Yandex case study: How graphical ads help grow sales and decrease CPO (Ukraine)

Step 1

Create banners

Graphical ads are a new format for Direct to show within the Yandex Advertising Network (YAN). The audience in the Ukrainian YAN is about 7 million users per month. This does not usually intersect with the search audience.

We created banners using the corporate image. All available formats of banners were placed on mobile and desktop platforms.

The sample banners below contain information about the type of tires, company address, and links to the catalog, shipping details, and options for wholesalers.

Step 2

Set displays for keywords

We launched a new campaign using textual-graphical ads grouped by keywords. To fully reach the target audience, we displayed the ads using broad match, e.g. keywords like “winter tires,” “tires for winter,” “auto tires,” etc.

Step 3

Set displays for retargeting

We also displayed the ads to users who visited the site during the last 30 days.

Step 4

Manage bids

For the campaign, we chose the “Manual bid management” strategy. The daily budget was set to gain the maximum volume of traffic, according to selected maximum CPC.

Results

The number of sessions from the YAN (in the Metrica report, this is called “Context”) increased by 50%during the campaign.

The number of orders from the YAN (in the Metrica report, this is called “Ad traffic”) also increased by 50%during the campaign.

The case study is prepared in cooperation with the Yandex.

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