ILE DE BEAUTE
Case results
4X more
conversions
30,5%
of YAN revenue
-57%
CPO
+35%
average order size
Client
ILE DE BEAUTE Cosmetics and perfumes iledebeaute.ru
Facts & figures
2001 company founded, 121 stores in Russia, 30 000 products
Representative
Polina Ross
Head of performance
Head of performance
When search traffic is insufficient, new sources of high-quality traffic are needed
The company runs constant search campaigns. After years of optimization and development, this channel reached the optimum levels in terms of number of orders and CPO. Simply increasing the budget was not profitable. The company made a decision the learn how to use the Yandex Advertising Network (YAN).
Step 1: Create segments by order amount
E-commerce report → Yandex.Metrica segments → 8 segments in Yandex.Audience
They used e-commerce reports to create eight segments in Yandex.Metrica for orders ranging from 1 000 to 10 000 RUB. These Yandex.Metrica segments then served as the basis of segments in Yandex.Audience.
Step 2: Create Look-alike segments
Used customer data to create 8 Look-alike segments in Yandex.Audience
Anonymized data from the original Yandex.Audience segment helped gather users with similar online interests (while excluding users from the original segments).
Step 3: Create campaign structure
Created a YAN campaign for every federal region, each containing 16 ad groups
Each campaign contained eight ad groups for retargeting based on specific order amounts and 8 Look-alike groups. Bids for each group were set in line with the order size. The higher the amount, the higher the bid. Look-alike segments had bids 30% lower than their parent segments.
They chose creatives in all available formats to tell about promotions in their online stores
Their main messages related to promotions in the ILE DE BEAUTE online store. They regularly updated the promotions to keep them up to date. The texts and additional elements of their ads focused on benefits for customers.
Results
The new campaigns received 10.9% of impressions, 5.2% of clicks for 10.8% of the YAN budget
Though the campaign’s CPC was twice as high in comparison to all YAN campaigns (excluding Smart banners).
The new campaigns attracted 22.8% of all transactions, 30.5% of revenue, with CR 4X higher than the YAN average
The average order from the placement was 35% higher than the site’s average overall. СРО was 57% lower than the target value, share of ad spend —35% lower than the target value.
Polina Ross
Head of performance, ILE DE BEAUTE
For ILE DE BEAUTE, this launch is especially significant. In short, we successfully:
– created a means of communicating individually with each of the segments we created
– expanded the site’s audience using Look-alike segments
– optimized our YAN campaigns to increase revenue within our target ROI benchmarks
– created a means of communicating individually with each of the segments we created
– expanded the site’s audience using Look-alike segments
– optimized our YAN campaigns to increase revenue within our target ROI benchmarks
Alexey Vaganov
Senior customer service manager, ProContext
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.
Case prepared in collaboration with ProContext
