CITROËN
Case results
+72%
CTR
+103%
CR
-22%
CPL
Клиент
CITROËN (part of PSA Group) French automobile manufacturer, citroen.ru
В цифрах
1919 founded, 2,973,000 cars sold worldwide in 2015
Goals
- Boost impact of mobile traffic
- Increase conversions
Tools used: Yandex.Direct
Period: March 2016 — current
Putting things in context
The end of 2014 and beginning of 2015 was a tough time for the automobile industry.
Though the market stabilized by the second half of 2015, after dropping to levels comparable to a decade before.
Citroen wanted to use all possible channels to attract consumer demand.
Step 1. Determine KPIs
Citroen decided what their KPIs were — users’ main activities when they visit Citroen’s site.
Step 2. Divide campaigns by device type
Citroen originally divided their campaigns into paid search and content. Now each campaign type is further split into mobile and desktop campaigns.
Step 3. Set up bid adjustments
They increased bids in campaigns targeting mobile users by 1200%.
To prevent ads targeting desktop users from appearing to mobile users, they set -50% bid adjustments for impressions on mobile devices.
Bid adjustments make ad impressions more likely
Step 4. Analysis and conclusions
Citroen analyzes the selected mobile campaigns’ results each month.
In addition, they synchronize their customer data: the list of applications from the agency’s analytics system, each assigned a unique ID number, is compared with the requests in the client’s CRM system.
Results
CTR
CR
CPL
the Citroën Russia Team
The agency’s idea to emphasize mobile campaigns worked: the traffic we were able to attract traffic from our target audience converted well in terms of requests for test drives, callbacks, and credit applications.
Case prepared in collaboration with the MGCcom agency
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