Channel 1 - Contextual advertising
Posted: Tue Feb 18, 2025 8:19 am
In Search, we identified several key groups of queries, where each segment had a different approach to ads and its own strategy for working with bids.
highly targeted queries for an audience segment ready for targeted action;
general queries for those who are just interested in the category;
competitive queries for placements depending on the competitor group and cost per click;
brand traffic plus recognition of the actors and creators of the musical worked to attract maximum traffic depending on the KPI.
The network used targeting by interests and behavioral iran mobile database characteristics, as well as competitive, general and brand queries. And retargeting was launched by the recency of the site visit and by behavior, plus a discount code was used as a lead magnet.
As a result, the most effective campaigns in terms of attracting traffic to the site were:
performances, general queries - CTR 5.67%;
cinema, general queries — CTR 4.39%;
near-thematic queries on the Pushkin map - CTR 3.17%.
And the most effective conversion campaigns:
branded - CR 6.95%;
retargeting — CR 5.89%;
Pushkin card - CR 6.25%.
As a result, we received 94% of direct transactions from the total volume and 90% of associated transactions through this channel. And the share of total income was 96% with a budget of 57%.
Channel 2 - Social Networks
The following were used in targeted advertising:
Interests. The tool allows you to reach the largest number of users interested in purchasing tickets to the theater and musicals.
Look-alike. The system selects the most relevant audience, similar to those who bought tickets, visited the site and interacted with pages on social networks.
Contextual targeting. Ads were shown to users based on their search queries related to purchasing tickets to musicals.
Static remarketing. To the audience that has already visited the site and viewed tickets, but did not buy them.
We identified the most effective campaigns for obtaining traffic across platforms:
VKontakte: interests of "Afisha", active subscribers of communities and interested audience.
myTarget: interests “Internet banking”, local geo-targeting, contextual targeting for musicals and theaters.
Banned social networks: interests "Musicals", look-alike on those who have already bought
previously.
highly targeted queries for an audience segment ready for targeted action;
general queries for those who are just interested in the category;
competitive queries for placements depending on the competitor group and cost per click;
brand traffic plus recognition of the actors and creators of the musical worked to attract maximum traffic depending on the KPI.
The network used targeting by interests and behavioral iran mobile database characteristics, as well as competitive, general and brand queries. And retargeting was launched by the recency of the site visit and by behavior, plus a discount code was used as a lead magnet.
As a result, the most effective campaigns in terms of attracting traffic to the site were:
performances, general queries - CTR 5.67%;
cinema, general queries — CTR 4.39%;
near-thematic queries on the Pushkin map - CTR 3.17%.
And the most effective conversion campaigns:
branded - CR 6.95%;
retargeting — CR 5.89%;
Pushkin card - CR 6.25%.
As a result, we received 94% of direct transactions from the total volume and 90% of associated transactions through this channel. And the share of total income was 96% with a budget of 57%.
Channel 2 - Social Networks
The following were used in targeted advertising:
Interests. The tool allows you to reach the largest number of users interested in purchasing tickets to the theater and musicals.
Look-alike. The system selects the most relevant audience, similar to those who bought tickets, visited the site and interacted with pages on social networks.
Contextual targeting. Ads were shown to users based on their search queries related to purchasing tickets to musicals.
Static remarketing. To the audience that has already visited the site and viewed tickets, but did not buy them.
We identified the most effective campaigns for obtaining traffic across platforms:
VKontakte: interests of "Afisha", active subscribers of communities and interested audience.
myTarget: interests “Internet banking”, local geo-targeting, contextual targeting for musicals and theaters.
Banned social networks: interests "Musicals", look-alike on those who have already bought
previously.