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We conduct in-depth analytics.
We provide project development recommendations and put them into action.
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Contextual
Advertising
in Yandex.Direct and Google
Advertising
in Yandex.Direct and Google
We track industry trends and changes.
We conduct in-depth analytics.
We provide project development recommendations and put them into action.
We conduct in-depth analytics.
We provide project development recommendations and put them into action.
Client Login
Online sanitary ware store: sales growth through the website up to 8 per day, CPA reduction by 46%
Advertising Platform
Yandex.Direct + Google Ads
Campaign Age
4 months
Monthly Budget
Up to $250
Increase in Leads (per month)
+240
Client’s Business Overview:
Atlantis — a sanitary ware and bathroom furniture store in Krasnodar and the region
Main Objective:
increase the number of sales from the website
Tasks
Collect a semantic core
Cluster queries and select landing pages
Create a Yandex.Direct advertising campaign
Work with CPC (cost per click) and CPA (cost per action)
Additional Complexities
1. Competitors — Leroy Merlin, HDM, Avito
Alina
Contextual advertising specialist
Large and recognizable offline stores (Leroy Merlin), federal online stores and regional players operate in the plumbing sales segment. The market is oversaturated with offers. This leads to two problems:
1. It is necessary to constantly compare and analyze the site and the offer.
2. It is necessary to work out the budget in detail, since it is impossible for a regional store to compete with the budgets of Leroy Merlin.
1. It is necessary to constantly compare and analyze the site and the offer.
2. It is necessary to work out the budget in detail, since it is impossible for a regional store to compete with the budgets of Leroy Merlin.
2. Lack of developed statistics
Starting an advertising campaign from scratch, especially in a competitive segment, is always more difficult than working on an existing one. The lack of developed statistics excludes a detailed assessment of the target audience portrait. Zero CTR makes it difficult to participate in the auction and increases the cost per click. The lack of a detailed list of negative words requires monitoring and negatively affecting queries 3-4 times a day after launching the advertising campaign.
Good news
The site usability analysis showed good results. The site has sufficient conversion potential, all the main commercial blocks are installed and function perfectly: completeness of cards, price update, discount module, shopping cart, quick order, feedback forms.
How we worked on the project
Analyzed competitors
Advertising campaigns (structure, requests, budgets)
Offer (prices, assortment, USP)
Websites (speed, adaptive, catalog, marketing blocks)
Alina
contextual advertising specialist
We came to the conclusion that there is no point in immediately launching advertising in all existing areas, since the difference between more and less competitive products is noticeable. Since we cannot compete with the budgets of giants like Leroy Merlin, we must separate our products and our target audience from the masses.
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1We selected the directions for launching advertising and collected the semantic core
| acrylic bathtub isabelle |
| acrylic bathtub triton michel |
| buy acrylic bathtub triton |
| acrylic bathtub triton |
| acrylic bathtub triton |
| acrylic bathtub corner triton |
| buy bathtub roca |
| roca bathtub price |
| ROCA bathtub price |
| buy ROCA bathtubs |
| ROCA bathtub catalog |
| ROCA bathtub + with handles |
| Buy ROCA steel bathtubs |
| ROCA Contessa steel bathtub |
| ROCA Princess steel bathtub |
| ROCA steel bathtub |
| ROCA 180x80 steel bathtub |
| cast iron bathtub + with handles |
| cast iron bathtub roca malibu |
| cast iron bathtub 170x70 roca |
| cast iron bathtub roca |
| buy cast iron bathtubs roca |
| cast iron bathtubs roca with handles |
| buy cast iron bathtubs roca continental |
| Acrylic bathtub Roca Sureste |
| Acrylic bath Roca 170 75 |
| Roca Acrylic Bathtubs |
| Roca Acrylic Bathtubs 170 |
| Roca Easy Acrylic Bathtub 150x70 |
| Roca Becool Acrylic Bathtub |
+378 more requests!
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2Collected a brief for the campaign, wrote down the USP
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3Uploaded a yml feed for launching smart banners
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4Prepared text blocks for the Search Campaign
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5We agreed on banners for YAN
Alina
contextual advertising specialist
The client advertises in Krasnodar Krai. Initially, advertising campaigns were launched without dividing by cities. But after a month of work, we noticed that 80% of clicks from Sochi on target queries and with sufficient viewing depth remain without conversions. The client reported that users from Sochi who decide to call, first of all ask about the cost of delivery. We assumed that the lack of information on the site about delivery to Sochi "scares off" users.
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6We singled out Sochi as a separate advertising campaign, immediately removing user fears regarding delivery (in the texts of the ads and on the website)
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7After 2 months of running an advertising campaign, we decided to expand our reach with Google Ads
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8We chose two areas to expand our reach and set up an advertising campaign in Google
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8We carried out daily minus calculations for the entire period of the campaign.
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9We worked with display strategies, introduced different maximum price per click restrictions, connected bid managers, and experimented with conversion costs.
Results
The website’s daily conversions increased to 68 per day with a total advertising budget of $70/day
CPA (cost per order/call) on Search decreased by 46%
| Date | Clicks | Conversion (%) | Target price (rubles) |
| Dec 2020 | 710 | 1,69 | 1039,68 |
| Jan 2021 | 1282 | 2,34 | 540,56 |
| Feb 2021 | 730 | 2,47 | 582,22 |
| Mar 2021 | 777 | 2,44 | 553,15 |
Average cost per click of Search campaigns on Yandex decreased by 23%
| Date | Clicks | Expense (rubles) | Avg. click cost (rubles) |
| Dec 2020 | 710 | 12476,11 | 17,57 |
| Jan 2021 | 1282 | 16216,76 | 12,65 |
| Feb 2021 | 730 | 10480,05 | 14,36 |
| Mar 2021 | 777 | 10489,3 | 13,49 |
The number of sales through the web site basket increased to 8 per cent during the pack period and 4 per cent on average
Number of requests by phone from mobile phones, on average, 3 per day
Number of requests by phone from a PC, on average, 2 per day
Goal for the future
We decided to conduct an experiment for the next month - to leave only the most converting directions and queries, completely redistribute the budget for them and check whether the number of sales will increase. In addition, we are restructuring the campaign in Google, adding remarketing + adding target audience adjustments based on statistics. The next goal is to increase sales from Google.
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