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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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Sale of commercial equipment:
Increase in the number of leads to 82, decrease in cost per click by 31%

Advertising system
Yandex.Direct
Age of the advertising campaign
7 months
Budget per month
Up to 30,000 RUB
Lead growth (per month)
+82
Briefly about the client's business:
Supplier of commercial, refrigeration, heating equipment for shops and HoReCa
The main goal:
increase the flow of requests from the site
Tasks
Analysis of the existing advertising campaign in Yandex.Direct
Adjustment of the existing advertising campaign in Yandex.Direct
Maintaining an advertising balance of up to 30,000 rubles 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.
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