Client
Clothing catalogue Quelle, quelle.ru
Facts & figures
1927 year founded, 50% share of online orders
Representative
Anna Belovodskaya, Head of online marketing
Objective
Bring visitors who left before making a purchase back to the clothing selection process.
Tools used:
- Yandex.Direct (ad network campaigns)
- Yandex.Metrica
Period: 5 months
Why this matters
When shopping for clothes online, the first step for many customers is to see which stores match their style, and then decide which clothing they want to buy.
As a result stores must focus on returning previous visitors who expressed interest in their merchandise by browsing the online catalogue or adding items to their cart.
Retargeting in Yandex.Direct allows you to do just that.
Step 1. Define retargeting strategy and launch campaigns
Group users into segments
Establish contact goal
Show ad
Group users into segments
Establish contact goal
Show ad
Group users into segments
Establish contact goal
Show ad
Group users into segments
Establish contact goal
Show ad
Retargeting list setup
You can make retargeting lists on the page where you create and edit your ads.
Once a retargeting list is created, you can use can use it for ads in multiple campaigns.
Step 2. Review performance
Within five months of integrating retargeting into their campaigns, Quelle saw that clicks had risen by only 23%. The conversion rate had surged by 625%, however, indicating that the visitors responsible for the click increase were highly motivated to make purchases.
Clicks
Conversion rate
After five months of retargeting campaigns, the number of orders resulting from ad network ads rose by 168%, while the efficiency ratio (spend as a share of revenue) decreased by 78%.
Number of orders
Efficiency ratio (spend/revenue)*100%
Results
Five months after enabling retargeting, total revenue (in rubles) from Yandex.Direct had risen by 10.5%.
Anna Belovodskaya
Head of online marketing
Retargeting in Yandex.Direct fulfilled our expectations: it returned “our” clients to finish incomplete purchases, increased our revenue, and makes a great addition to our search and ad network campaigns.
Case prepared in collaboration with the AdLabs agency
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