Objectives
Tools used:
- Yandex.Direct: Search Ads / Content ads / Image ads / Smart banners / Retargeting
- Yandex.Metrica
Period: january — october 2016
Highly competitive markets require constant vigilance
bonprix has managed to establish itself in Russia since its entry into the market ten years ago. 2015 brought increased competition for its target audience.
In order to maintain and improve its market presence, bonprix made the strategic decision to reach out to new audiences, raise brand awareness, and increase the percentage of orders from new clients.
Step 1. Reach out to new audiences: regions and mobile
Identifying regions with potential growth of new client base
Over 50% growth in number of new registrations in targeted regions
Increased new demand from mobile devices
Orders from mobile devices doubled
Step 2. New format for current audience: image ads
Bids adjustments for image ads
Image ads convey bonprix’s message to potential customers
Increased conversions, especially mobile
CTR of image ads was noticeable higher (especially on mobile) and the CPC was half of that for original YAN ads.
The average cost per order (CPO) for desktop image ads was 33% lower in comparison with regular YAN ads. CPO for mobile image ads did not differ from content ads’ CPO, but order from new users rose by 50%.
Step 3. Increase CR: smart banners, retargeting, bid adjustments by segment
Setting up extensive retargeting strategies by interest
Creating 100+ retargeting lists
bonprix created more than 100 detailed retargeting lists based on their Yandex.Metrica goals.
For example, a user who “visited the ’women’s hoodies’ category” would see a bonprix ad. If the user had also “placed in basket” and “successfully placed order,” ads from bonprix would not appear.