.
The new adaptive website of the company, perevod-pfo.ru, has been launched.
As a result of the work on SEO optimization and promotion, the number of queries in TOP-10 increased by 21 times and amounted to 175, and as a result the traffic from search engines increased by 9 times. The client receives 117 applications per month from the organic search results. The cost of one client was decreased to 170 RUB.
On average, about 600 clicks were generated from contextual advertising per month, of which 94 performed conversion. The cost of a client from the contextual ad amounted to 425 RUB.
211
211 of total number of requests from the website per month
+1407%
overall increase in the number of applications from the website
379
the cost of one application
for a client
The head of Privolzhskoye Translation Agency notes a steady increase in the company's revenue and income, both for the segment of individuals and legal entities.
The customer was invited to extend the experience gained in the process of promoting their services in the home region to other promising regions of Russia. The client considers the option of opening sales offices in 2-3 regions of the Russian Federation, including Moscow during 2019-2020.