Client
Clothing catalogue Quelle, quelle.ru
Facts & figures
1927 year founded, 50% share of online orders
Representative
Anna Belovodskaya, Head of online marketing
Goal
Measure the impact of bid adjustments on search campaign retargeting.
Tools used:
- Yandex.Direct / Search ads
- Yandex.Metrica
Time period: 3 months
Anna Belovodskaya
Head of online marketing
When shopping for clothes online, people often look at various sites where they add items to their basket and then leave the site to continue searching elsewhere.
We were interested in seeing how raising bids for users who had already visited our site would affect our search ads’ performance.
Step 1. Set up bid adjustments for previous visitors
A user visits the store and places an item in their basket
Now when the user searches for one of the ad campaign’s keywords, they are more likely to see a retargeted ad.
The store sends the user a reminder, increasing their contact with the brand and the likelihood of conversion.
How to set up bid adjustments
On the page where you create and edit ads, create a retargeting list describing the behavior of the user segment you want to reach: which actions in Yandex.Metrica should the users in your segment have performed (or not)?
On the Edit ad groups or Parameters page, select a retargeting list and set a positive bid adjustment to increase your bid by up to 1200%.
Step 2. Compare figures to previous period
Click rates
Clicks increased by 5% after applying bid adjustments.
Conversion rates
The numbers of users who added items to their basket and placed orders likewise grew after applying bid adjustments.
Revenue
The efficiency rate (ratio of ad spending to revenue) decreased in comparison with the previous period.
Results
Overall revenue (in RUB) grew by 113% after applying bid adjustments.
Anna Belovodskaya
Head of online marketing
Applying positive bid adjustments for our search ads paid off: we could send reminders to users in our target audience at the right moment, encouraging them to complete their purchases.
They came, they saw, they returned: bid adjustments and effective retargeting in Yandex.Direct
Presentation
Download PDFCase prepared in collaboration with the AdLabs agency
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