Advertising System
Yandex.Direct
Campaign Age
7 months
Monthly Budget
Up to $300
Leads Growth (per month)
+82
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.
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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
Sale of commercial equipment:
Increase in the number of leads to 82, decrease in cost per click by 31%
Brief About Client’s Business:
Supplier of commercial, refrigeration, and thermal equipment for stores and HoReCa
The main goal:
increase the number of inquiries from the website
Tasks
Analyze the existing Yandex.Direct ad campaign
Adjust the existing Yandex.Direct ad campaign
Maintain advertising budget balance within $300 per month
Additional complications
Alina
contextual advertising specialist
Sales of commercial equipment is one of the most competitive B2B segments. Advertising results include not only regional but also federal suppliers with very large advertising budgets. In addition, organic results are saturated with aggregators, marketplaces and trading platforms (like Avito), which collect the lion's share of traffic.
Competitive sphere
Limited budget
Competitor analysis immediately demonstrated the difference in the advertising budget of our client and the main "players" in the search results. It is impossible to argue with companies that spend 100,000 rubles a month on advertising for the top spots in the search results. We will look for other ways.
Good news
The client already had an advertising campaign in Yandex.Direct. Even a less than optimally working advertising campaign is a good basis for launching a new one.
- CTR has been developed
- Click analysis is possible
- There are statistics for adjusting rates
How we worked on the project
We conducted an audit of the existing advertising campaign
Completeness of the semantic core
Relevance of landing pages
Quality of text ads
Statistical indicators (bounces, conversions, CTR, audience profile)
Competitors analyzed
Advertising campaigns (structure, requests, budgets)
Offer (prices, assortment, USP)
Websites (speed, adaptive, catalog, marketing blocks)
We have drawn up a plan for developing an advertising campaign
Alina
contextual advertising specialist
The client advertises according to the list of regions: Rostov Region, Krasnodar and Stavropol Krai + 8 regions. However, the company's office and warehouse are located in Rostov. We decided to allocate targeting to Rostov in a separate advertising campaign with increased rates and detailed adaptation to the region.
Expanded the semantic core with additional queries
| refrigeration equipment |
| refrigeration equipment price |
| buy refrigeration equipment |
| buy commercial refrigeration equipment |
| where to buy refrigeration equipment |
| refrigeration equipment price buy |
| buy gastronorm container |
| Buy display cases |
| Buy commercial display cases |
| Buy display cases for a store |
| Showcase for a store |
| Buy a counter display case for a store |
| Buy a display case for souvenirs |
| Buy a display case for trade |
| trade racks |
| trade racks for a store |
| wall-mounted trade racks |
| trade racks for a store price |
| trade rack price |
| buy wall-mounted retail shelving |
| buy retail shelving |
| buy metal retail shelving |
+235 more requests!
We improved the ad texts, created alternative snippets, and launched an experiment
We improved the main page of the site: we placed the “Cart” button, the Advantages Block, and integrated intelligent search on the site
We set up the Metrica dashboard correctly, connected goal tracking, integrated key goals into Yandex.Direct
We carried out minus for the entire period of the campaign + planned minus for new impressions 3 times a week
We worked with display strategies, introduced different maximum price per click restrictions, connected bid managers, and experimented with conversion costs.
As a result, we allocated targeting to Krasnodar as a separate advertising campaign with its own bidding strategy and regional snippet. This allowed us to significantly increase the CTR of Krasnodar and increase conversion for this targeting. In addition, we launched retargeted advertising for the segment "Section visit + Cart + NOT ordered" to return target users.
Results
The site traffic increased from 50 to 748 visitors during the peak period and to 530 in the stable phase
Average cost per click decreased by 31%
|
Date |
Clicks |
CTR (%) |
Avg. click price (RUB) |
|
Mar 2020 |
372 |
10,23 |
36,59 |
|
Apr 2020 |
294 |
16,31 |
24,95 |
|
May 2020 |
196 |
18,16 |
31,73 |
|
June 2020 |
319 |
18,46 |
32,75 |
|
Jul 2020 |
294 |
16,31 |
24,95 |
|
Aug 2020 |
592 |
17,17 |
28,99 |
|
Sep 2020 |
732 |
17,31 |
24,45 |
|
Oct 2020 |
748 |
18,71 |
26,46 |
|
Nov 2020 |
642 |
18,55 |
27,77 |
|
Dec 2020 |
636 |
18,28 |
26,76 |
|
Jan 2021 |
674 |
19,25 |
25,22 |
The number of site hits increased to 82 per month
Goal for the future
Since March, we have been adding an advertising campaign to Google. We are transferring the full semantic core of Yandex.Direct, reworking the structure and texts to the specifics of Google Advertising, and setting up remarketing.
Contact a specialist!
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