Fort Family / Rublev Family
After a difficult period of isolation and losses for the event industry, the effectiveness of contextual advertising has significantly decreased. The sales department received up to 40% of non-converting leads, only part of the campaigns (branded ones) worked, the rest brought no applications or brought leads for 700-800 rubles, ROMI was rapidly falling.
Task: Contextual ads set up (Yandex Direct) for quest-show during the period from December 2020 to January 2021
Stage 1. Analysis
After analyzing the existing ACs, we came to the following conclusions:
- Irrelevant key phrases were used in the same ad groups with effective search queries. That decreased the quality of leads and made it difficult to build an effective bidding strategy.
- Optimization of advertising campaigns has not been carried out for a long time due to the large amount of work (more than 30 projects in different cities of the Russian Federation) and the difficult situation in the state.
- Counters on sites were configured incorrectly. The number of targeted actions (watching a video, moving to another page, etc.) was excessive, which prevented an adequate assessment of real conversion rates.
- Due to the inefficiency of advertising campaigns, low daily budgets were allocated to Yandex Direct (about 200 rubles per day), which did not allow attracting the necessary amount of traffic.
Stage 2. Testings
Having collected the initial information, we began to correct the ACs:
- We determined the most effective phrases for each project and divided them into separate campaigns, which allowed us to control bids better.
- Broad requests that brought both junk traffic and revenue for projects were divided into separate campaigns to collect more detailed statistics and further analysis.
- For each project, we created new metrics counters, added only convertible target actions to them: submitting forms and clicking on a number.
- Approved a new budget for testing.
Stage 3. Optimization and scaling of advertising campaigns
An analysis of the results of the first stage showed that some campaigns with a broad query brought too many non-converting leads. We conducted a thorough audit of received applications using Roistat and Bitrix-24, disabled non-working keywords and included them in the negative lists of keywords. This made it possible to clean traffic as much as possible and significantly increase revenue.
December 2020:
Ad budget: 92 878
Leads: 1201
Revenue: 2 050 256
Average CPL: 77.33
ROMI: 2107,47%
January 2021:
Ad budget: 58 649
Leads: 2901
Revenue: 3 660 200
Average CPL: 20.22
ROMI: 6140,86%
Results:
We managed to significantly reduce advertising costs, while tripling the number of converting leads, and almost doubling the revenue. In just one month, ROMI almost tripled.
