On the plus side to all publishers
Sales generated directly; more than 10 million reais in gross revenue. Very good, isn’t it? And we could stop here. But neither we nor Construtora Renault Diniz wanted to put an end to it. It was still possible to improve and optimize further. The second pain: cost per acquisition As soon as we started to reach the result of around 1,000 leads per month, we realized that we were entering the vicious circle of sponsored links. The increase in the cost per acquisition. As we’ve discussed in other posts, paid media work involves continually optimizing your cost per click and click-through rate. However, as you can imagine, this has a limit. There is a saturation point , at which it is no longer possible to increase the click rate and reduce the cost per click. And at this point, the only way to increase results is to pay more to Google and Facebook.
Google not your company
Consequently, increase the cost per acquisition. But how to avoid this increase? Note that the logic behind sponsored links is very simple. Why does your company need to pay and depend on this funding to appear? In short: your client doesn’t know you; your company has no visibility; people want your product, but don’t know it exists; the user trusts Google not your company. In practice, we are talking about authority , which your company does not have – and which Google and Facebook have (and sell). And this was the scenario at Construtora Renault Diniz: all of the company’s special data traffic and leads depended on payments to media channels, because the company had no authority. And the way to correct this scenario was investment in SEO.
With results already generated via paid media
Working on the 3 pillars of this methodology , we invest CL Lists in: website optimization; content production; gaining external links. And by doing so, we would bring the desired results, namely: more authority (better website, better content, higher online reputation); more relevance on Google (and better positioning in organic search); more organic traffic (reducing dependence on sponsored links); more user engagement (interest in CRD content and consequently CRD products). New website and blog, content and SEO Not unlike our other cases , we started SEO work, parallel to the existing sponsored link routines: Base planning: review of Construtora Renault Diniz personas; gathering insights with results already generated via paid media; formalizing keywords and search intent to direct content production and optimization.
