As a result, with a 2-fold increase in the budget for Yandex, the number of impressions increased by 5.5 times, that is, the Network became a symbiosis of performance and brandformance for us . And we managed to keep the number and cost of orders almost at the same level, if we take a cross-section of all channels. This result was influenced not only by the strengthening of media advertising, what else helped and what sources were attracted, we will tell you further.
Previously, we actively used Google UAC, but in the current situation, we came to Yandex as an alternative. We launched in February-March, and with lower costs by about 44%, CPL increased by only 23%. At the same time, we managed to compensate for the loss of requests from Google UAC by 60-70% during the acute period. But in April, competition increased, and the results became less impressive.
Driving Yandex Zen readers
Similar to the story with the Network, we will talk about conduit cn mobile number database combining performance and brandformance approaches. The task was to increase the number of orders and installations of the branded application, as well as to increase the reach and recognition of the brand. For this, we prepared 3 types of articles: product (about the advantages and features of the brand), interactive (including the test "What do you know about pizza?") and informational (about the benefits of installing a mobile application). At the same time, we tested several options for headlines. In terms of the ratio of the number and cost of orders, product articles worked best. Interactive ones showed the maximum number of orders, but their cost was the highest.
Attracting subscribers to a VKontakte group
The task was to increase the number of subscribers in the group, who were subsequently sent a unique offer with a promo code from the brand in messages via the Senler service. Users were attracted using targeted advertising on VKontakte in 2 stages. First, posts that were published directly in the group were promoted. And then the funnel was gradually expanded, more actively connecting retargeting audiences, key queries and parsing of competitor groups.
The collected audience was offered 2 types of creatives that motivated them to subscribe to the group itself for a limited time: memes that formed positive associations with the brand, and announcements a week before the mailing. As a result, the number of subscribers increased by 175%, and the number of orders using the promo code received by users in the VK group increased by 20%.