We track industry trends and changes.
We conduct in-depth analytics.
We provide project development recommendations and put them into action.

increase in website inquiries up to 198

Advertising System

Yandex.Direct

Campaign Age

1 year 1 month

Monthly Budget

Up to $150

Calls Growth (per month)

+198

Brief About Client’s Business:

The Don-Stein plant is one of the largest paving slab manufacturers in the Southern Federal District of Russia.

Main objective: Increase the number of inquiries from the website

Tasks

Collect a semantic core

Cluster queries and select landing pages

Create an advertising campaign in Yandex.Direct

Flexible management of the advertising budget

Additional Complexities

1. Limited Advertising Budget

Olga

Contextual Advertising Specialist

The client is willing to spend no more than 15,000 rubles on an advertising campaign per month. This is a fairly limited advertising budget even within one region: Rostov-on-Don.

2. A large list of directions

Budget constraints are especially noticeable when working out the directions for which an advertising campaign is being developed. The client wants to advertise all products; it is important for him to get traffic for each production line.

Olga

Contextual advertising specialist

Idea!

We decided to collect the most elaborate semantic core, covering the narrowest and low-frequency phrases. This will maximize the relevance of ads, reduce the cost per click and optimize consumption.

How we worked on the project

Analyzed competitors and prepared recommendations

Advertising campaigns (structure, requests, budgets)

Offer (prices, assortment, USP)

Websites (catalog, marketing blocks, contact forms)

1
Collected and agreed on a list of requests

Buy gray paving stones

Paving stones Brick

Paving stones + in Rostov-on-Don

Paving stones + from the manufacturer

Buy paving stones + in Rostov-on-Don

Sidewalk paving stones +in Rostov

Paving stones in Rostov

Buy paving stones +from the manufacturer

Paving stones +in Rostov region

Buy paving stones

Street paving stones

Paving stones +in Rostov

Paving stones +in Rostov-on-Don

Buy sidewalk paving stones +in Rostov

Buy paving stones

+217 more queries!

2
Collected a brief for the campaign, wrote down the USP
3
Prepared text blocks for the Search Campaign

4
We agreed on banners for YAN

Olga

contextual advertising specialist

When analyzing the site, we found that there was no visible Cart icon. The first views of the webvisor (a tool for viewing user activity on the site) confirmed that users were getting lost in searching for products they had put in their cart.
Added the icon.

5
We introduced regular changes of promotions on the website and in the advertising campaign texts to analyze the effectiveness of marketing strategies

6
After 2 months of running the advertising campaign, we conducted a deep analysis of the conversion potential of advertisements and queries. We identified the areas that bring in the most leads, allocated them to a separate advertising campaign and redistributed budgets. This brought a 30% increase in conversions

Sudden complexity

Olga

contextual advertising specialist

With the overall growth of indicators in the warm period, in the fall all the results that had been achieved began to creep down. Paving slabs are seasonal products. In the fall and winter months, interest drops sharply, and rates rise, as competitors want to collect the rest of the traffic. The first desire is to do the same: increase rates and agree on an increase in the budget. However, based on experience, we understand that an increase in rates that is not justified by traffic usually leads to a drain on the budget.

Decided:

Enable the micro-conversion strategy "viewing more than 5 pages". Based on statistics, it is this micro-conversion that precedes (in most cases) sending a lead. Maintain the previous budget restrictions, while raising rates by 15%.

Results

Monthly website conversion during season: up to 198 requests

Monthly website conversion in NOTseason: up to 103 hits

Average cost per click of Search campaigns in season

Date	Clicks	Avg. click price (RUB)
Mar 2020	432	16,4
Apr 2020	598	13,93
May 2020	561	17,3
June 2020	610	11,38
Jul 2020	912	9,47
Aug 2020	757	11,69

Average cost per click of Search campaigns in NOTseason

Date	Clicks	Avg. click price (RUB)
Nov 2020	362	26,48
Dec 2020	269	26,47
Jan 2021	208	25,61
Feb 2021	209	22,71

Goal for the future

Increasing the monthly budget with a proportional increase in requests. We are entering a new sales season with a well-built advertising campaign and are planning to increase the number of requests from the site while maintaining the seasonal cost of a lead.

Contact a specialist!

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