Prepare strategies for sales and increased demand with a new tool from Yandex.Direct

November 26, 2021

Seasonal Conversion Rate Growth adapts strategies for a short-term increase in conversions.

Yandex.Direct strategies analyze hundreds of factors every minute to ensure campaigns are stable and achieve conversions for goals. Sales and growing seasonal demand often cause a sharp jump in the number of conversions. The new Yandex.Direct tool, Seasonal Conversion Rate Growth, helps you prepare for potential short-term changes by adapting strategies in advance.

Who benefits

This new tool will be particularly useful for businesses that depend on seasonal demand and organize short-term sales.

For example, if you're planning a Pre-New Year's sale, the number of orders and purchases may quickly spike in December, and then suddenly drop back to their original indicators. Use the new setting to alert the strategy of upcoming changes in advance. The strategy will determine that this is an unusual situation for a particular campaign, and when the period ends, it will return to the same indicators as before the promotion.

How to set it up

Select a campaign on Yandex.Direct → Actions → Seasonal conversion rate growth. Determine the period of increased demand and the expected conversion rate growth (CR). You can specify a modified conversion rate for more than one period at a time.

For example, if you know that your usual conversion rate is 10%, and it will reach 15% for the 3 days before New Year's, indicate that the conversion rate will increase by 50% from December 28 to December 30.

To more accurately determine potential growth, analyze last year's data for the same period in Yandex.Metrica or the Report Wizard. Review conversion dynamics for other sales with similar offers as well. If the conversion rate doesn't change in the end, it's possible that the new tool wasn't effective or just didn't affect CPA.

Seasonal Conversion Rate Growth only allows you to adapt strategies for a growing conversion rate. It can't indicate a decrease in indicators.

Results in practice

AliExpress tested Seasonal Conversion Rate Growth as part of a promotion this past August. The chart showed growing traffic, which the strategy provided during the campaign from August 23-27. At the same time, targets were achieved. When the campaign ended, the strategy reverted to its previous indicators.