Objectives
- Increase brand awareness during high season.
- Attract maximum numbers of customers to retail stores across Russia.
Tools used:
- Yandex.Direct / Display ads / Yandex Advertising Network
- Yandex.Metrica
Period: January 2016
Opportunities in the New Year
Every year, Russians welcome the New Year with about 10 days of federal holiday. For those who don’t go away, the New Year’s holidays are a popular time to get involved in home improvement projects.
In this WordStat graph, we can see interest in the keyword “диван купить” (buy a couch) grows exponentially starting on January 2.
The question for Yandex was: How can we attract the attention of this audience and motivate them to visit retail stores?
Step 1. Come up with a memorable promotion
Step 2. Create a Yandex.Metrica goal to track conversions
Step 3. Generate interest among non-TV Viewers (Home page banner)
From January 4-10, the company ran TV ads while simultaneously serving a 728×90 banner on the Yandex Home page with “Light TV Viewers” targeting enabled.
Users apply this targeting to make sure that their ads are shown to users who watch less than 6 hours of TV a week*, thus maximizing audience coverage across different media.
* Yandex determines the target group by analyzing online behavior using “Crypta” technology.
Step 4. Maintain interest
To maintain the interest generated by the Home page banner, Mnogo Mebeli showed ads to users who had been interested* in furniture over the previous 28 days.
* Yandex determines the target group by analyzing online behavior using “Crypta” technology.
Step 5. Simultaneously attract users from the Yandex Advertising Network
Eye-catching texts with prices, discounts, photos, sitelinks, and the last day of the sale were prepared for display on sites in the Yandex Advertising Network.
The “Weekly budget: maximum conversions” strategy was chosen as an automatic form of bid management.
Results
Increasing brand recognition
Increase in conversions
The number of visits in which users viewed the “Where to buy” page grew by 350% in the first week (after falling the New Year’s holidays), and another 20% over the following week.
As a result, Mnogo Mebeli was able to attract more visitors to their site in January than in August, September, and October.
Bonus: distribution of conversion by traffic sources
An interesting fact: This campaign was exceptional — the display banners brought almost 65% of conversions (in addition to increasing the number of direct visits to the site and “branded” search queries).
About 19% of users from YAN and about 15% of visitors from Yandex.Direct viewed the target “Where to buy” page.
