The setup is as follows:
Posted: Sun Jan 19, 2025 3:55 am
Select the Target Share of Advertising Spend strategy.
Add an advertising campaign goal to it. When using an e-commerce goal or transferring income via API or Metrica, you need to select this goal in the list. The goals for which income is already transferred are shown at the top of the list. If there are multiple goals at once, you need to specify them in the campaign settings as key ones and set a specific value. We are talking about the profit that a business makes from one call or application form.
Set DRR.
It is possible to use the strategy both in API and Direct.Commander. To track the results of work, there is a column in the statistics called "Share of advertising expenses" (SAE).
Advertising campaigns that are job seekers data package linked to the "Target Share of Advertising Expenditures" strategy are offered the Direct bonus program. It allows you to get back 8% of the amount spent on advertising business development.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153324
Optimal values of DRR
Many people believe that a small DRR is ideal. It would seem that there can be no mistake - after all, if little is spent on advertising and a lot is earned, then everything seems to work perfectly. It is important to understand that the DRR norm is different for each business. Some businessmen focus exclusively on this scheme:
DRR is less than 100%. The advertising campaign pays for itself, and less money is spent on it than the profit it brings.
The RRR is 100%. The advertising did not bring any profit, but it paid for itself.
DRR is more than 100%. The campaign is unprofitable, expenses are greater than income.
The mistake is that a DRR of 100% or higher can be normal if we are talking about goods or services with a long LTV (product life cycle). This is often the case in companies related to the beauty industry. For example, manicure, pedicure or eyebrow correction services. The average bill for such a procedure is 2,500 rubles, but the same amount is spent on advertising to attract one client. It turns out that the DRR is 100%.
Optimal values of DRR
Source: shutterstock.com
It would seem that advertising works at a loss. But it is important to consider that if the master is good and the service was provided qualitatively, then the visitor will come again and again for this beauty service. Each visit will bring a profit of 2500 rubles, and maybe more, and there will be no more costs for attracting this specific client. Even if the first service was unprofitable, then all the losses will pay off.
This also applies to a small DRR. If a company is not fully loaded (a beauty salon has a lot of free slots, a cleaning company has no appointments, etc.), and the DRR is low, this indicates that the company is not using the full range of marketing opportunities. It is necessary to invest more in development.
Add an advertising campaign goal to it. When using an e-commerce goal or transferring income via API or Metrica, you need to select this goal in the list. The goals for which income is already transferred are shown at the top of the list. If there are multiple goals at once, you need to specify them in the campaign settings as key ones and set a specific value. We are talking about the profit that a business makes from one call or application form.
Set DRR.
It is possible to use the strategy both in API and Direct.Commander. To track the results of work, there is a column in the statistics called "Share of advertising expenses" (SAE).
Advertising campaigns that are job seekers data package linked to the "Target Share of Advertising Expenditures" strategy are offered the Direct bonus program. It allows you to get back 8% of the amount spent on advertising business development.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153324
Optimal values of DRR
Many people believe that a small DRR is ideal. It would seem that there can be no mistake - after all, if little is spent on advertising and a lot is earned, then everything seems to work perfectly. It is important to understand that the DRR norm is different for each business. Some businessmen focus exclusively on this scheme:
DRR is less than 100%. The advertising campaign pays for itself, and less money is spent on it than the profit it brings.
The RRR is 100%. The advertising did not bring any profit, but it paid for itself.
DRR is more than 100%. The campaign is unprofitable, expenses are greater than income.
The mistake is that a DRR of 100% or higher can be normal if we are talking about goods or services with a long LTV (product life cycle). This is often the case in companies related to the beauty industry. For example, manicure, pedicure or eyebrow correction services. The average bill for such a procedure is 2,500 rubles, but the same amount is spent on advertising to attract one client. It turns out that the DRR is 100%.
Optimal values of DRR
Source: shutterstock.com
It would seem that advertising works at a loss. But it is important to consider that if the master is good and the service was provided qualitatively, then the visitor will come again and again for this beauty service. Each visit will bring a profit of 2500 rubles, and maybe more, and there will be no more costs for attracting this specific client. Even if the first service was unprofitable, then all the losses will pay off.
This also applies to a small DRR. If a company is not fully loaded (a beauty salon has a lot of free slots, a cleaning company has no appointments, etc.), and the DRR is low, this indicates that the company is not using the full range of marketing opportunities. It is necessary to invest more in development.