Increasing brand awareness with Yandex.Direct ad networks campaigns

1. Часть
Increasing brand awareness with
Yandex.Direct ad networks
campaigns

2. Belmarco
dealers in Russia
237
founded
2010
Linar Khusainov
Marketing Director
Car-beds for children
Ulyanovsk, Russia

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. 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. 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. Step 1

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. Step 2

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. Step 3

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. 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. 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. Step 4

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. 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. 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. 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. Results

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. 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. 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. 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. Results
200%
15 cities
increase in sales in one year
company presence established in
24

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.