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Open a contextual advertising agency. How to open an internet marketing agency? What is contextual advertising

Internet marketing is a rather young direction, and for many it is still incomprehensible and mysterious. We managed to talk with one of the founders of an Internet marketing agency in Omsk and find out what “promotion on the Internet” is, whether it is in demand, and whether there is money in this niche. The peculiarity of the interview is that it will not be about Moscow or St. Petersburg, as everyone is used to, but about an ordinary city in Russia, albeit with a population of over a million people.

We pass the word to the author

Hello, tell us a little about yourself. Where did you study? Where did they work? With what baggage of knowledge and experience did you approach the moment of opening your own business?

Yes, hello. It is very pleasant that my person deserves the attention of such an authoritative resource. Let's go in order. My name is Ivan. Today I am 23 years old, and when I first started my business path, I was just under 20. I graduated from the Omsk State University of Communications (OmGUPS) with a degree in marketing. In parallel with the "point", he received an education in absentia at the same university with a degree in "English language translator". I did not manage to work anywhere in the course of my studies, except for a part-time job as a loader and taxi driver in the 1st year. And when would I have had time if I took up “my own” in the 4th year?

What motivated you to start the business? How did this idea come to mind? Moreover, at such a young age, when you want to walk, and not work with your head in a stuffy office?

Let's make a reservation right away that I am one of the founders of the agency. There are three of us who decided to start a business together. All had different reasons. Speaking specifically about me, I simply did not have enough money. I traveled by bus from home to university and back, had lunch every day in the cafeteria and bought a pack of cigarettes. All. My "pocket" money was enough for just that. And I wanted, as you yourself said, to walk. And it's good to walk. My friend, and now also a partner, was expelled from the university for a summer internship that was not completed, although there were only “five” in the “record” at the end of 3 courses. The third one is older than us. By that time, he had already received a higher education, but he did not work officially anywhere - he took work on freelance exchanges and lived off it. And so it happened that at one point all three decided to do something that would bring stability and money.

The only thing, please do not ask if I know that you can’t do business with friends. I know, but that's what rules are for, to be broken. We have not regretted and have not quarreled.

You know, maybe we would have considered the options, but we had too little experience and knowledge, so we decided to do what we are best at. We didn't have much of a choice. The freelance partner is a programmer by training. Discharged - computer science, the creation of computer programs for various purposes. Well, I'm a marketer, a "promoter". To be honest, I was the only one who didn’t care, because they taught me to sell anything. As a result, we have gathered a small team, where one can create websites, the other - programs and applications, and the third - to look for clients for these services. In addition, we had the strongest trump card up our sleeve: the mother of one of us was engaged in the design of individual entrepreneurs, LLCs and other things, so she did everything quickly and correctly for us.

Was there a business plan? Or did you decide to start first, and then figure it out?

You have hit the mark". We decided to “roll in” along the way. We found an office for 15 "squares", bought 3 tables, 3 chairs, took inexpensive computers for office work, brought a kettle, microwave, dishes, a hanger from home. Here is such a "collective farm" start, and no hint of luxury. In total, we spent about 100 thousand rubles, which we had for three. Our first clients were regular customers of the freelancer. While he was working, earning at least the rent of an office, we thought out a plan of action to the smallest detail.

And what did you think?

Well, firstly, we realized that our knowledge is great, but any company in the industry can offer the creation of sites and applications, which means that we need something special. Initially, we wanted to work only in the local market, but, looking ahead, I will say that we abandoned this idea. So, as a marketer, I carefully studied the Omsk market and realized that there is not a single company in the city that can do everything from the arsenal of Internet marketing. Some make good sites, but they do not have search engine promotion, which means that the client needs to go to others. Others set up any advertising, but they cannot make a website for a client that they would later advertise. So the idea came that we can position ourselves as the first integrated Internet marketing agency in the city. Well, then came the understanding that for the implementation of this, versatile specialists are needed. It was easy to find them, but there was no point, because there were no orders. And we decided that if we find an order, we will give it to specialists on freelance exchanges and make money on the “cheat” of the agency.

And how did you find clients?

I probably wouldn't be doing cold calls now, but at the time it seemed like a great idea. I, considering myself the smartest, opened 2GIS and started calling everyone: hairdressers, saunas, hotels, car services, etc. Realizing that two of my colleagues had too much free time, I wrote a common script and told everyone to call, indicating a plan for the number of calls for each. We called and said directly: “if you need it, we will make a website for you and set up advertising, and this should bring you customers.” Surprisingly, I found the first client on the second day. The female director said she was interested and ready to meet. I was very worried, but I was able to agree on the creation of a website for her cosmetology in the amount of 60 thousand rubles. We agreed that she would pay 20,000 for 3 months. This is how we earned money to rent an office for the coming months. We didn't even talk about salary, we just wanted to survive as a company. As a result, in 2 months of calls we were able to find two clients to create a website and three clients to advertise. This is a very modest result for three callers in a city of a million people, to be honest. Advertising brought 18 thousand rubles of monthly income, but we did not have our own specialist (we gave the work to a freelancer), so we only had 9 thousand left of them. Sites brought a little more. This brought us 6-9 thousand rubles as a salary. Six months later, we hired our first employee, an Internet advertising specialist, and the four of us worked for a year, raising money for further expansion.

