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We catch trends and changes in the industry.
We conduct deep analytics.
We give recommendations on project development and implement them.
 
We catch trends and changes in the industry.
We conduct deep analytics.
We give recommendations on project development and implement them.
 
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«ATLANTIS» - online store of plumbing and bathroom furniture

Online plumbing store:
increase in sales via the website up to 8 per day,
decrease in CPA by 46%

Advertising system
Yandex.Direct + Google Ads
Age of the advertising campaign
4 months
Budget per month
Up to 25,000 RUB
Lead growth (per month)
+240
Briefly about the client's business:
Atlantis — plumbing furniture store for bathrooms Krasnodar and region
The main goal:
increase sales from the site
Tasks
Collection of semantic core
Clustering queries and selecting landing pages
Creating an advertising campaign in Yandex.Direct
Working 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.
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.
  • 1
    We selected the directions for launching advertising and collected the semantic core
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acrylic bathtub triton
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buy bathtub roca
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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
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cast iron bathtub 170x70 roca
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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!
  • 2
    Collected a brief for the campaign, wrote down the USP
  • 3
    Uploaded a yml feed for launching smart banners
  • 4
    Prepared text blocks for the Search Campaign
  • 5
    We 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.
  • 6
    We singled out Sochi as a separate advertising campaign, immediately removing user fears regarding delivery (in the texts of the ads and on the website)
  • 7
    After 2 months of running an advertising campaign, we decided to expand our reach with Google Ads
  • 8
    We chose two areas to expand our reach and set up an advertising campaign in Google
  • 8
    We carried out daily minus calculations for the entire period of the campaign.
  • 9
    We worked with display strategies, introduced different maximum price per click restrictions, connected bid managers, and experimented with conversion costs.
Results
Daily conversion of the site increased to 68 conversions per day with a total advertising budget of 700 rubles/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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