Post on 15-Apr-2017
transcript
M.Video
cities162
stores382Retail chain of electronics and household appliance stores
www.mvideo.ru
Yekaterina KurochkinaInternet marketing manager
founded1993
Period:
Tools used:
September 2015 — now
Expand semantic reach for a wide product range
› Yandex.Direct (Dynamic ads)
Increase sales
Objectives
Why is this important?
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Large retail stores with wide product ranges often use keywords with low traffic volume (category and model names) to create a large number of similar ads, and then maintain the list’s relevance. This process is both resource-intensive and prone to errors.
Yandex.Direct, on the other hand, can automatically generate ads for each product: the bot crawls the site and creates all necessary ads, freeing up advertisers to do other important tasks.
Solution
Step 1 Step 2 Step 3
Expand reach to entire range in all regions
Testing in 3 product categories for the Moscow area
Develop structure of account and ad groups in campaign
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Structure account and ad groups in campaign
M.Video created separate campaigns for each product category, allowing them to monitor the results more specifically. This structure is easy to scale as necessary. Moscow was chosen as the test region, and 8 campaigns were created for each product category.
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05Large household appliances
01Accessories
02Audio-video
06Small household appliances
03Computer hardware
07Smartphones
04Entertainment and games
08Photo-video-auto
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In September dynamic ad testing began for the “Audio-video,” and “Computer hardware,” and “Entertainment and games” in Moscow.
Three dynamic ad campaigns were created for these categories.
direct.yandex.ru
Testing in 3 product categories for the Moscow area
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It’s as simple as entering the site URL, writing a text to appear in all ads, and addingsitelinks.
The ad title, landing page URL, display link, and keywords will generate automatically.
direct.yandex.ru
Creating dynamic ads
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M.Video wanted to generate all ads in specific categories and avoid generating ads for out-of-stock items. The following settings made this possible:
› URL of a list of product offerings entered — a link to a category, for example,“TV 4K UHD”
› 3 conditions set: the content page does not contain the phrase“Product temporarily out of stock,” “Product sold out,” or “Product can only be purchased in retail stores.”
Creating dynamic ads
direct.yandex.ru
How dynamics appear in search results
Desktop Mobile
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Ads appear with titles and links that are relevant for each individual user.
Expanding reach to entire range in all regions
Initial results for the test campaigns in Moscow showed an ROI of 1200% and improved reach through keywords with low search volume.
Based on the test results, M.Video expanded dynamic ads to 8 categories in 20 regions.
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Results: CPO
In comparison with the average Yandex.Direct CPO(not counting “branded” queries entered with the wrong keyboard settings or spelling errors), the average CPO of dynamic ads was 36.9% lower.
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Average CPO CPO of dynamic ads
–36.9%
Rostov-on-DonNovorossiysk
Samara
Moscow
Astrakhan
Nizhny Novgorod
Voronezh
Saint Petersburg
Surgut
YekaterinburgVolgograd
Sochi
Stavropol
Novosibirsk
Chelyabinsk
Novokuznetsk
Orenburg
Tambov
Kazan
Nizhnevartovsk
CR by city and category
CR by city CR by category
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Average CR for the channel was 1.1%. The maximum CR was in Moscow at1.4%, and the minimum in Orenburg — 0.2%.
The maximum CR of 2.4% was found in the “Entertainment” category, and the minimum CR, 0.6% in “Smartphones.”
Accessories
Audio-video
Computer hardware
Entertainment
Large household appliances
Photo-video-auto
Smartphones
Small household appliances
0
0.2
0.4
0.6
0.8
1
1.2
1.4%
0
0.5
1
1.5
2
2.5%
Expenditures/Revenue by city*
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Orders came in for all the cities that participated in the experiment.
Nizhnevartovsk showed the lowest ROI — 68%, whereas Rostov-on-Don even beat Moscow, with an ROI of 1848%.
Returns in Nizhny Novgorod and Yekaterinburg were also quite high. *70% of orders took place in Moscow and Saint Petersburg and are not displayed in this graph.
Расход ВыручкаExpenditures Revenue
Accessories
Audio-video
Computer hardware
Entertainment
Large household appliances
Photo-video-auto
Small household appliances
Smartphone
Revenue Expenditures
Expenditures/Revenue
In the 4 months of using dynamic campaigns aligned with M.Video’sstrategy, this new channel has provided total revenue exceeding the dynamic ads budget by 11.5 times.
Average ROI amounted to 1051%.
The dynamic ads paid for themselves more than ten times over.
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Dynamic ads have proven themselves — they require little work and minimize the risk of missing relevant keywords. The main advantage of dynamic ads is the reach provided by less common keywords not found in the main campaigns by model and category.
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Yekaterina KurochkinaInternet marketing manager