GAZ
Case results
3.4M
impressions
1.9M
reach
+69.7%
Search Lift for GAZ
+205.5%
Search Lift for Sobol 4WD
Client
GAZ automotive plant, https://gazglobal.com/azgaz/gazelle_next/
Figures
Founded in 1932, GAZ sells vehicles in 40 countries and owns 50% of the light commercial vehicle market in Russia
Goal
Support brand awareness of the Sobol 4WD
Tools used
- Yandex.Direct / Display ads
- Yandex.Metrica
- PowerBI
Period: 01.08.2019 — 30.09.2019
Step 1. We prepared a video for the campaign
Prior to launching the campaign, we had to choose the best out of two ad clips. We showed both videos to our target audience and analyzed:
- Impressions
- Clicks on the ad
- Time spent on site
- Number of pages viewed
- Post-click conversions
We selected the most effective video based on the results of our analysis.
Step 2. We gathered our audience
In the beginning, we assumed that Sobol 4WD was going to be more popular among fishers and hunters likely to appreciate its cross-country capabilities. However, as we began to gather the audience, we realized that we couldn’t use all the interest-based targeting types at once, so we chose the ones that best matched our goals and showed our ad to men aged 18-54 interested in cars, SUVs, pickups or trucks.
Step 3. We optimized our sites and adjusted bids
To optimize the campaign, we focused on ad sites that proved to be more effective in the context of clicks and user behavior.
Then we adjusted our bids, giving a higher priority to desktop users. Although CPM is higher on desktops compared to mobile devices, full views are 80% more frequent on desktops. Desktops also brought us more clicks and conversions.
Results
Search Lift measurement and increase in brand queries
- Users who saw the ad searched the GAZ brand and Sobol 4WD more often on Yandex: post-view search interest in the brand increased by 69.7% and interest in the model grew by 205.5%.
- The post-view audience used the car configurator tool on the site more often.
- The best Search Lift was demonstrated by users aged 25-34 and higher than average income.
Search Lift among demographic groups for GAZ
Search Lift among demographic groups for Sobol 4WD
- The maximum number of post-view queries for GAZ and Sobol 4WD was observed at the end of the campaign.
Branded post-view queries for GAZ
Branded post-view queries for Sobol 4WD
- Users from Russia’s Central and South Federal Districts demonstrated the highest interest in Sobol 4WD, and the users from the Central and Siberian Federal District demonstrated the highest interest in the GAZ brand.
Search Lift by federal districts for GAZ
Search Lift by federal districts for Sobol 4WD
Case prepared in collaboration with the CVG agency