Success Stories: Quelle
July 7, 2014
— How did Quelle’s business model – selling clothing by catalogues – come into existence?
— How did the company come to Russia?
— What was the biggest challenge at that time?
— What advertising methods do you use?
— When did you start to advertise on the internet?
— Why did you decide to place ads through an agency?
— We consider that it’s best to put such tasks in the hands of professionals. In that way we receive not just high-quality management of our advertising, but also information about new things on the market and analysis.
We work with a team from ADLABS, and even our first campaign on Yandex.Direct was professionally put together, with as many keywords as today. Such a close relationship has developed between us and the agency that we decide all important issues together.
— What difficulties arose with your first ad placements?
— At first our ads were very variegated. For QUELLE, like any other recognisable brand, it’s important to maintain a consistent style in all communications.
As a result, we put together internal recommendations for writing texts, and that helped a lot. It’s sufficient to say that our first ads appear in a modified form even now – the announcements of new collections. We automatically update the text with the help of Yandex.Direct Commander and set them to work.
— Do you have any methods to increase the effectiveness of advertising on Yandex.Direct?
— We work a lot on brand recognition, and a significant share of our key phrases consists of queries with the word “QUELLE”. With such queries we try to get special placement. That way we can be certain that a person who searches for us will definitely find us and not get lost.
In addition, we rely not only on search advertising, but also on thematic advertising. In the Yandex Advertising Network there are many platforms with an audience that interests us, so we devote a lot of attention to working with them. Our materials are carefully divided up: certain texts we use only in search results, while others are just for thematic sites.
Also, in all our campaigns, ads are shown by other keywords and other relevant phrases. The list of keywords automatically expands to include successful combinations that we didn’t think of at first.
— What advice can you give those who are just preparing to enter the Russian market?
— A simple piece of advice: why go in circles when you can go straight to your target – through Yandex.Direct. At any moment you can add new settings and reorient your budget, if campaign goals change. This is especially important at first, when you’re experimenting with distributing your budget in different channels.
Besides that, investments in Yandex.Direct are quickly recouped. In our case, in just a year after releasing our first ad campaign, the share of orders placed through the internet grew to almost 50 percent.