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Increasing brand awareness with Yandex.Direct ad networks campaigns

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Increasing brand awareness with Yandex.Direct ad networks campaigns

  1. 1. Часть Increasing brand awareness with Yandex.Direct ad networks campaigns
  2. 2. Belmarco dealers in Russia 237 founded 2010 Linar Khusainov Marketing Director Car-beds for children Ulyanovsk, Russia
  3. 3. Period: Tools used: 2014 - ongoing Develop first level of sales funnel — increase awareness of new products › Ad networks (Yandex.Direct) › Retargeting (Yandex.Direct) › Yandex.Metrica Increase sales Objectives
  4. 4. Bottleneck in the sales funnel The niche market for children’s beds appeared very recently in Russia. This being the case, the problem of awareness was especially urgent — most parents of children in the target age group simply don’t know about different options available. If Belmarco was going to create stable demand for their products, they needed broad reach by telling as many parents as possible about their unique beds. 4 Awareness Interest Desire Purchase
  5. 5. Solution Step 1 Step 2 Step 3 Step 4 Retarget previous site visitors Increase brand awareness with ad network campaigns Track on-site behavior with Yandex.Metrica goals Get user contact information for later retargeting 5
  6. 6. Step 1
  7. 7. Get user contact information for later retargeting 7 During the promotion, visitors were given the chance to receive a 3000 ₽ discount applicable at any time. To do so, visitors were asked to give their phone number and enter a confirmation code they received by text message. This process helped bring the number of uncompleted purchases to a minimum: Belmarco could easily contact customers who didn’t complete orders.
  8. 8. Step 2
  9. 9. Track on-site behavior with Yandex.Metrica goals Belmarco created goals to track the following important events: reserving the discount, ordering a bed, placing a discounted order, ordering additional options (lighting, mattress, linens). All these events (as well as buttons pressed, forms filled out, etc.) were set as goals using Javascipt. 9 metrika.yandex.ru metrika.yandex.ru
  10. 10. Step 3
  11. 11. Increase brand awareness with ad network campaigns In order to maximize their campaign’s reach within ad networks, Belmarco created an ad-network-only campaign. 11 direct.yandex.ru
  12. 12. Increase brand awareness with ad network campaigns Belmarco wanted their ads to emphasize just how multifaceted their unique car- beds are — aside from being high-quality furniture, they also encourage kids to use their imagination, make great birthday gifts, and can help get rowdy kids to sleep. To achieve this, they used broad, generic keywords, all related to children, in their campaigns, which gave them reach beyond those users actively searching for children’s beds. 12 3 year old child, healthy development, child development, sleep schedule, speech development, etc. children’s world, furniture order, children’s furniture, children’s goods, children’s beds, children’s rooms, etc. sleeping child, sleep kid, sleep schedule, child schedule, bedtime, etc. one-year old boy, girl’s birthday, gift for child, one- year old girls, daughter birthday, gift for son, gift for daughter, son birthday, boy’s birthday, etc.
  13. 13. Increase brand awareness with ad network campaigns On desktop computers On mobile devices 13 Parents from Russia, Belarus, and Kazakhstan began to see ads like these when visiting sites in ad networks. belmarco.ru Что  подарить   на  день  рождения? Необычные  детские   кровати!  Подарите счастливое  детство своему  ребенку!
  14. 14. Step 4
  15. 15. 15 User’s on-site behavior determines their level of interest User is added to the relevant retargeting list User receives personalized message Retarget previous site visitors Belmarco used retargeting to reach out to users who took steps toward purchasing a bed but did not complete the process.
  16. 16. Часть Retarget previous site visitors: “Warm” 16 User visits the site but doesn’t reserve the discount. User added to retargeting list: “visited site” + did not “reserve discount” + did not “order bed.” On-site behavior Retargeting list Personalized message User shown message encouraging them to watch real customers’ video reviews. Реальные отзывы о Бельмарко! belmarco.ruAwareness Interest
  17. 17. Часть Retarget previous site visitors: “Hot” 17 User confirms 3000 ₽ discount but stops short of making a purchase. User added to retargeting list: “visited site” + “reserved discount.” On-site behavior Retargeting list Personalized message User shown reminder about 3000 ₽ discount offer. Awareness Interest Purchase Скидка 3000 руб.! На Кровать-Машину! belmarco.ru
  18. 18. How retargeting ads look On desktops On mobile devices 18 Bid for retargetingads were increased2-4 times in order to draw back visitors already familiar with the brand. Over a 30-day period, they saw “reminders” on sites in ad networks.
  19. 19. Results
  20. 20. Results: traffic Ad networks brought in a total of 54% of site visits and 79% of all orders. 20 46,% metrika.yandex.ru metrika.yandex.ru
  21. 21. Results: traffic Out of all discounted purchases made by visitors from ad networks, 35% took place after visiting the site at least twice. The average conversion rate among visitors from ad networks was 0.85%. Few visitors converted on their first visit: 0.6%. The conversion rate gradually increased with subsequent visits, reaching the maximum of 1.17% 32–64 days after the first visit, and remained high at 1.1% up to day 127. 21 metrika.yandex.ru metrika.yandex.ru
  22. 22. Часть Result: expanding presence across Russia 22 Belmarco has production in Ulyanovsk, but thanks contracts with transport companies, the company delivers their beds across Russia,Kazakhstan, and Belarus. In just two years, Belmarco succeeded in expanding their presence to 15 cities in Russia. Moscow Saint Petersburg Ulyanovsk Bryansk Voronezh Volgograd Penza Perm Saratov Cheboksary Ufa Rostov-on-Don Yaroslavl Krasnoyarsk Krasnodar Novosibirsk
  23. 23. Results: sales Yandex.Direct campaigns started in 2014, and have become a reliable sales channel. Growth over the course of 2015 exceeded sales in 2014 by 200%. 23 2014 2015
  24. 24. Results 200% 15 cities increase in sales in one year company presence established in 24
  25. 25. 25 Linar Khusainov Marketing director At some point we simply hit a plateau with our search traffic, but we really needed to grow. Ads networks offer virtually unlimited opportunities to increase traffic. The main task is to learn how to work with your audience, and actively familiarize them with your product.

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