— The adidas Group includes two sporting goods manufacturers: adidas and Reebok. Is there a difference in promoting these two brands?
— What advertising channels do you use and how did you choose them?
— Adidas recently opened its online store and we have been actively working on online advertising. Of course, we continue to use traditional channels such as placing ads on TV and in print to promote the brand, as well as holding and sponsoring sporting events.
When choosing tools to promote on the Internet, we focus on their effectiveness. Right now the most important channels for us are contextual advertising and retargeting. We also use mailing lists and social networks, but contextual advertising is unrivaled from an efficiency standpoint.
— How do you assess the effectiveness of advertising?
— How do you do it? Do you come up with some sort of special advertisements?
We use an automatic strategy aimed at maximum conversion to advertise our products. However, we still do the process manually with campaigns according to brand needs, especially when it’s important to get premium placement. We also place an ad for certain information queries, like the match footballs for the 2014 World Cup that adidas traditionally produces for example.
— Do you lead the ad campaigns in Yandex.Direct yourself, or do you use an agency?
— What methods do you use to increase the effectiveness of advertising in Yandex.Direct?
— Who or what would you compare Yandex.Direct to?
— What advice do you have for those who have just started working with Yandex.Direct?
— It’s important to decide straightway how you will advertise: by yourself or through an agency? Your future strategy development depends on that.
It’s also worthwhile clearly outlining the structure of your ad campaign. Usually we split the campaign into three parts: brand queries (e.g. “adidas”); product requests adjacent to those (e.g. “adidas football boots”); and non-brand queries (e.g. “buy shoes”). For each group of queries we choose a strategy. This allows you to more accurately track the performance of each ad and helps a lot when working on the quality of the text.