Your staff consisted of 4 people. How did you distribute responsibilities?

As I said, we decided to provide all the services that you can think of in the field of promotion on the Internet. It is important to understand that we have constantly attracted specialists from freelance sites. It's very profitable! We sometimes do this even now. Just imagine: a person does not need to pay a salary, there is a job - contacted him and paid how much, how much it costs. So, everyone oversaw their direction and negotiated with freelancers if there was not enough time or skill to do everything on their own. One made websites, the other - programs and applications, the third - advertising, the fourth - was responsible for new customers and worked to retain existing ones. But over time, of course, the staff has expanded and we try to use the services of freelancers less.

Why? Let down?

It is important to understand that it is unprofitable for freelancers to let down a customer, because then they will lose money and rating, and will also receive negative feedback. Others will see all this and will not want to contact a freelancer. So no, they didn't disappoint. It was just that the moment came when there were already more clients, and it was more profitable to pay an employee 25,000 rubles a month and load him with work than to give a freelancer 200 rubles for every hour. It's only a matter of mathematics here - freelancers are profitable only when there is no way to load a specialist on a salary. Well, a little more in control, because when you see a person, it is easier to check the work than if he works remotely.

What does your state look like now?

There are 3 departments: development, advertising, sales of services. In addition to the three creators, 8 more people work: 3 people for creating sites and applications, 3 for advertising, 2 "salespeople". Well, there is also an accountant who is not on the staff, but works under a contract from an accounting agency.

At the very beginning of the conversation, you said that you wanted to create a stable and profitable company. Did it work for 3 years?

Profitable succeeded, but stable - not quite. This is where the competition is very high. There are many agencies and freelancers who are always looking to pick a client. You gape - there is no more client. Therefore, profitability here is achieved only by constant work to find new customers, and we can only dream of stability. At one point, you can lose all customers. And long-term contracts in this area are not signed - somehow it is not accepted. Clients always believe that they can find better conditions.

Another question. You said that you wanted to work only in the local market, but then you changed your mind. Why?

Two points. Firstly, the sphere is such that geography does not matter, because websites and advertising are the same even in Omsk, even in Moscow. Secondly, when you run an advertising campaign for a client in one niche, you cannot work with other companies in the region in the same niche. you compete with yourself, and nowhere you achieve a result.

I would like to, but it doesn't make sense. Competitors are pressing, customers learn to do many things on their own. To continue earning, you need to do your own projects. For example, make your own websites and sell advertising space there. Or create complex "packages" of services that allow you to "raise" any business from scratch. While we think about it, we look closely. Obviously, if we continue to do what we have been doing, then the collapse is a matter of time. And no amount of "salespeople" will save in a situation where competition is at an outrageous level.

Are you saying that this direction is dying?

In no case! It's just that everyone is used to standard services, and every company can already offer it. The client chooses those who do it cheaper, because The quality of work is about the same for everyone, to be honest. The market needs something new and innovative. And the direction will never lose its relevance, because people will always sell something and need advertising.

What would you do differently if you could go back in time?

I would not change anything globally. But it is worth recognizing that some things really would be better done a little differently. Firstly, we started with a budget of 100,000 rubles, and it was not enough for an advertising specialist. If we had money for an advertiser (for his salary), it would be easier. Therefore, I would have accumulated not 100,000, but at least 200,000. Moreover, the three of us would have done it pretty quickly if we had set a goal. Secondly, perhaps, I would first learn how to call correctly, and then I would do it. Now I already understand that in the first 3 months, when we called the 2GIS database, many customers were lost due to the inability to speak and sell. I'm willing to bet that now our two "salesmen" would definitely squeeze more out of this, moreover, several times over. Thirdly, there was no need to focus only on your city, because in this industry geography almost does not matter.

Imagine that you were approached by a person who is also going to open the same business. What "narrow" advice could you give him?

I would recommend him not to create sites at the initial stage, but to concentrate on advertising. You can make good money on sites, but one-time. And advertising brings income steadily every month. Like it or not, advertising will still bring more. I would also advise using bonuses from partners. For example, the contextual advertising service Elama, which we used in the first year of operation, returned 6 percent of the total advertising budget, which is about 5-7 thousand rubles every month. And Callibri call tracking gave us bonus minutes for our clients to whom we recommended their service. This is about 2-3 thousand per month. These amounts seem ridiculous, but at the initial stage, no company will refuse them. And so, I will recommend creativity, because there are already enough typical Internet marketing agencies.

Thanks for the chat, Ivan! We wish you and your company continued success!

Thank you for talking! I hope it was interesting! Good luck with your publication!

