Informative case studies covering the development of Yandex client’s advertising efforts including goals, tools deployed, and end results.

1. Часть рисунка с идентификатором отношения rId50 не найдена в файле.
Часть рисунка с идентификатором отношения rId50 не найдена в файле.
Часть рисунка с идентификатором отношения rId50 не найдена в файле.
Spend less for more calls:
How Yandex.Audience helped a
water delivery company increase
conversions and cost-savings

2. 2
+31%
calls*
–30%
lower CPA*
–40%
lower budget*
CPA Calls
June July August September
* Comparing periods before and after
Goal
Increase overall number of calls from
new customers within a specific
budget
Zdorovaya Voda (ZV)
Office water delivery service
Tools used
› Yandex.Audience
› Yandex.Direct
 Search campaigns
 Content campaigns
Period
June — September 2016

3. founded
1997
Dmitry Bolshakov
General director
25 companies with contracts
for regular delivery
Zdorovaya Voda (ZV)
Office water delivery service
vodaplus.ru
Moscow city and region
Industry: B2B Local business

4. Период:
Использовали:
Goal
Increase overall number of calls
from new customers within a
specific budget
3

5. When Yandex.Audience was first launched, we immediately
noticed the Look-Alike technology, allowing advertisers to create
segments of “similar” users based on client data. We suggested to
our client that they be one of the first to try it. Their ad campaigns
had already been optimized at that point, and they were looking for
new sources to further expand their reach.
Alexander Shestopalov
Senior account manager, ArrowMedia
4

6. Step 1 Step 2 Step 3 Step 4
Prioritize Look-alike
audience with bid
adjustments
Set up retargeting
list based on Look-
alike segment
Create Look-alike
segment based on
phone data
Upload CRM phone data
to Yandex.Audience
Solution
5

7. Step 1

8. Upload CRM phone data to Yandex.Audience
ZV took 13,500 phone numbers from their CRM system,
deleted any duplicates, and compiled them into a CSV file…
Which was then uploaded into Yandex.Audience and used to
create a segment.
audience.yandex.ru
phones
8

9. Step 2

10. Create Look-alike segment based on phone data
10
ZV created a Look-alike segment with settings that guaranteed
maximum similarity to the original segment. The company also chose
to keep the same user distribution by city and device of the original
segment.
ZV could then use Yandex.Audience to find and group the anonymous
identifiers of users similar to Zdorovaya Voda’s clients. The reach forecast
for users with similar interests and browsing behavior was 600,000.
audience.yandex.ruaudience.yandex.ru

11. Step 3

12. Set up retargeting list based on Look-alike segment
The Look-alike segment from
Yandex.Audience could then
serve as the basis for a
retargeting list in Yandex.Direct
“similar to those who called the
company.”
12
direct.yandex.ru

13. Step 4

14. 14
Prioritize Look-alike audience with bid adjustments
yandex.ru
hh.ru
Bids in the main campaign were decreased by a third, and increased
for Look-alike users by 100%.
Bids for users found via Look-alike were raised by 50% in the
rest of ZV’s search and YAN campaigns.
Zdorovaya Voda concentrated their efforts on the audience most likely to give them a call.

15. Results

16. Report Wizard confirmed traffic quality
The audience found via the
Look-alike segment differed
significantly from typical users:
• twice as many clicks
• half the bounce rate
• 30% higher page depth
Most importantly, the
conversion rate for this
audience was twice higher than
typical users.
16
Retargeting list
(adjustments)
CTR
(%)
Average
CPC. RUB.
Average
display
position
Average
click
position
Bounce
rate (%)
Depth
(pages)
CR (%)
All users 10.69 111.22 2.73 2.23 36.73 3.06 8.16
Look-alike segment 19.51 219.33 2.34 2.43 16.67 4.00 16.67

17. The number of calls from new customers increased
Thanks to Look-alike technology, Zdorovaya Voda’s ads were able to win the auctions that mattered while avoiding
overspending on impressions for users unlikely to convert. As a result, overall traffic from Yandex.Direct remained
unchanged, CPC increased slightly alongside traffic quality. Users attracted via Look-alike segment were much more likely
to convert and call the company, which had a positive effect on budget cost-savings.
17
comagic.ru
September 2016August 2016July 2016June 2016
Conversion,%

18. We plan to regularly allocate a small budget for experiments. Our
manager at ArrowMedia suggested that we test out
Yandex.Audience as soon as it was released. Over the years, we
had amassed a significant database of clients who placed orders
for water delivery. This made it possible for us to segment a similar
audience and focus on it. We noticed positive effects from the very
first days even thought our test started during a generally slow
period for our market.
18
Dmitry Bolshakov
General director, Zdorovaya Voda

19. Case prepared in collaboration
with
www.arwm.ru
ArrowMedia