Generating interest in the Yandex Advertising Network in preparation for the high season

In 2017, WITTCHEN, the European producer of leather goods, entered the highly competitive Russian market. The company needed to raise brand awareness in time for the holiday season when people are most interested in buying suitcases. Their preparations began in September, when they launched clickable image ads in the Yandex Advertising Network with promotional offers. Once spring arrived, WITTCHEN increased their online presence with display ads in Yandex.Direct, while simultaneously raising bids for users who were likely to have seen their display ads on Yandex Search or in the Yandex Advertising Network (made possible by the Yandex.Audience pixel). They also used retargeting ads, mainly focusing on smart banners. As a result, Q2 2017 saw more new users come to their site from the Yandex Advertising Network than from Yandex Search, with 46% of conversions occurring on the 2nd-7th visit. Branded traffic rose by 34%, conversions from Yandex.Direct — by 76%, and smart banners brought 10X more conversions.