ADVERTISING

With the growth of the Internet audience, gigantic advertising budgets are leaving the pages of the printed press, from television screens and leaving billboard areas. As the Internet coverage of the population grows, advertising is increasingly concentrated on its virtual spaces, which means that the share of advertising budgets flowing into the Internet from the pockets of traditional advertising media is also growing.

This is an objective and quite natural process, since on the Internet you can most accurately convey advertising to the target audience on the day and at the hour when this advertising will be most effective. On the Internet, you can absolutely track how many people saw this ad and how they reacted to it. And this is very important for the advertiser, because it allows you to control the advertising budget and spend it with the highest efficiency.

One of the types of advertising on the Internet is contextual advertising.

The essence of this advertising technique is that the advertisement fits thematically into the content surrounding it, that is, into the context of the page. If you advertise winter car tires, then your ad will be distributed on the pages of sites dedicated to cars and winter car tires.

But, like everything on the Internet today, creating an effective contextual advertising company requires the involvement of contextual advertising specialists. It will be cheaper and faster than making your own bumps, wandering through endless statistics and wasting time in complex ad block settings.

To create contextual advertising and plan an effective advertising campaign, specialists from contextual advertising agencies are usually involved. This is a fairly recent direction in business and graduates in contextual advertising are not yet being released. This means that anyone who understands the technology of contextual advertising enough can earn money in this growing market.

What do you need to create your own contextual advertising agency?

The big advantage of a contextual advertising business is that you can start it right from your home without spending money on office rent and travel back and forth. Of course, you will need a computer or tablet and an internet connection. There are no special requirements for a computer - absolutely any, even an outdated model, will do for a start.

Next, you have to understand the basic technologies of contextual advertising. On the territory of the former USSR, there are two large advertising networks: Google AdWords and Yandex.Direct. Carefully read both manuals on creating an advertising company, and you yourself will understand that there is a limitless field of activity for an enterprising person with a computer. Both Google AdWords and Yandex.Direct are a kind of exchange where you will act as a trader on behalf and on behalf of your customer - the advertiser.

The essence of your activity will be to profitably buy "clicks" - targeted transitions to your advertiser's website. Unlike any other exchange, it is impossible to lose in contextual advertising networks. Here, money is debited from your account only for clicks on your ad unit, that is, for the transition to the customer's website. If you set a lower bid, your bid simply won't work - your ads won't show and the money will remain in your account.

The situation on the contextual advertising market is changing every second, and a person who does not monitor these changes constantly, does not know the trends, will not be able to plan and conduct an effective advertising campaign. Anyone who constantly monitors the contextual advertising market, changes in its main indicators, daily and seasonal rate fluctuations can create a profitable contextual advertising agency.

The contextual advertising market is growing and it is not difficult to find customers. For a start-up contextual advertising agency, freelance exchanges can be a good place to find advertisers. If you are fluent in any foreign language, then it is better to go directly to the advertising markets of native speakers - there earnings are much higher, and the principles of Google AdWords are the same everywhere.

On the Internet, you will have to use different advertising platforms, the most effective by far is contextual advertising. In the Russian-speaking space, the Yandex search engine is the most popular, and it is its contextual advertising service that we will analyze in great detail today.

In this article you will learn:

What is contextual advertising

You have seen many times that when you visit different sites, the ad unit shows what matches the theme of the page, or what you recently searched for on the Internet, planning to buy some product or order a service. If you currently search for what interests you, Yandex in the first three lines will display sites that match your query and are marked as advertising.

Search. This is the ad that appears in the first lines of the search and attracts the attention of the client, after which he already visits your site.
Thematic. This advertisement is based on remembering the history of your search, and if you want to buy a house in Montenegro, then for a long time you will be followed by ads for the sale of real estate in this country on all partner sites. Another option is when thematic advertising is configured based on the content on this site.

How Yandex Direct works

To use this system, you must be a registered user of Yandex, for this it is enough to have a mailbox yandex.ru. Next, you need to select all Yandex services, open Direct and you will be taken to your advertising account, the rest of the actions will be performed in it.

It is worth noting that Yandex direct works on clicks, which means that payment occurs only for a click on your link. When setting up an advertising company, you yourself can choose the cost per click, which will determine the location of your ad in the ad unit.

The payment system there is advance, that is, you will have to replenish your account before launching an advertising company, and for each transition you will be charged a set amount of money. When the funds in the account run out, the ad will stop showing to users until you replenish the account.

The cost of each click will vary depending on the performance of your company. As efficiency increases, the cost per click will fall. Efficiency can be calculated very simply, this is the number of impressions divided by the number of clicks, but setting up an effective advertising campaign is much more difficult.

How to set up Yandex Direct

In the absence of experience in this area, for any beginner, the task initially seems super difficult, but when you figure out how to set up Yandex Direct on your own, having worked through several advertising companies and be sure to analyze their results, the system of work, the principle of selecting keywords and creating descriptions become clear. With experience, fear disappears, and it will be comfortable to work with the service.

