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How to use retargeting with an audience of young parents

Esky.ru

products in stock80,000

year founded2009Alexander PiskunovGeneral director

Internet store for parentsand kids

Period:

Tools used:

April 18 - May 1, 2016

Lower the advertising cost per order (CPO)

› Yandex.Direct (retargeting)

Increase number of orders

Objectives

Why this is important

Parents of young children are a very promising target audience: they make a predictable chain of purchases including items like diapers — the average infant uses 4,500 of them.

By motivating parents to purchase frequently-used items, stores can build relationships that turn parents into long-term customers.

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Solution

Step 1 Step 2 Step 3 Step 4

Select images for ads

Set up targeting criteria for ads

Create audience segments based on brand loyalty

Develop sales promotion

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Step 1

Develop sales promotion

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Esky.ru has a running promotion page called "It's fun to shop at Esky.ru".

The premise is straightforward: every week, customers can order a particular brand of diapers, baby food, or formula at a discount.

One brand participates in the sale each week. Pampers diapers were on offer during the period in which Esky.ru tested the retargeting mechanism in Yandex.Direct for the "It's fun to buy“ page.

www.esky.ru/baby/action/prinyato-pokupat-podguzniki

Step 2

Create audience segments based on brand loyalty

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Users were divided into five segments based on their loyalty to particular diaper brands:

› Pampers

› Huggies

› Goon

› Merries

› Libero

Esky.ru set the "Pampers diapers" goal with the conditions "view brand page" or "view product profile of Pampers item“ in Yandex.Metrica.

metrika.yandex.com

Step 3

Set up targeting criteria for ads

Site visitors who viewed Pampers products or used search filters for that brand on Esky.ru were shown retargeted ads when they then visited ad network sites.

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news.yandex.com

Step 4

Select images for ads

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When Pampers products are on sale, users in the "Pampers buyers" segment see text & image ads informing them about the discount on Pampers. These ads direct users to the "It's fun to shop at Esky.ru: Pampers" promo page.

When the promotion switches to another brand, users in the "Pampers buyers" segment are served a rotation of ads that includes Pampers reminders (with no mention of sales) along with ads for products currently on sale.

Additionally, two different color promotional banners were tested during the campaign. The CTR of the two banner colors were:

— light blue = 0,13%— magenta = 0,12%.

Esky.ru concluded that both colors were equally effective and decided to continue using both.

“Are you still interested in Pampers?”

“Promos and discounts at Esky.ru”

“Discount on Pampers!”“Discount on Pampers!”

Results

CPO and CR dynamics

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CPO CR

Before CPO (cost per order) was optimized, advertising costs exceeded 700 RUB per order. Several days after the testing period, this figure had dropped to 76 RUB. The average CPO was 264 RUB.

Before optimization, the Conversion Rate hovered at about 3%. At the end of the testing period, average CR had increased to 7% and within a few more days, it had reached 24%.

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Number of daily transactions

Before optimization, Esky.ru received an average of three orders a day. Just a few days after the testing period, this figure had risen to 37. The average number of daily orders was 16.6.

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Number of orders

Results

+330%

62%

increase in orders from retargeting

decrease in CPO

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We are very happy with the results of optimization: thanks to this detail work, our number of transactions from retargeting ads rose by 330%. We plan to continue building on this success.

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Alexander PiskounovGeneral director

Case prepared in cooperation with

www.i-media.ru

i-Media

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