"The advertising budget has been halved." How the new tariff for Avito helps to sell more

How pay-per-view pricing works

The new tariff allows sellers to optimize promotion costs and at the same time receive more targeted actions from customers - ad views, calls and responses. You can place offers for free, and the money is deducted for the transitions of buyers to the ad card.

You don't have to worry about extra spending. The algorithms track user behavior and do not include views from bots and non-targeted visits in the cost of advertising, for example, when a person accidentally clicks on an ad. And you don’t have to choose which products to promote in order to collect more views. The tariff allows you to publish an unlimited number of ads.

New tariff is available for sellers in the "Products" category, and you can place ads not only in your region, but throughout the country. The extended geography of impressions has limitations: for example, ads for the sale of electronics and household appliances can only be published in the city where the product is located.

Another advantage of the new tariff is its flexibility. In your personal account, Avito's analytics tools allow you to find out how many views and targeted actions ads bring in different regions. Based on this data, the seller can understand which products and in which cities should be promoted, and disable advertising where there is no result. It is convenient to pay for the placement of ads from an advance wallet.

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How to profitably use the tariff: sellers explain

Many entrepreneurs who have a business on Avito have already got acquainted with the possibilities of the new tariff. We talked to two sellers and found out what benefits this payment system gives them.

“Our ad views have skyrocketed and ad spend has gone down”

Previously, for promotion on Avito, we chose the Maximum tariff with a fixed price, which did not depend on the number of calls. At the same time, the company was in great pain: according to the rules of Avito, we could not sell goods in neighboring regions. Of course, they tried several times to “get around” the system and posted ads with extended geography. But they were blocked as expected.

At the beginning of the year, the company switched to new tariff with pay-per-views - this is what our manager at the Sea of ​​Traffic agency advised us to do. By the way, then this model was still run in tests, and everyone could try it. And here our problem was solved - in the new tariff there is an opportunity to expand the geography of impressions.

Now we ourselves indicate regions that are interesting from a commercial point of view, we sell and do not violate the rules of the site!

After switching to the new tariff, the company had to change its advertising strategy. The marketer is responsible for setting up the ad display geography — we previously agreed on the principle of using this tool for various offers. Oversized goods, such as trailers, are now advertised only in the Bryansk region and neighboring regions. Yes, we offer attractive prices, there are buyers hundreds of kilometers away, but delivery to remote cities eats up all the benefits. But small-sized goods with high margins scatter to different parts of the country.

When creating ads, we are guided by the rules and principles of Avito search algorithms. So, in the title should be used all the most popular queries for specific products. In the text of the ad, we give a detailed description and characteristics of the goods, as well as the advantages of our company compared to competitors. Depending on the specific product, targeted keywords are also added to the ads.

The main benefit of changing the tariff is visible in numbers. Previously, we spent about 23 thousand rubles and received 5.5 thousand views and 140 contacts. After switching to a new tariff, the indicators soared to 22 thousand views and 330 contacts. By the way, spending on advertising even decreased. Now we pay 19-20 thousand rubles.

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“We get four times as many contacts, and the advertising budget has been cut in half!”

On Avito, we always bought the Maximum tariff with a branded store page. We spent 35 thousand rubles a month on promotion, received about 3.5 thousand views and 120 contacts. ABOUT new advertising model learned from our manager at the Sea of ​​Traffic agency. Together with him, we figured out the mechanics and recalculated the costs. The forecast was a pleasant surprise - it turned out that the company could achieve better results and at the same time spend less on advertising. Therefore, we decided to switch to pay-per-view.

Changes in indicators were not long in coming. For five months on the new tariff, we have increased the number of ads by five times and occupied a large market share in all cities and regions of interest to us.

Now we get 6.5 thousand views and 470 contacts per month - almost four times more than before. At the same time, we cut our advertising budget in half! In winter, costs will be even lower - as a rule, our ads are viewed less in the cold season. In this regard, we plan to increase the number of ads in order to receive more applications.

The cost of viewing an ad in our category is only 2.2 rubles. This is a good result, but the ads had to be polished for it. We removed unnecessary keywords from the texts that could bring inappropriate views. In the text, we indicate the various benefits for which customers should contact us, and also mention our unique selling proposition - a free trial drilling of the soil. The company has also updated prices. Now the buyer sees how much the final service costs, and we get only hot leads.

My advice to beginners is to control the advance payment for targeted actions when switching to a new tariff. It, like the overall balance, can be viewed in a special section. We did not immediately understand that this was important, and when funds approached a critical point, the ads were removed from publication. Fortunately, the misunderstanding was quickly resolved. After payment, our ads returned to their place, and advertising continued to give results in the same volume.

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How to get more views with the new tariff

With this model, there is no need to spend money on advertising in advance - entrepreneurs pay only for those targeted actions of customers that lead to sales. Together with Alexander Gorbachev, the founder of the Sea of ​​Traffic advertising agency, we put together the rules that must be followed so that ads consistently bring new customers.

Here are some tips on how to use the new tariff to attract more customers:

1. Advertise all year round. Some products have a clear seasonality - for example, building materials are bought more actively in summer than in winter. But there is also an inverse relationship: during the season, the number of ad impressions may be lower, because not only demand is growing, but also competition. I recommend publishing ads on an ongoing basis and comparing results month to month. Whatever one may say, there will be sales.
2. Keep your ads up to date. In order not to pay too much, it is important to immediately remove the sold goods from the publication. And quickly add new positions to ads, otherwise buyers simply won’t see them.
3. Specify real prices. An underpriced ad may get more views and bids than a real priced ad, but they will be as non-targeted as possible. After all, the buyer wants to purchase the product at the price that he sees in the ad.
4. Qualitatively process incoming requests and appeals. Respond to messages within 20-30 minutes - on average, the buyer spends up to half an hour on Avito. Advise clients honestly and identify their real needs. The advice may seem trite, but it's really important.

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Avito is an online commerce platform in Russia with a monthly audience of more than 60 million people across the country. Here, it is easy for novice entrepreneurs to start a business, and it is convenient for large players to promote products that are already in demand.

With the new pay-per-view plan, you will no longer waste budgets and feed bots. Pay only for targeted actions of your potential buyers. If your business is seasonal, the site will offer comfortable conditions during those periods when the demand for goods and services is low, and the connection of promotion will not affect the price of viewing.

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