Let's see step by step what needs to be done:

Log in to your Yandex profile using your mail username and password.
Go to the Yandex Direct page and start generating sales, as the service itself promises us.
Click "Public Ad"
Attention! You must select a professional interface. This is a very important point, because the functionality of the light interface is very limited, the ability to set your own CPC is closed, and in general it is rather inconvenient.
Set up an advertising company, it is worth dwelling on this point in more detail.
Set the cost per click to be no lower than the guarantee entry, that is, getting into the SERP on the first page of the search. You can also use the proposed strategy "Impression in the block at the lowest price".
Pay and start a company
Now you have to wait until the company is checked by moderators for compliance with the rules for displaying advertising materials. Once your ad has been reviewed and approved for display, you will receive an email.

Please note that payment is possible both before and after moderation.

The ad is running, you can start getting clicks right away, but the work is not over yet.
Analyze and optimize the company. Each ad shown requires attention, time, possible adjustments, bid changes, adding or changing keywords, performance evaluation.
Get new customers and take the first position in your market.

If you do not have enough experience to work with Yandex.Direct directly (or if you want to speed up the launch of the campaign), use the SeoPult contextual advertising automation module. The system itself will select key phrases, create ads, manage bids and impressions "on the machine". From you - only the basic settings. Conveniently, with the help of SeoPult, you can run ads simultaneously in Yandex.Direct and Google AdWords, which saves a lot of time. The automation system is free to use, so it's definitely worth a try.

How to set up an advertising company

Let's take a closer look at the main nuances of how to set up Yandex Direct with your own hands.

The first thing that is necessary for the effective operation of an advertising company is to determine its goal. What do you want to achieve with advertising, who to attract to your website or store. You need active traffic that is interested in you target audience, so the next step is to understand who exactly your target audience is and where it lives. Far more than one advertising budget was merged when setting up a display for the whole of Russia. You don’t need to do this, limit the range of impressions only to your city or region. At first, you should not use it when setting up Yandex Direct, impressions for relevant phrases and thematic sites, this will also save your budget.

The next step is the selection keywords, which will reflect what you offer, based on what your target audience is looking for. Why you can use the service from Yandex itself wordstat.yandex.en and only then finalize them in Yandex.Direct. There are various options for which keywords to use, but at the initial stages, you definitely shouldn’t take high-frequency queries, as you find yourself in a zone of active competition with more experienced market participants. Pay attention to medium and low frequency queries, this will significantly increase the efficiency of your company.

Now the most interesting thing, you need to make a catchy advertisement so that a person wants to click and find out the answer to his question, while using selected keywords in the text. Particular attention should be paid to header, in which you can write a maximum of 56 characters in Yandex Direct. Insert a call to action into it, as well as such catchy words as "Guaranteed", "Fast", "Easy", "Cheap" and others.

The main thing to remember is not to try to cram all the keywords into one advertising company. To professionally set up Yandex Direct, you need to create your own ad for each keyword.

Minus word function used in Yandex Direct

The Russian language has many synonyms, similar meanings, homonyms, etc. Yandex interprets all keywords as widely as possible in displaying your ads, and in order not to throw away money and reduce the effectiveness of your advertising campaign, you need to set up negative keywords for Yandex Direct.

For example, you sell antique keys, set up relevant keywords, and your ad will be shown to those who are looking for wrenches, a turnkey website, and so on. All these people are not interested in your offer, most likely, they will not even follow the link, lowering the effectiveness of the ad, and if they click out of curiosity, then this is minus the budget.

Negative keywords are used to remove unwanted impressions, it is very easy to set them up, everything you enter will not be taken into account in the search for showing your ads.

When creating negative keywords in Yandex Direct, you should take into account several nuances. You need to set the words as accurately as possible, writing down all similar queries and frequent typos, Yandex itself will not do this for you in this case, trying not to reduce impressions for relevant queries.

Choose a match accuracy, wide, when all words in the phrase are taken into account, no matter where they are in the query, even if they are separated from each other by other words. There are also phrase and exact match, they increase the display of your ad without taking into account any changes applied to negative keywords in the query.

Additional features of Yandex Direct

If you don’t want to set up Yandex Direct on your own, maybe it’s difficult for you, or you just don’t have time to select keywords, create ads, and most importantly, monitor the progress of the company and adjust it in time, track the number of transitions, hit the target audience, and so on, then you offered fare Carefree when your advertising campaign will be set up and maintained by the Yandex Direct manager. You are required to fill out an application and allocate at least 15,000 rubles for an advertising campaign. Of course, you always have the opportunity to independently make changes to the company and monitor its progress and efficiency.

You can also use the services of advertising agencies, the prices and conditions for advertising are different for everyone and you need to choose the appropriate option very carefully.

It does not matter who will lead your company, you yourself, Yandex managers or an advertising agency, it is worth remembering that launching an ad is only the first step in the work, then the task is to constantly optimize the advertising company, reduce the budget spent on it and increase the number of clicks, and with them and arrived.

