Single Performance Campaign: 2.5x Revenue Growth for Furniture E-CommerceJanuary 2024
Posted: Tue Feb 18, 2025 7:22 am
Our case will focus on replacing product campaigns. They have been showing low results for a number of categories of advertised products recently, and we were faced with the task of improving the indicators. We assumed that EPC is an obvious alternative to product campaigns, but with broader capabilities, and we received excellent results that exceeded our expectations. Our colleagues from ArrowMedia, Svetlana Kazakova and Irina Lyashchenko, talk about the mechanics and results of testing.
Advantages of EPC over product campaigns
The main ones include the presence of separate groups and the ability to add up to 50 ads to each. This allows you to combine several categories/product characteristics in one advertising campaign and specify your own advertising materials with specific USPs, creatives, and extensions for each ad. It also helps to cover more advertising formats within one campaign. In product campaigns, for example, there are no graphic banners and carousels, and you can only add creatives and texts in limited quantities.
Among the advantages, we also note the list of us mobile number database following capabilities:
set the conditions for retargeting and audience selection;
select autotargeting settings;
add an advertising campaign to Yandex Experiments and conduct a/b tests;
set target action price adjustments at the group level (a completely new setting that is only available in the EPC), as well as rate adjustments for different audiences;
make mass edits via Commander (this feature was not available at the start of our beta testing, but was added later);
as well as the presence of a list of prohibited sites.
The EPC also has more complete settings for automatic strategies, the presence of promotions and flexible settings for time targeting. Of the disadvantages, we will note only the inability to add product ads by site or file from a computer, as in a product campaign (at the time of testing the tool, there was no such option. Now it is possible, but only when creating a new ad in a new group).
In our project for an online store of designer furniture, the efficiency decreased for a number of categories from different product campaigns, and they worked for a month with a high DRR. The usual optimization did not change the situation in any way, and the campaigns were on the verge of being turned off. Then we put forward a hypothesis that the expanded functionality of the EPC will help launch more different ads and targeting for different product groups within one campaign. And due to the large amount of statistics, the automatic strategy will learn faster and find its target audience, increasing the efficiency of the work.
Advantages of EPC over product campaigns
The main ones include the presence of separate groups and the ability to add up to 50 ads to each. This allows you to combine several categories/product characteristics in one advertising campaign and specify your own advertising materials with specific USPs, creatives, and extensions for each ad. It also helps to cover more advertising formats within one campaign. In product campaigns, for example, there are no graphic banners and carousels, and you can only add creatives and texts in limited quantities.
Among the advantages, we also note the list of us mobile number database following capabilities:
set the conditions for retargeting and audience selection;
select autotargeting settings;
add an advertising campaign to Yandex Experiments and conduct a/b tests;
set target action price adjustments at the group level (a completely new setting that is only available in the EPC), as well as rate adjustments for different audiences;
make mass edits via Commander (this feature was not available at the start of our beta testing, but was added later);
as well as the presence of a list of prohibited sites.
The EPC also has more complete settings for automatic strategies, the presence of promotions and flexible settings for time targeting. Of the disadvantages, we will note only the inability to add product ads by site or file from a computer, as in a product campaign (at the time of testing the tool, there was no such option. Now it is possible, but only when creating a new ad in a new group).
In our project for an online store of designer furniture, the efficiency decreased for a number of categories from different product campaigns, and they worked for a month with a high DRR. The usual optimization did not change the situation in any way, and the campaigns were on the verge of being turned off. Then we put forward a hypothesis that the expanded functionality of the EPC will help launch more different ads and targeting for different product groups within one campaign. And due to the large amount of statistics, the automatic strategy will learn faster and find its target audience, increasing the efficiency of the work.