How Aimix Group achieved an average annual sales revenue growth rate of 130% for 10 years

Find out how concrete construction machinery manufacturer Aimix Group worked with Yandex Direct to strengthen their brand in Russia.

Our company has been active for more than 40 years, and Russia was a key target for our service exports for more than 10 years. We’ve been working with Russian construction companies to build anything from residential buildings and commercial complexes to infrastructure projects such as roads and bridges.

Despite our strong presence in the Russian market, we know there are many competitors in the concrete equipment industry. We constantly optimize our marketing strategy to stay current and ahead of the competition.

One way to do that is to stand out on search engine results pages, and look at different tactics to successfully promote our products and services, including:

• market and keyword research,
• market positioning,
• advertising optimization,
• and landing page optimization

Our customers usually have a good understanding of concrete equipment-related industry information and are able to select appropriate products based on their specific project circumstances.

So our advertising goals are twofold; creating awareness, and providing in-depth information to an already-knowledgeable audience.

We decided to work with an ad network that had the biggest reach into the Russian market.

After comparing several services, we chose Yandex Direct. It also provided very precise targeting tech so we knew we’re reaching our target audience effectively. Usually, that’s a common challenge in B2B.

We use Yandex Direct and Yandex Metrica to help us campaign effectively.

• With display advertising, we are able to place ads in front of our target audience, let them know about our product and services, and build brand awareness.
• With search advertising, we are able to connect with customers as they research their problems, and improve campaign efficiency and conversion.
• And with Yandex Metrica, we can monitor the results to adjust keyword, advertising, bidding strategies and retargeting in direct based on data feedback.

Since these tools work seamlessly with one another, we are able to measure and manage advertising effectiveness very precisely and quickly, and adjust advertising strategies based on market and traffic feedback.

Compared to 10 years ago, advertising and marketing investment on Yandex has increased by 300% year-on-year, and sales revenue has increased by 600%, with an average annual sales revenue growth rate of 130%.

According to Yandex research, the Aimix brand now occupies the top 30 most popular B2B Russian products.