How to set up retargeting in Yandex Direct

To begin with, it is worth deciding what retargeting is and how it differs from targeting and no longer confuse these concepts. In these terms, due to their similarity, it is very easy to get confused, so let's figure it out.

Targeting- this is the definition of your target audience according to various parameters, such as their interests, activity in social networks, subscription to media personalities, their groups and communities of interest. To do this, you can use special services such as Cerebro and others like it. The main task is to find points of entry into your target audience for the subsequent selection of keywords for your advertising company.

Retargeting- this is a little different, it is also sometimes called remarketing. Retargeting allows you to keep your customers, constantly remind them of yourself and return them to your site again. It keeps track of those who visited your site, were interested in your services, and constantly reminds them of you.

If targeting is looking for your target audience that does not know you yet, then retargeting, on the contrary, identifies your customers or those who have already been interested in your project once, visited the site, chose something in your store, but did not buy anything. All these clients already know about you and, accordingly, are warm clients, which are much easier to work with.

Retargeting options

Retargeting functions allow you not only to remind old customers about you, to return the target audience that did not reach sales, but also to sell complex multi-level products in a few touches, such as trainings created on the principle of passing steps, accessories for your products that the client bought last time , or services that are constantly required, such as hairdressers and beauty salons.

Many products require maintenance or repair over time, some quickly become obsolete, some can be endlessly offered with related accessories, and so on. All this requires retargeting. Of course, it is not the only tool in the arsenal of an Internet marketer, and it can and should be used in conjunction with tools such as e-mail marketing, working with social networks and much more.

How retargeting works

You install a retargeting code on your website or online store and record user activity throughout the site and in specific sections. Further advertising goes in two ways.

For example, you sell children's clothing. Some visitors to your store come in, study the assortment, but do not buy anything. They record the sections that they viewed on the site, clothes for pregnant women or for girls 2-6 years old, and the like. Then they see advertisements of your store everywhere with some additional offers, such as "Discount on the entire summer collection for girls 2-6 years old" and others that can encourage them to return to you.

The second way is advertising for your customers who have already placed an order. For example, you bought a stroller of a certain brand, after which you set up an ad "We have covers for such and such a stroller." That is, offer additional products and accessories to make the client permanent.

This example clearly shows what the point of working with warm clients is, now let's look at how to set up retargeting for Yandex Direct on your own.

How to set up retargeting

Setting up retargeting is no more difficult than setting up any other advertising company, but for the correct display of an ad, you first need to set up goals in Yandex Metrica, then create conditions for displaying ads based on them. As already considered in retargeting, 2 groups of site visitors cling, those who bought something, subscribed to the newsletter and those who just looked.

It is under these 2 categories that we prescribe the conditions. For the first category, check "One condition met" or all, it doesn't matter. For the second group, set "Not a single condition is met." Set the time frame for which the condition will be considered. We create the ad. We launch.

Some nuances that you should pay attention to when setting up retargeting:

Create a separate ad campaign for retargeting
Wait for the metric to collect a large amount of data.
Retargeting can be run with keywords, or you can only use the collected data.
Bright catchy ads, promotions, discounts.
Several options for ad texts for each condition.
Set the rates higher, here you work with warm clients, it is much easier to bring them to your site.
Of course, analysis and adjustment, as in any advertising company.

How to make money on Yandex Direct

Yandex Direct allows its users not only to carry out advertising campaigns for their websites and stores, but also to earn money on Yandex Direct using their website as an advertising platform.

Earnings on Yandex Direct is built as follows, Yandex evaluates your site to what extent it is suitable for placing contextual advertising. The requirements are quite strict, the site must be visited by at least 500 unique visitors per day, the site must be hosted on a paid hosting and made for people. If your site has passed Yandex filters, then this indicates the high quality of your site, and you become a Yandex partner site.

Which factors affect cost per click? First of all, this is the traffic to your site, its subject, how competitive it is, and how the ad matches your theme, that is, how relevant it is. For example, the cost per click on a site about real estate and cars will be several times higher than on a blog about cross stitch. At the same time, in the same blog, a click on an advertisement for the purchase of embroidery kits will cost decently. There are many other factors that Yandex Direct takes into account when determining the cost per click. With the experience of using Yandex Direct for earning, you will find the most successful location of blocks on the site in order to increase conversion and increase your income.

The main thing that can be concluded is that if you have a unique well-visited site, then you can make money on Yandex Direct without much difficulty, without making any effort. I also advise you to familiarize yourself with other opportunities for making money on the Internet on this one.

Do not want to engage in sales, and production is not for you? Ask how the advertising business works. Perhaps this way of earning is suitable for you.

♦ Capital investments – 700,000 rubles
♦ Payback - up to 1 year

There is an erroneous opinion that creative people will never be able to open a profitable business, and vice versa, entrepreneurs, completely devoid of imagination, will never launch a creative startup, preferring the old proven methods.

However, there is a field of activity that combines creativity and business, which suits both "physicists" and "lyricists", which is quite easy to start from scratch.

