How to use retargeting with an audience of young parents

1. Часть
How to use retargeting with an
audience of young parents

2. Esky.ru
products in stock
80,000
year founded
2009
Alexander Piskunov
General director
Internet store for parents
and kids

3. Period:
Tools used:
April 18 - May 1, 2016
Lower the advertising cost per order
(CPO)
› Yandex.Direct (retargeting)
Increase number of orders
Objectives

4. Why this is important
Parents of young children are a
very promising target audience: they
make a predictable chain of purchases
including items like diapers — the
average infant uses 4,500 of them.
By motivating parents to purchase
frequently-used items, stores can build
relationships that turn parents into
long-term customers.
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5. Solution
Step 1 Step 2 Step 3 Step 4
Select images for
ads
Set up targeting
criteria for ads
Create audience
segments based on
brand loyalty
Develop sales promotion
5

6. Step 1

7. Develop sales promotion
7
Esky.ru has a running
promotion page called "It's
fun to shop at Esky.ru".
The premise is
straightforward: every week,
customers can order a
particular brand of diapers,
baby food, or formula at a
discount.
One brand participates in the
sale each week. Pampers
diapers were on offer during
the period in which Esky.ru
tested the retargeting
mechanism in Yandex.Direct
for the "It's fun to buy“ page.
www.esky.ru/baby/action/prinyato-pokupat-podguzniki

8. Step 2

9. Create audience segments based on brand loyalty
9
Users were dividedinto five
segments based on their loyalty
to particular diaper brands:
› Pampers
› Huggies
› Goon
› Merries
› Libero
Esky.ru set the "Pampers
diapers" goal with the conditions
"view brand page" or "view
product profile of Pampers item“
in Yandex.Metrica.
metrika.yandex.com

10. Step 3

11. Set up targeting criteria for ads
Site visitors who viewed Pampers
products or used search filters for that
brand on Esky.ru were shown retargeted
ads when they then visited ad network
sites.
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news.yandex.com

12. Step 4

13. Select images for ads
13
When Pampers products are on sale, users in the "Pampers buyers"
segmentsee text & image ads informing them about the discount on
Pampers. These ads direct users to the "It's fun to shop at Esky.ru:
Pampers"promo page.
When the promotion switches to another brand, users in the "Pampers
buyers" segmentare serveda rotation of ads that includes Pampers
reminders (with no mention of sales) along with ads for products currently
on sale.
Additionally, two differentcolor promotional banners were tested during
the campaign. The CTR of the two banner colors were:
— light blue = 0,13%
— magenta = 0,12%.
Esky.ru concluded that both colors were equally effective and decided
to continue using both.
“Are you still interested in
Pampers?”
“Promos and discounts at
Esky.ru”
“Discount on Pampers!”“Discount on Pampers!”

14. Results

15. CPO and CR dynamics
15
CPO CR
Before CPO (cost per order) was optimized, advertisingcosts exceeded
700 RUB per order. Several days after the testing period, this figure had
dropped to 76 RUB. The average CPO was 264 RUB.
Before optimization, the Conversion Rate hovered at about 3%. At the
end of the testingperiod, average CR had increasedto 7% and within a
few more days, it had reached24%.
0
100
200
300
400
500
600
700
800
0%
5%
10%
15%
20%
25%
30%

16. Number of daily transactions
Before optimization, Esky.ru
received an average of
three orders a day. Just a
few days after the testing
period, this figure had risen
to 37. The average number
of daily orders was 16.6.
16
0
5
10
15
20
25
30
35
40
Number of orders

17. Results
+330%
62%
increase in orders from retargeting
decrease in CPO
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18. We are very happy with the results of
optimization: thanks to this detail work, our
number of transactions from retargeting ads
rose by 330%. We plan to continue building
on this success.
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Alexander Piskounov
General director

19. Case prepared in cooperation with
www.i-media.ru
i-Media
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