Objectives
- Expand semantic reach for a wide product range.
- Increase sales.
Tools used:
- Yandex.Direct (Dynamic ads)
Period: September 2015 — now
Why is this important?
Large retail stores with wide product ranges often use keywords with low traffic volume (category and model names) to create a large number of similar ads, and then maintain the list’s relevance. This process is both resource-intensive and prone to errors.
Yandex.Direct, on the other hand, can automatically generate ads for each product: the bot crawls the site and creates all necessary ads, freeing up advertisers to do other important tasks.
Step 1. Develop structure of account and ad groups in campaign
Step 2. Testing in 3 product categories for the Moscow area
In September dynamic ad testing began for the “Audio-video,” and “Computer hardware,” and “Entertainment and games” in Moscow.
Three dynamic ad campaigns were created for these categories.
Creating dynamic ads
It’s as simple as entering the site URL, writing a text to appear in all ads, and adding sitelinks.
The ad title, landing page URL, display link, and keywords will generate automatically.
M.Video wanted to generate all ads in specific categories and avoid generating ads for out-of-stock items. The following settings made this possible:
- URL of a list of product offerings entered — a link to a category, for example, “TV 4K UHD”
- 3 conditions set: the content page does not contain the phrase “Product temporarily out of stock,” “Product sold out,” or “Product can only be purchased in retail stores.”
How dynamics appear in search results
Step 3. Expand reach to entire range in all regions
Initial results for the test campaigns in Moscow showed an ROI of 1200% and improved reach through keywords with low search volume.
Based on the test results, M.Video expanded dynamic ads to 8 categories in 20 regions.
Results
Results: CPO
CR by city and category
Average CR for the channel was 1.1%. The maximum CR was in Moscow at 1.4%, and the minimum in Orenburg — 0.2%.
The maximum CR of 2.4% was found in the “Entertainment” category, and the minimum CR, 0.6% in “Smartphones.”
Expenditures/Revenue by city*
Orders came in for all the cities that participated in the experiment.
Nizhnevartovsk showed the lowest ROI — 68%, whereas Rostov-on-Don even beat Moscow, with an ROI of 1848%.
Returns in Nizhny Novgorod and Yekaterinburg were also quite high.
* 70% of orders took place in Moscow and Saint Petersburg and are not displayed in this graph.
Expenditures/Revenue
In the 4 months of using dynamic campaigns aligned with M.Video’s strategy, this new channel has provided total revenue exceeding the dynamic ads budget by 11.5 times.
Average ROI amounted to 1051%.
The dynamic ads paid for themselves more than ten times over.