If you do not want to engage in buying and selling, and production is not for you, then ask how to open an advertising agency.

Perhaps this creative and interesting way to make money will suit you.

Advertising business: what is it and how to open it

distributes outdoor advertising;
promotes the product in the media;
conducts PR campaigns, including political ones;
advertises its client on the Internet;
conducts SMS marketing.

This is what most advertising agencies do.

Domestic businessmen who want to open an advertising business often focus on one thing.

They think for a long time where to start, and in the end they start promoting their client on the Internet (the most promising and inexpensive way of advertising) or organize a PR agency promoting the latest brand, politician or star.

On the one hand, opening a narrow-profile agency is profitable, because you do not need to hire a large staff or rent a giant office.

On the other hand, there is a risk that you will not be able to build a client base, because few people who need advertising will enter into contracts with several agencies to market their product in different ways.

How should an advertising agency work if I decide to open one?

Advertising business owners have two options:

Engage in the promotion of one client in various ways.
Form a base of many clients of varying profitability.

The first option is not very popular in our country, except that we are talking about a political PR campaign (often advertising agencies are created by a specific politician to promote themselves).

But abroad, manufacturing giants prefer that PR people focus only on advertising their brand, not spraying on others.

That is why companies such as Coca-Cola, Pepsi and others know where to start conquering the market of another country: by opening a branch of an advertising agency in this state.

The main thing for you is to start building a client base, and then you will find your bearings: you will be able to catch a big fish, you will only be engaged in its promotion, if not, you can make good money on small clients, the main thing is that you have:

advertising space (contracts with the media, websites, etc.);
personnel who are able to create impeccable and creative PR products;
structures (banners, cubes, etc.);
normal technical equipment;
partnerships with, which will quickly and efficiently print the products you have created in large quantities.

Without what it is impossible to open an advertising agency?

Creativity.

You must be a creative person with a rich imagination.
If you are a hopeless "physicist", then you will not be able to control the actions of your subordinates.

Stress resistance.

In the advertising business, there are different instances.
Sometimes products have to be redone several times until you please the client.
Moreover, the customer will not always express his dissatisfaction politely and tolerantly.
Among entrepreneurs, there are different instances and you need to learn how to find a common language with everyone.

Be a good psychologist.

Again, you have to deal with different clients.
Some will come to you with ready-made ideas, expecting only their high-quality implementation in promotional products, and someone will contact you with the wording “I want this, I don’t know what” and you must quickly assess the client in order to understand what exactly he needs offer.

Sociability.

You will have to communicate a lot with people, and if you start to blush in the company of strangers, then it makes sense to think about opening not an advertising agency, but something else.
Communication is indispensable in this business.

Be a good manager.

The advertising business is still a business.
If you gush with ideas, but are unable to organize the work of staff, calculate income, and guess to cut costs where possible, then your agency will quickly burn out.

Of course, the lack of these qualities should not necessarily prevent you from opening an advertising agency.

You can hire people who will have all the necessary qualities for the advertising business.

But still, it is better if the boss sets an example for his subordinates and is well versed in the business he is engaged in, which cannot be said about many unsuccessful businessmen.

If you decide to open an advertising agency from scratch, then you may want to take the advice of professionals who know how to start your business in order to build up a client base as quickly as possible and get the first profit:

Come up with a creative name for your business.
Customers will pay attention to the name of your company.
They will understand: if you are not able to come up with an interesting name for your company, then how can you come up with a creative and effective advertising campaign for them.
The name of the agency should be short, memorable, and easy to match with the products you will be using to promote your business.
Do not rush the day after you decide to open an advertising agency, trying to catch the "big fish".
Work with small companies doing small orders for them.
So you will gain experience and learn to better understand the customer.
When offering your services to potential clients, talk about your uniqueness.
It is impossible, when calling customers, to say the same thing to everyone on the phone: “Hello. Manya's name is Ivan Ivanovich.
I have decided to open an advertising agency and offer you my services.” Tell me what makes you different from your competitors.
Be sure to study your competitors: the advertising campaigns they ran, their pricing policy, what their customers were especially happy and dissatisfied with (if possible), etc.
This will help you avoid common mistakes at work.
Do not forget that the advertising business also needs to be advertised.

How to advertise an advertising agency that you have decided to open?

The most effective ways to promote a new agency are:

Phone calls.

You take a directory of enterprises in your city and start methodically calling them, informing them that a unique advertising agency has finally opened in your city that can conduct an effective and original PR campaign from scratch.

You need to get the email addresses of enterprises in your city and send them letters with a proposal for cooperation.
Work on the text of the letter in order to hook the client from the first lines, otherwise your message will end up in the basket even before reading.

Mass media.

Banners, cubes, bulletin boards, etc.
The main thing is that your ad is interesting and attracts attention.

Don't underestimate their power to spread the information you need.

Word of mouth radio.

One happy client will tell another happy client about a great advertising agency that has opened, and you'll quickly build a client base.

Having a website immediately suggests that you are a serious company that you can do business with.

