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How can MCB be used to increase the efficiency of Yandex.Direct by 18%?

The airline ticket meta search site Skyscanner used search banners in addition to keyword-targeted search ads. In comparison to the previous period, ROI increased by 18% when placing both formats simultaneously.
Please note that search banners (previously referred to as media-contextual banners) are now in the list of formats available in Yandex.Direct.
Search banners with CPC payment are available in the Yandex.Direct interface.
Client
A self-service solution for planning travel worldwide Skyscanner, www.skyscanner.ru
Facts & figures
founded in 2003, 50 million unique users a month, available in 30+ languages with support for 70 currencies
Representative
Ilarion Kopaleyshvili, Marketing Manager for Skyscanner in Russia

Objective

Reach as many new target users as possible.

Period: June — July 2014

Used:

  • Yandex.Direct / MCB (Search banners)
  • Keyword statistics wordstat.yandex.com

Project stages

Results

*according to eConsultancy data, the average CTR of displayed ads for Travel in 2014 was 0.11%

Additional effect in Yandex.Direct

The next thing to understand is whether simultaneous use of MCB in tandem with Yandex.Direct improves the performance of Yandex.Direct.

The effectiveness of Yandex.Direct rose by 18% (compared to the month before launching MCB).

This effect continued at approximately the same level for 20+ days after the MCB displays, a so-called conversion of “postponed demand.”

lIarion Kopaleyshvili
lIarion Kopaleyshvili
Marketing Manager for Skyscanner in Russia
We have seen that the media-contextual format has lots of advantages: it enhances brand awareness through wider coverage and delivers quick returns.
How can MCB be used to increase the efficiency of Yandex.Direct by 18%?
How can MCB be used to increase the efficiency of Yandex.Direct by 18%?
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