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Boosting revenue from YAN by a third with retargeting and Look-alike

ILE DE BEAUTE

The ILE DE BEAUTE online store got 30.5% of their revenue from YAN by retargeting their existing customers and users like them via Look-alike technology, with an average order size 35% higher than the YAN average. Yandex.Audience segments based on e-commerce reports from Yandex.Metrica allowed them to create a mechanism for sending personalized messages to users in YAN and increase their revenue from the channel.

Retargeting for customers and Look-alike brought 30.5% of YAN revenue, and orders were 35% higher than average
ILE DE BEAUTE. Online store. Cosmetics and perfumes
When search traffic is insufficient, new sources of high-quality traffic are needed
Step 1 Create segments by order amount
E-commerce report > Yandex.Metrica segments > 8 segments in Yandex.Audience
Step 2 Create Look-alike segments
Used customer data to create 8 Look-alike segments in Yandex.Audience
Step 3 Create campaign structure
Created a YAN campaign for every federal region, each containing 16 ad groups
They chose creatives in all available formats to tell about promotions in their online stores
Results
The new campaigns received 10.9% of impressions, 5.2% of clicks for 10.8% of the YAN budget
The new campaigns attracted 22.8% of all transactions, 30.5% of revenue, with CR 4X higher than the YAN average
We successfully created a means of communicating individually with each of the segments we created
The next step in developing the retailer’s account is to scale the means of audience segmentation to other formats in Yandex.Direct — Text & Image ads in YAN, Smart banners, display advertising — and increasing the channel’s overall ROI.
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Boosting revenue from YAN by a third with retargeting and Look-alike
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Case prepared in collaboration with
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