How to open an advertising agency: calendar perspectives

Launching a startup like advertising business, does not require a long preparatory process.

If you decide to open an agency, then you need to take care of the standard steps: registration, finding a suitable office space, recruiting staff, purchasing equipment, and finding clients.

If you quickly implement all of the above and get smart assistants, you can launch a startup from scratch in 5 months, in extreme cases - in six months.

Stage	Jan	Febvre	Mar	Apr	May
Registration
Office search and repair
Purchase of equipment
Recruitment
Search for the first clients
Opening

How to open an advertising agency: the main stages of launching a startup

We have already talked about what needs to be done to open an advertising agency.

And now let's take a closer look at all the stages of launching a startup.

Registration

Choose one of the appropriate forms for opening an agency: IP, LLC, CJSC.

The simplest in terms of registration is the first form - IP, but the other two will require cooperation with a qualified lawyer, because it is quite difficult to deal with all the nuances of the procedure on your own.

Choose a form of taxation that will not ruin you at the beginning of the launch of an advertising business, for example, UTII.

room

However, you should not climb to the remote outskirts, since it is unlikely that any of the businessmen will want to travel so far to get acquainted with samples of your products.

If you still decide to save on rent and open an agency too far from the center, then be sure to take care of creating a website to make it easier for your customers to get to know you.

Do not invest too much money in the renovation of the rented premises.

You are not a restaurant, so you should not amaze with the interior.

Neutral-colored walls can be decorated with samples of the most successful products made by your agency.

But the area of \u200b\u200bthe room in which you will work depends on how large an advertising agency you decide to open.

If you are targeting a modest business, then at first you can rent 1-2 rooms for an office in one of the office buildings for several employees to work.

Serious agencies need offices with a total area of at least 50-60 square meters.

Staff

The number of employees you need to hire depends on how big of an advertising agency you decide to open.

To start a small agency, you definitely need to hire:

two designers, one of whom will be engaged in the manufacture of a creative product, and the other will perform technical work: layout, etc.;
a manager whose main task is to attract new customers;
cleaning lady - without her, you will drown in the mud.

You will perform the functions of the head of an advertising agency: negotiate with clients, conclude contracts, attach advertising in the media, etc.

If you can handle the bookkeeping on your own, then save on the position of an accountant. Otherwise, you will have to hire an accountant or conclude an agreement with an outsourcing company.

And you can’t do without a programmer, since your main equipment is computers. He can be hired part-time.

	Qty	Salary (in rubles)	Total (in rubles)
Total:			74 000 rub.
Designers (technical and creative)	2	20 000	40 000
Manager	1	15 000	15 000
Cleaning woman	1	9 000	9 000
part-time programmer	1	10 000	10 000

Equipment

Advertising agency equipment is expensive.

You will definitely need computers, and designers need powerful machines for work, which are very expensive, printing and office equipment, furniture, stationery and more.

The main expenses for office equipment will be as follows:

Item of expenses	Qty	Cost (in rubles)	Amount (in rubles)
Total:			RUB 500,000
Computers or laptops	4	40 000	160 000
Laser printer	1	10 000	10 000
Scanner	1	10 000	10 000
Xerox	1	30 000	30 000
Large format printing press	1	100 000	100 000
Cutting plotter	1	70 000	70 000
Telephone sets	2	1 000	2 000
tables	4	4 000	16 000
Visitor chairs and office chairs	8	2 000	16 000
Plumbing for the bathroom		10 000	10 000
Other		76 000	76 000

How to open an advertising agency and how much does it cost?

People who are interested in the topic of how to open an advertising agency are worried about the question “How much money will have to be invested in starting this startup?”.

Those who hoped for minimal spending will be disappointed.

As you can see, you need a decent capital investment in order to open an advertising agency.

If you were unable to collect the required amount on your own, then it makes sense to think about attracting a partner who would take on part of the costs.

After all, you expect not only one-time, but also monthly investments:

We offer you to watch a video about what you need,

If you open an advertising agency, how quickly will the costs pay off?

Another way is personal visits of the head or manager to organizations that need advertising.

You set the prices for your services yourself, focusing on the price level and financial capabilities of the inhabitants of your region.

You can work in the lower, middle or higher price category.

script - 10–20,000 rubles;
company logo - 20–30,000 rubles;
banner layout - 5–8,000 rubles;
layout in the media - 10–15,000 rubles;
original layout for a corporate publication - 20–30,000 rubles;
souvenir products - from 1,000 rubles;
a full-fledged PR campaign - from 100,000 rubles. etc.

In addition to orders from clients, you will receive a percentage of advertising in the media (this should be done only after agreement with the client).

A good income is 400–500,000 rubles per month.

It is very realistic to have such an income if you manage to acquire at least ten regular customers, do not ignore small orders and constantly work to expand your customer base.

The main thing is that the income of your business should not be lower than 200,000 rubles per month (after all, this is the amount your monthly expenses make up), otherwise you will work at a loss, which means the meaning open an advertising agency is lost.

