Goal
Increase online sales
Tools used:
- Yandex.Direct / Search ads / Dynamic ads
- Yandex.Metrica
Period: January 2018 — October 2019 (22 months)
Akson launched a Dynamic ads campaign based on their site and product feeds
They set positive bid adjustments for users who visited the site or placed orders previously
They set up the following bid adjustments for their Dynamic ad campaigns:
- by target audience: increase bids for users who visited the site or placed orders previously (in other words, their retargeting lists)
- by age and gender: disable impressions for users younger than 18 years old, and increase bids for users old enough to be economically active.
How introducing Dynamic ads led to changes in Akson’s account structure
Result: average check size from Yandex.Direct grew by 150%, while Share of ad spend dropped by 88%
There are thousands of products in the Akson online superstore, and this assortment updates regularly. Dynamic campaigns allow you to quickly cover all positions, or vice-versa, to focus on categories that we are currently prioritizing. An up-to-date ad is generated automatically for each product item, freeing up our managers’ resources that can be focused on more creative tasks related to optimization.
After launching Dynamic ads, Akson got rid of their category-based campaigns, reducing the overall size of their account. Now there are about 50 campaigns instead of 500, allowing for more flexibility and for faster changes to bid adjustments. This format saves a specialist about 2/3 of their time.
