Friday Catch-Up: News from Yandex, Adobe, and Promodo

Let’s welcome the first Friday of winter! Our team selected a few pieces of advice for you from Yandex, Adobe, and Spark.

We also decided to recall the speeches of the Promodo Partners in Almaty held on November, 26th and share the actionable hints with you.  

Geolocation Targeting in Yandex.Direct

Yandex.Direct added a new feature recently.  Now, you can set up an audience with a predefined geographical point and then show contextual advertising  in a particular area. This is a good option for PPC specialist. Alexander Zaremsky, Deputy Head of the PPC Department at Promodo, provides some ideas on how to benefit from such a possibility.

First of all, SMEs and online businesses with offline presence will be able to target contextual campaigns more precisely and effectively. For instance, you can use the radius from 0.5 to 10 kilometers.

It is possible to choose among three kinds of audience selection by geolocation:

1. Regularly visits – people who visit the selected area regularly;
2. Now visiting – people who are in the selected area right now;
3. Were here N days for the specified period – users who have completed the specified condition.

After the audience is set up and processed, advertisers get an opportunity to use this geolocal audience in Yandex.Direct search advertising campaigns, namely to ask them to adjust bids (to increase the rate up to 1200%), as well as to use this audience in Yandex Advertising Network campaigns and then to target customized banners or text-image ads on them.

YandexMaps

Yandex.Direct Analytics and Trends

Yandex in Ukraine shared some data about the geography of advertising campaigns, platforms used, categories dynamics, and advertisers and their location. The full report you can find here (in Ukrainian).  Hereinafter, we will give you the most vital findings our specialists identified in this report:

• 71% of the population of big cities have access to the Internet.
• The frequency of the clicks on ads on smartphones is the highest in Kiev (13.7%) and Odessa (10.5%).
• The biggest amount of clicks on ads is in the following business categories: Electronic appliances (13%), Clothing & Shoes (11%), Auto goods and services (10%), and Construction and Repair: Goods (8%).
• An average monthly increase of active advertisers in 2016 is estimated at 20%.
• The report concludes that small regions became the main traffic generators.

YandexDirect

Black Friday 2016 Breakthroughs

Black Friday 2016 is over and it’s time to analyze some customer behavior data.  Adobe has recently released its 2016 online shopping data. They gathered  data for Black Friday and Thanksgiving Day. So, people spent more than $5 billion online by the end of Black Friday. Another remarkable result is driving over one billion dollars in mobile revenue. On Thanksgiving Day, customers spent about 2 billion and mobile accounted for 40% of sales and 57% of visits.

BlackFridaySales

The top selling toys are reported to be:

1. Lego Creator Sets,
2. Electric scooters from Razor,
3. Nerf Guns,
4. DJI Phantom Drones,
5. Barbie Dreamhouse.

The top selling electronic products were:

1. Apple iPads,
2. Samsung 4k TVs,
3. Apple MacBook Air,
4. LG TVs,
5. Microsoft Xbox.

“Retailers that have invested in mobile, email and social have seen 30 percent more sales on average and 25 percent higher average order values.” – as Adobe study found out.

Benefits of Pictures in Emails

Everyone will agree that photos, icons, graphs, and other visuals make emails more appealing and help businesses deliver messages to their potential clients. So, how to make your email campaign work in full? Study the best hints from Spark below:

1. Add alternative text using <img> alt tag attribute. This will help the readers understand what the picture or video is about if it cannot upload or the user turned on the ‘download image’ option.
2. Create GIF animation – follow the winning strategy of such companies as Nike, Terrain, American Eagle Outfitters, Kate Spade, and many more other.
3. Use infographic to share plenty of information in a convenient, easy-to-grasp way.
4. Follow your brand style, e.g. use the logotype, corporate colors and fonts, etc.
5. Measure the effectiveness of the pictures you use: set a clickable ‘call-to-action’ button and then check how many clicks your picture.
6. Try to use a ‘text’ style instead of HTML. Emails with a decorated footer and header look stylish and personal.
7. Avoid using background images because most email clients don’t display them correctly.

eMailPictures

Online Promotion: What to Do and KPI

On November, 26th Promodo team organized the “Marketing of online stores and services” seminar in Almaty. Promodo Partners Almaty is the second international seminar for online marketing professionals. It consisted of four workshops run by the Promodo experts. Participants communicated with the Internet marketing gurus, learned from their experience, and found out the latest trends in the industry.

Almaty PP

Let us share the key messages made  by Alexander Kolb, CEO at Promodo, who explained what mistakes to avoid while promoting a venue online:

1. Working exclusively with model requests;
2. Short time period to gather stat data;
3. Advertising campaign stops and client’s intervention;
4. Lack of client’s and agency’s feedback;
5. Mixing KPIs of different marketing channels.

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

How to enter a new market using PPC advertising | Case Study

December 1, 2020

How to enter a new market? This is the question lots of retailers who successfully promoted their products within certain regions frequently ask. Marketers tend to believe that display advertising is the easiest way to market a product when entering a new market. In this article, we share the case of an international player and Continue reading >

How to find expired domains: best places to buy expired domains with traffic

November 27, 2020

Imagine a perfect SEO world with traffic coming non-stop to a newly created eCommerce website or a related blog, with the backlinks placed right where you need them, relevant keywords carefully selected for your business and even with its name and the domain name known among the target audience. Making this real is possible with Continue reading >

How to promote new categories of a brand & increase traffic with SEO | Case Study

November 11, 2020

Becoming top-of-mind in a certain niche or industry often makes a brand feel like a hostage of their own name. This means when the brand decides to change or expand the range of products they offer online, customers will need time to start associating the brand with the new product categories. Here SEO comes handy. Continue reading >

Outreach as a service: strategy and the benefits for eCommerce

November 5, 2020

Ahrefs reports 43.7% of the most top-ranking pages have some reciprocal links. The figures speak for the trust Google sees in the backlinks and the use of outreach marketing as a service. In this article we explain what is outreach marketing, figure out what are the benefits of outreach as a service and give the Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

Friday Catch-Up: News from Yandex, Adobe, and Promodo

0
start now

Start now