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Have you heard of successful advertising campaigns? Do you want to create your own advertising agency? Not so simple. Every year, the advertising market in Russia increases by a third: many young companies offer services, but only a few occupy leading positions.

Successful firms include teams of professionals who provide a quality, unique, informative and creative product to the customer. Forget about mediation right now if the advertising business has been beckoning you for years.

Such "temporary" part-time jobs shorten the life of the agency to 1-2 years. This article contains an exhaustive answer to the question that interests many: “How to open an advertising agency from scratch?”.

There are many examples and ready-made business plans in the public domain that have become successful starting points for companies. But it is best to draw up an individual plan for a startup. The business plan of an advertising agency must be designed for at least 5 years.

production plan (premises, equipment, machinery);
description of the enterprise, company, range of services;
main development goals, direction of activity and detailed growth program;
financial side (amount of investments, costs for specific positions, expected profits, profitability);
time frame for the return of funds, self-sufficiency, profit;

It also takes into account the amount of financial injections. The rate of return on business depends on their size. On average, the first profit is tangible after 3-12 months.

Start-up capital

On average, you need 500-600 thousand rubles to open an advertising agency:

100 thousand - repair and rental of premises;
250 thousand - equipment and office equipment;
100-200 thousand - (depending on the number of employees);
50 thousand - advertising campaign.

Registration of entrepreneurial activity

Takes several weeks. You decide which form of registration will be the most practical:

If there is only one founder, then it is financially and legally more profitable. LLC and JSC are intended for establishment by several persons.

Work space

No one will force you to buy or rent an office space. You can work online from anywhere in the world. But there is no more fruitful work than live communication with colleagues.

Renting or buying office space- it all depends on financial capabilities. Do not forget that, most likely, you will have to redo the repair in the room and purchase equipment for work.

Arrange comfortable workplaces for employees and purchase comfortable chairs for customers.

From office equipment you will need:

powerful computers;
printers and scanners;
corporate mobile devices.

Does not fit equipped kitchenette, air conditioning.

Customer Feedback

Create a website where the client can get acquainted with your activities in detail, view your portfolio, leave a message or comment.

Get an email, several phone numbers, a Skype account so that the customer can communicate with you in any way possible. Openness and live communication inspire confidence in the company.

Recruitment

The team of employees is the most valuable capital of your business. At the same time, the number of participants in a startup project is unlimited. It is most effective to assemble a team of 5-7 highly specialized specialists: a creative manager, a graphic designer, an account manager, and assistants.

To attract worthy personnel, you need appropriate promising working conditions:

a system of bonuses and bonuses for the volume and quality of work performed;
motivation.

The latter must be both tangible and intangible. In addition to high wages and career growth, for good work results, offer:

extra days off, vacation;
Personal Area;
business trip and so on.

To solve financial issues, it is better to hire an economist at least for the first time. Experts can help you save significant amounts of capital .

You have to give credit to freelancers. Pick up a couple of talented guys on the network and from time to time entrust interesting projects in case of emergency, creative stagnation, and also for the purpose of effective distribution of responsibilities.

How to survive in tough competition and stay afloat: customer base

A quality product will never go unnoticed. But even if your team can even sell meat to a vegetarian, don't expect rich and lavish customers. You need to look for them yourself.

This job falls not only on the account manager. Good connections and cooperation with worthy partner companies that specialize in printing, printing, and advertising are extremely important. This will help to handle orders mobilely and provide a quality product.

Pitfalls of the advertising business

The dull face of the company. As a shoemaker goes without shoes, advertising agencies are often left without a bright, creative name. If you are claiming to be a creative pedestal, then first of all take care of a non-standard name and flashy logo. Would you yourself trust advertisers whose name does not evoke any emotions?
Openness to cooperation and desire to work for results at any time of the day. Worthy clients will brighten up your portfolio and improve your reputation in the eyes of a potential customer. But to refuse small or budgetary tasks is contraindicated. Clients are all-seeing, and pickiness will scare away the most persistent customer. Offer all possible help and even a little more at any time, so that your interlocutor feels protected and feels that low sales are in the past.
Lack of unique services. Many companies become successful thanks to small but very useful services. For example, 1000 flyers or business cards as a gift when ordering from 50,000 rubles, recommendations from experts on improving the logo, slogan, brand. The client will be interested and will definitely return next time.
Lack of contact information in public sources. Local media, directories, forums will fit to disseminate information about the company.
Improvement and continuous learning. The business environment is changing daily. Dynamics are not always stable, because in order to remain in a leading position in the market, it is necessary to adapt. Development and new knowledge will come in handy. If your team does not have an incentive to polish talent, then the campaign is a failure in advance.

Business Profitability

It largely depends on the specific region, the formed price segment and the demand for services.

On average, the company makes a profit of 20 to 40% of the cost of the order. The most expensive projects are the development of the organization's style and logo - from 40 to 70 thousand rubles. After the project has paid off, the business can bring from 250,000 rubles a month.