Boosting sales and decreasing CPO with image ads

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Description
Informative case studies covering the development of Yandex client’s advertising efforts including goals, tools deployed, and end results.
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  • 1. Часть рисунка с идентификатором отношения rId46 не найдена в файле. Часть рисунка с идентификатором отношения rId46 не найдена в файле. Часть рисунка с идентификатором отношения rId46 не найдена в файле. Boosting sales and decreasing CPO with image ads
  • 2. Infoshina founded 2012 Online tire and disc store infoshina.com.ua Project manager Evgeniy Matlay brands 400+
  • 3. Period: Tools used: Increase sales Raise brand awareness Goals September 1 - 14, 2016 › Image ads (Yandex.Direct) › Yandex.Metrica Period: Tools used:
  • 4. Putting things in context 4 Typically around September, car owners beginning switching from summer to winter tires. If tire companies want to take full advantage of this seasonal spike in sales, they need to engage potential customers using as many channels as possible. This level of engagement requires action from the very beginning of the season, particularly to raise brand awareness at the moment potential customers make decisions about purchasing tires. This is where image ads can help. infoshina.com.ua
  • 5. Solution Step 1 Step 2 Step 3 Step 4 Choose bid management strategy Set up retargeting Select keywords Create banners in all available formats 5
  • 6. Step 1
  • 7. Create banners in all available formats 7 Image ads are a relatively new ad format in Yandex.Direct. They appear on partner sites in the Yandex Advertising Network, whose audience has virtually no overlap with Yandex Search’s audience. Infoshina prepared banners in all available formats for both desktop and mobile sites.
  • 8. Step 2
  • 9. Select keywords 9 New groups of image ads were added to existing text & image campaigns. To maximize coverage of Infoshina’s target audience, ads appeared for broad keywords like “winter tires,” “snow tires,” “car tires,” etc. direct.yandex.ua
  • 10. Step 3
  • 11. Set up retargeting 11 Infoshina also used retargeting to show their ads to users who had visited the site in the last 30 days. ek.ua/m337.htm
  • 12. Step 4
  • 13. Choose bid management strategy 13 Infoshina decided to use the “Manual bid management” strategy, and set limits in the form of a daily budget and maximum bid to guarantee good returns on their ads.
  • 14. Results
  • 15. Results 15 Traffic from the Yandex Advertising Network (sites marked in reports from Yandex.Metrica as “Context”) grew by 50% during the course of the campaign. metrika.yandex.ua
  • 16. Results 16 The number of orders from the Yandex Advertising Network (sites marked in reports from Yandex.Metrica as “Context”) also increased by 50% during the course of the campaign. metrika.yandex.ua
  • 17. Infoshina Online tire and disc store Objectives 1. Increase sales 2. Raise brand awareness Tools used • Yandex.Direct (Image ads) • Yandex.Metrica Period September 1-14, 2016 more site traffic from YAN 50% more orders from YAN 50% 17 Before After
  • 18. Case prepared in collaboration with promodo.ua Promodo
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