Case results
Automation and bid management in paid channels and effective use of free channels brought good results
75%
of all leads came from Yandex services
60%
of all leads came from Yandex.Market
30%
of all calls came via Yandex.Maps
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
- Increase number of orders*.
- 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
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
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
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.
Case prepared in collaboration with the Serenity agency
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