Promotion of acquiring to a Russian-speaking audience

How to promote a complex product

Payment processing system (Internet acquiring) is a product that is specific both in terms of finding and attracting a target audience, and in terms of building communication with it.

Study and strategy

We conducted a study in the course of which we:

• identified key competitors in the Russian market and in the CIS countries,
• identified the advantages and disadvantages of Sunset Ventures Internet acquiring in comparison with its competitors,
• identified the key points related to the legal aspect of the activity.

After that, we conducted a series of workshops with the client and identified what potential market segments we can get based on understanding the characteristics of the client's product.

We identified three key segments of the target audience for product promotion:

• 1. Russian merchants doing business in Russia (from high-risk business sectors),
• 2. Russian merchants who want to go global,
• 3. Merchants outside of Russia who want to process for Russian clients.

Based on the findings, a strategy for promoting Internet acquiring to a Russian-speaking audience was created.

Preparation

To collect leads in accordance with the strategy, we created a prototype of the landing page.

Since we had three completely different audiences, for each we proposed our own key message and adapted three versions of landing pages for each segment:

Russian merchants from high-risk business sectors, Merchants from CIS countries, Russian entrepreneurs living abroad and doing business internationally.

For the launch, we have prepared a series of banners on which we outlined the key message and the main advantages of Sunset Ventures acquiring.

Advertising campaign

Within a limited budget, contextual advertising (search and networks) was chosen as the main promotion tool.

A preliminary analysis of key queries was carried out to assess interest in the product, the volume of the target audience and the expected number of leads.

As part of conducting contextual advertising on search and on the web, we:

• created and set up advertising accounts in Yandex and Google,
• connected and configured Yandex Metrics and Google Analytics, set up goals,
• prepared a semantic kernel (a list of keywords and negative phrases for promotion in both networks),
• compiled a list of competitors in the market to promote the product as an alternative for those looking for a specific acquiring,
• worked out ads and banners to launch an advertising campaign on search and in networks,
• monitored the performance of advertising campaigns and compiled weekly reports with recommendations,
• adapted advertising campaigns and adjusted the bidding strategy,
• prepared a final report for the entire advertising period.

Results

• 83 leads during the advertising campaign period from 03/15/2021 to 04/22/2021

As a result of adjusting the bidding strategy and switching from a pay-per-click strategy to a pay-per-conversion strategy, Yandex managed to double the conversion rate in conversions and reduce the cost per lead by almost 30%.

If we compare the results of an advertising campaign in Yandex and Google, then the best result in terms of the number of leads, their cost and quality was shown by Yandex.

For advertising clicks from search and the Yandex network, we received 67 conversions against 16 leads from search and the Google network.

At the same time, the final average cost per lead in Yandex was more than 4 times lower than in Google.

The main result of this advertising campaign was that we created a working model of lead generation, which the client can later scale and expand to attract new customers.