Increasing brand awareness with ad network campaigns in Yandex.Direct

1. Develop first level of sales funnel — increase awareness of new products
2. Increase sales

Tools used:

• Ad networks (Yandex.Direct)
• Retargeting (Yandex.Direct)
• Yandex.Metrica

Period: 2014 - ongoing

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.

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.

In order to maximize their campaign’s reach within ad networks, Belmarco created an ad-network-only campaign.

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.

Parents from Russia, Belarus, and Kazakhstan began to see ads like these when visiting sites in ad networks.

Belmarco used retargeting to reach out to users who took steps toward purchasing a bed but did not complete the process.

Bid for retargeting ads were increased 2-4 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.

Ad networks brought in a total of 54% of site visits and 79% of all orders.

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.

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.