- Yandex.Direct / Yandex Advertising Network, Retargeting
Period: September — October 2018 (1 month)
Step 1. Optimizing retargeting lists
Refined their retargeting: by promotion type and by progress in the booking process
Developed the structure of retargeting campaigns by steps and excluded audience overlap
Step 2. Improving the ads themselves
Add real photos of the hotel and holiday-themed creatives
Fewer clicks but more efficient retargeting ads
CPC rose marginally after optimization. Click volume remained at levels typical for the off-season.
In the end, however, the retargeting campaign’s efficiency improved significantly: CR rose from 0.2% to 3.35% (16X higher). CR for the “booking” goal was nearly 3X higher. CPA decreased from 3714 to 558 RUB.