Project details
Period: April–June 2024
Impressions: 34 million
Promoted topics: Vacations in Türkiye, Comfort Class, Shuttle
Strategy: Optimization for external traffic
Targeting criteria: Russia, men and women aged 18–55 with an interest in travel
Yandex PromoPages is a platform for creating and publishing advertising articles that engage your audience and drive conversions. The platform is used at the consideration stage, nudging users toward your business.
Timeline
APRIL
In mid-April, we launched five articles about vacations in Türkiye. The articles included both native and promotional content:
Users were more likely to click on ads that avoided explicit promotional messaging. They were more likely to visit the website after reading the article “What experienced travelers need to know about vacationing in Türkiye”.
By the end of April, the cost per full read and cost per click to the “What experienced travelers need to know about vacationing in Türkiye” webpage were $0,18 and $0,44, respectively.
For the “Here's why choosing Aeroflot benefits you,” article, the metrics for the same period were $0,53 and $1,4, respectively.
This result is linked both to the article's more native messaging and to the fact that the primary audience of Yandex PromoPages is people aged 30+. As performance improved, we decided to keep only two articles in this category.
Insight: To attract experienced travelers over 30 to your services, Yandex PromoPages is a proven solution. This format resonates with audiences over 30, who tend to prefer long-form articles compared to younger demographics.
MAY
In May, we published five articles promoting Aeroflot’s new Comfort Class product.
All articles had promotional messaging, which slightly reduced their performance compared to the “Flights to Türkiye” articles. For example, the average cost per full read and CPC was $0,43 and $1,04, respectively.
For the “Flights to Türkiye” articles, the May statistics were more favorable. The cost per full read was $0,2, and the CPC was $0,53.
Insight: Native articles deliver better results compared to explicitly promotional ones.
Overall, the results are positive, as the campaigns were optimized to lower the cost per click to the website. However, native content may underperform for advertisers prioritizing CPA. While audiences often find these articles engaging, they typically lack the direct call-to-action needed to drive conversions.
JUNE
In June, we launched new articles promoting a product called Shuttle.
Despite the explicit promotional messaging, the articles initially performed quite well. For example, in June, the cost per full read was $0,32, and the CPC was $0,86 — significantly outperforming the Comfort Class articles in their first month (May). As a result, we successfully improved our performance in June.
Cost efficiency
In June, we refined our KPIs for the channel and shifted our focus to post-read conversions.
As a result, for the period from April to June (with a 30-day attribution window), the conversion statistics are as follows:
Insights
Yandex PromoPages delivers high conversions for advertisers, even without a conversion-focused approach. This is backed by a strong post-read conversion rate and the final post-read cost revenue ratio of 9.46%.
For Aeroflot, our client, we identified the most effective format for collaboration with Yandex PromoPages:
1. Native articles.
2. Article content tailored for audiences aged 30+.
3. Advertising campaigns optimized for post-read conversions.
This approach was key to achieving such great results.
