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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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AIRPARKING DOMODEDOVO

Domodedovo Air Parking:
reservations increase to 175 per month, application cost decrease by 46%

Advertising system
Yandex.Direct, Google Ads
Age of the advertising campaign
11 months
Budget per month
Up to 40,000 RUB
Growth of armor (per month)
+175
Briefly about the client's business:
Car parking complex near Domodedovo airport (Moscow)
The main goal:
increase the number of bookings from the site
Tasks
Setting up advertising campaigns in Yandex and Google
CPA retention
up to 350 rubles
Determining effective budget proportions
Additional Complexities
1. Unfavorable Campaign Launch Period
Olga
Contextual Advertising Specialist
The advertising campaign launched during the Coronavirus pandemic. Air travel has decreased by tens of times. The client's business directly depends on the airport's passenger traffic. As a result: traffic has decreased, the number of competitors has not decreased, the cost of servicing each client has remained unchanged. To maintain business profitability, it is necessary to significantly reduce advertising costs, while maintaining traffic and fighting for each user.
2. Strong competitors
Today it is almost impossible to find a non-competitive business area. The effectiveness of advertising in each segment largely depends on the quality of analytics on competitors. However, there are areas where competition is especially high. This is the case with air parking:
  • There are several "giant players" on the market, whose budgets are unrivaled.
  • It is impossible to form a USP, since the "pains" target audience is limited, known and closed by competitors.
  • Objective factors cannot be changed: distance from the airport, lower tariff limit (the cost of servicing one client is high due to objective costs for gasoline, transfer to the airport and back).
3. Limited website capabilities
Olga
contextual advertising specialist
One of the pillars of converting an advertising campaign into applications is the landing page. The client's website is created on a platform-constructor, which does not allow for fine adjustments and offers to work with a limited number of modules. Thus, an effective website development strategy cannot be applied to this project; you need to work with the potential that exists.
How we worked on the project
We conducted an audit of existing advertising campaigns
Settings of goals and bid strategy
Completeness of the semantic core
Quality of text ads
Statistical indicators (bounces, conversions, CTR, audience profile)
Analyzed the client's website: identified potential weaknesses and strengths, made a plan of possible work (the designer did not allow us to implement all the necessary changes)
Studied competitors: compared websites, offers, downloaded advertisements, analyzed activity
Expanded the semantic core with additional queries
Made adjustments to the ad texts
Added information to the website and texts about promotions
Integrated key Metrica goals
Separately worked out the structure of Google Ads ads, since initially it was a copy of Yandex.Direct advertising, uploaded to the Google interface without adjustments
Initially, we decided to cover as large a pool of queries as possible and the entire spectrum of possible regions: from Krasnodar Krai to St. Petersburg, in order to collect the maximum traffic for our budget.
Domodedovo airport car parking
Domodedovo airport car parking price
Parking Domodedovo airport daily
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Long-term parking + in Domodedovo
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VIP parking in Domodedovo
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Parking in Domodedovo per day price
Parking in Domodedovo for several days
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Parking in Domodedovo
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Cheap parking in Domodedovo
+812 more requests!
Launched Search Advertising Campaigns + Retargeting (Remarketing)
In Search campaigns, we set up automatic bidding strategies with conversion optimization based on a weekly budget
The limited maximum price did not allow to rise above the lower block of impressions, therefore, based on the results of the first week, it was decided to remove the maximum threshold for expanding the boundaries of impressions altogether. This immediately brought results: the number of clicks increased by 40%.
While working on campaigns, we conducted regular A/B tests of ad effectiveness, created more and less emotional text blocks, compared CTR and conversion into leads, and kept the more winning ads. We implemented promotions, assessed effectiveness, tested banners on Search and YAN, adjusted bidding strategies, and worked with bounce rates.
Results
The site conversion increased to 175 bookings per month
The cost of booking has been reduced from 630 rubles to 340 rubles
Goal for the future
The cost of booking allows you to increase budgets. From March, we plan to increase the budget to 100,000 rubles and proportionally increase the number of bookings, while maintaining CPA within 350 rubles.
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