CompanyJobsFor developersFor advertisersEvents
Log in
Menu
Main
Solutions for businesses
Client Cases
Back
Client CasesSuccess Stories
Higher salesOnline storesDynamic adsSmart bannersRetargetingYandex DirectYandex Business DirectoryYandex Business DirectoryYandex MetricaYandex.MarketCall trackingFederal

How a store attracted 75% of their leads via Yandex.Maps, Market and Direct

In the highly competitive tile and plumbing supply market, Mosplitka combined paid and free-to-use Yandex tools to increase their sales and cut their CPL in half. Automatically generated Dynamic ads on Search and Smart banners in YAN covered the store’s entire product range. After adding all possible data to the Yandex Business Directory and carefully responding to customer reviews, the store’s vCards began appearing for relevant queries in the Yandex.Maps block of Yandex organic search results. In addition, connecting to Yandex.Market, optimizing their price list, and setting bid adjustments in line with products' profit margins helped bring 60% more leads. In just 4 months, Yandex tools helped Mosplitka get 75% of all of their leads.
Mosplitka
Case results
75%
75%
of all leads came from Yandex services
60%
60%
of all leads came from Yandex.Market
30%
30%
of all calls came via Yandex.Maps
2X lower
2X lower
average cost per lead from all channels after optimization
Client
Plumbing and tile store Mosplitka, mosplitka.ru
Facts & figures
1997 company founded, 40 branded salons, 20 cities
Representative
Daniil Lepeshkin, Online sales manager

Goals

  1. Increase number of orders*.
  2. Decrease CPO.

Tools used

  • Yandex.Direct / Dynamic ads / Smart banners
  • Yandex.Market
  • Yandex.Maps
  • Yandex.Metrica
  • Power BI
  • CoMagic
  • Telephonia UIS

Period

July – October 2018 (4 months)

Integrating online and offline sales growth

Mosplitka contacted an agency to help them increase sales in their local stores as well as online. They decided to use Yandex services — Yandex.Direct, Yandex.Market and Yandex.Maps to reach the lowest CPL possible.

Step 1. Automate ad creation in Yandex.Direct

Dynamic ads on search and Smart banners in YAN automatically covered their entire product range

Creating thousands of ads and tracking their relevance is at the very least impractical, if not outright impossible. Automated ads in Yandex.Direct helped bring 4X more conversions.
Dynamic ads are generated based on a product feed (price list for Yandex.Market). The ad title is added automatically from the product description.
Smart banners appear in the Yandex Advertising Network (YAN) to retarget previous site visitors or users’ interest in similar products or services.
Edward Gorkh
Edward Gorkh
Manager of web analytics, Serenity
In our very first month, we reached our target cost per lead. We optimized our campaigns and experimented with different tools. Three months later, the cost per lead was twice as low. We’re talking about Moscow, where hundreds of similar stores are running their own ad campaigns.

Step 2. Add store locations to Yandex.Maps

They added 30 stores in 20 cities to Yandex.Maps and confirmed their ownership of each location

They added as much information as possible to their vCards in Yandex Business Directory: working hours, contact information, links to their accounts in social networks and photos of their stores. Store mangers quickly processed reviews from Yandex.Maps users. CoMagic static call tracking (with a separate number) helped get an idea of this channel’s contribution.

Free impressions for relevant search queries in Yandex.Maps

In the beginning, Mosplitka only appeared in Yandex.Maps in response to queries related to the name of the store. Once they filled out their vCard information and processed their customer reviews, Mosplitka began to appear in Yandex search for relevant queries.

Step 3. Add products to Yandex.Market

They optimized their price list and set bids in line with the profit margins of goods

Users who visit Yandex.Market generally have an intention to make a purchase. Mosplitka had previously not engaged this channel because of errors in the price list (product feed), which they later optimized. After connecting to Yandex.Market, they adjusted bids for impressions in specific positions based on the profit margins for specific goods. They promoted the bathtub, bathroom furniture plumbing categories.

In 4 months’ time, Yandex.Market was bringing 60% of their total leads.

Edward Gorkh
Edward Gorkh
Manager of web analytics, Serenity
We tried other sales platforms, but Yandex.Market showed the best performance.

Step 4. Create a performance tracking dashboard

Power BI dashboard helped determine the most effective channels

The funnel on the dashboard shows the entire customer path: from the first redirect after clicking on an ad to payment for an order. Specialists could compare the channels they used to promote the store and change their settings in response to their results.

Yandex.Market dashboard tracked ROI and correlation of price, category and product brand

The monitoring panel warned if the CPL for certain goods was approaching the upper threshold of this main indicator.

Results

Yandex services became the main source of clients

Daniil Lepeshkin
Online sales manager, Mosplitka
We don’t currently have a method to precisely determine the amount of offline sales that occur as a result of online promotion. We can only look at the number of requests and calls, as well as e-commerce data — orders placed from the cart. Over the past few months, we fulfilled our overall sales plan primarily thanks to campaigns in Yandex.Direct, activity in Yandex.Market and Yandex.Maps, where most requests originated.
Edward Gorkh
Edward Gorkh
Manager of web analytics, Serenity
We now use Yandex tools to process 75% of all the leads we receive and fulfill clients’ sales plans with costs that are lower than the market average. In the future, we plan to sell even more and use other tools like paid promotion via Yandex.Maps.
How a store attracted 75% of their leads via Yandex.Maps, Market and Direct
How a store attracted 75% of their leads via Yandex.Maps, Market and Direct
Presentation
Download PDF
Case prepared in collaboration with the Serenity agency

Start your success story with Yandex

Yandex services to promote your business at all levels of the sales funnel.
Begin

Services

Yandex.Direct
Yandex.Market
Yandex.Metrica
AppMetrica
Yandex.Webmaster
Yandex.Audience
Yandex.Directory
Yandex.Tracker

Yandex advertising products

Search advertising
Yandex Advertising Network
Mobile Advertising
Display Advertising
Video advertising
Retargeting
Yandex.Direct automatic strategies
Audio advertising
Location-based advertising
Other Yandex services

Technologies

Direct API
Metrica API
AppMetrica
Market API
Money payment processing

Training & Certification

Training & Certification
Online Course
Certification of specialists

For Partners

For Agencies
Yandex partner status
Ad Network
ADFOX

Contacts

Yandex support service
Offices
Local advertising agencies
Get professional help with setting up Yandex.Direct

Legal Documents

Privacy Policy
Interest-based advertising on Yandex.Direct

Requirements

Technical Requirements
General Terms and Conditions
Regulations for Placing Advertisements

Advertising rates

Price List

© 2004–2025  YANDEX