Goal
Evaluate the effectiveness of bid corrections when advertising goods for pregnant women to a demographically diverse audience
Tool used:
- Yandex.Direct (YAN)
Period: Four weeks
Setting correct goals
Items generally considered to have a niche audience, such as maternity clothes, can be purchased as gifts by users outside the boundaries of the primary target audience. These users comprise an audience of both genders and varied age groups.
When someone searches for this type of clothing in Search, it’s clear what they are looking for, making it unnecessary to segment this audience by socio-demographic characteristics.
In the Yandex Advertising Network, however, ads are displayed according to the content of the site or the interests of the user.
Step 1. Run A/B testing in two campaigns: with and without bid adjustments by gender and age
Setting up two campaigns for A/B testing
Two campaigns were set up with identical texts and designs and the same starting bid on content sites.
One campaign ran without bid adjustments, while the other had the following coefficients for age and gender:
- W, 18-24: +100%
- W, 25-34: +100%
- M, all ages: –50%
- W, 45+: –50%
The campaigns ran one at a time for four weeks, switching every hour.
These bid settings increased the likelihood that women of relevant age would see the store’s ads on sites in Yandex Advertising Network.
Conversely, lower bids were set for ads targeted towards men and were shown much less frequently as a result of the negative adjustments.
Step 2. Compare key performance indicators
Results
