Our agency is engaged in integrated marketing and helps companies build sales. Today we will share our experience of launching contextual advertising in Yandex.Direct for one of our clients.
about the project
Customer: a large online store.
Range: more than 7000 products – from smartphones and computers to board games and products for children.
Features of the project: during 2019 90% of sales were brought by Yandex.Market. But for an online store with an average margin of 7-10%, this is an expensive source of traffic. The situation was also complicated by the growth of competition and dumping.
A task: Find additional online sales channels.
KPI: the average order value should be no more than 10% of the sales amount.
Work period: one month (December 2019).
About strategy, choice of channels and tools
The key project strategy is to redistribute part of sales from Yandex.Market to alternative channels, where we could work more flexibly with the store’s pricing policy and at the same time have optimal KPIs. Since our team has extensive experience with various advertising channels, we decided to test them to the maximum, and then scale the most effective ones.
As a result, we decided to use:
- contextual and display advertising in Yandex.Direct and Google Ads;
- targeted advertising;
- posting on social networks;
- placement on sites like “search-selection” (for example, Aport and Regmarkets);
- email newsletters;
- placement on the Admitad site.
We were not limited by the general budget and the order of launching the channels. But it was not without difficulties: at the stage of developing a strategy, we realized that popular goods very quickly end in stock. Hundreds of positions could be bought up in 1-2 days.
This situation complicated the launch of contextual advertising for individual products and product categories, since manually tracking the availability of goods in the warehouse is a voluminous task both for us and for the client. We realized that we need to look for services and tools to automate contextual advertising. We stopped at a linguo generator from eLama, because:
- It is designed specifically for promoting online stores – it allows you to automatically create advertising campaigns in Yandex.Direct and Google Ads based on the uploaded YML feed.
- We have been working with eLama for three years, we are familiar with the service and its capabilities.
Following the promotion strategy, we had to test all sections of the site and determine which of them is more profitable to drive traffic to.
Before launching, we analyzed sales by site categories and made preliminary forecasts for each of them.
They offered to launch advertising for the most promising sections, but the client insisted on launching it in all sections at once. This significantly worsened the overall performance, but we are confident that the results and insights obtained will help us in our future work.
What was done with the linguo generator
We structured advertising campaigns by catalog sections
This was important because each section has its own margin. Somewhere it is 3%, and somewhere all 50%. At the same time, average receipts vary from 500 to 100,000 rubles, and this significantly affects the maximum allowable cost of an attracted order.
It turned out to be very simple to make such a division in the linguo generator – it was enough to transfer the section code in the YML file and choose to create a campaign structure “by sections”.
Excluded from generation specific products in sections
We excluded all goods that cost less than RUB 300. For example, this function came in handy for the section with batteries and accumulators, where the price of one item could be from 99 to several thousand rubles.
Selected suitable combinations of key phrases
Linguistic generator allows you to choose how to create keywords, as well as combine them into one ad group or specify transactional supplements. Let’s look at an example.
We pass the following data in the YML file:
- section “headphones”;
- product name “air pods pro”;
- additional feature “wireless charging”;
- transactional words “spb”, “buy” and “price”.
As a result, we can get the following set of key phrases:
- “Air pods pro”;
- “Air pods pro headphones”;
- “Air pods pro wireless charging”;
- Air pods pro spb;
- “Air pods pro buy”;
- “Air pods pro price”;
- “Air pods pro headphones spb”;
- “Air pods pro earphones to buy” and others.
How it looks in the tool interface:
This greatly simplifies the work with the list of key phrases, since we can view them at the stage of generation. After launch, we noticed a minimal number of non-targeted requests. And when creating advertising campaigns manually, you can easily overlook them or spend a lot of time eliminating them.
What we liked when working with the tool
Flexible ad creation
When creating advertisements, you can immediately specify quick and displayed links (the latest linguistic generator can create itself). It is also possible to customize descriptions and titles. Every week we update 4000+ advertisements in the client’s account. Thanks to the linguo generator, it takes an hour.
The linguistic generator interface is simple and pleasant. I am also glad that eLama has short training videos – with their help, even beginners will quickly figure out the setup.
As we wrote above, we have been working with eLama for a long time and we know that the team regularly works on their tools. The linguistic generator was no exception: it recently had a completely updated interface, and useful features appeared in the tool, for example, now you can specify what advantages to use in an ad when certain words are present in a key phrase.
YML file problems
You can upload a YML file to the linguo generator, which you use for Yandex.Market. But, as practice shows, it is better to think in advance what and how you want to advertise, and then prepare a separate YML file for the linguistic generator. It took us 2–3 weeks to develop and approve it. It takes 1-2 days to generate and export advertising campaigns with a ready-made YML file.
Yandex moderation and work with new products
Hundreds of new products appear on the client’s website every week. The linguistic generator sees them and creates corresponding ad groups, but they hang in drafts for a long time. We manually send these ads for moderation via Direct Commander. This requires daily monitoring, and you also need to allocate about 30 minutes a day to import / export campaigns to Commander.
Sometimes new sections may “hang” on moderation or be duplicated in your Yandex.Direct account. In this case, you need to write to eLama support. But they answer and help quickly, so it’s difficult to call it a minus, rather, a slight inconvenience.
As a result, we launched 86 advertising campaigns using the linguistic generator (this is about 4000 ads for 6000 products).
On a weekly basis, we collected an end-to-end report for each campaign based on e-commerce data in Yandex.Metrica.
Based on the data obtained, we adjusted the placement strategies and rates. We also conducted a full audit of the advertising campaign if the indicators did not suit us.
The results are as follows:
- 1 week: budget 15,000 rubles, income 92,000 rubles (KPI 16%).
- 2 week: budget 15,000 rubles, income 195,000 rubles (KPI 7%).
- 3 week: budget 12,000 rubles, income 152,000 rubles (KPI 7%).
- 4 week: budget 18,000 rubles, income 309,000 rubles (KPI 6%).
Spent on contextual advertising: 61,000 rubles.
The total amount of orders attracted: 750,000 rubles.
We also audited all launched campaigns. As a result:
- left 23 campaigns that have proven effective;
- completely stopped 20 campaigns, the results of which did not suit us;
- 41 campaigns were left running to collect statistics (the budget for them was minimal).
KPI according to Yandex.Metrica data – 8.1% (advertising costs from the amount of sales), which corresponds to the task at hand.
We could not track another 15% of orders with 100% accuracy, because we did not take into account associated conversions. Also, some of the attracted orders could be assigned to Yandex.Market and organic search.
What can we say about the linguistic generator
- This is a useful tool that helps you launch contextual advertising for online stores with a wide range of products.
- In our opinion, it saves up to 80% of the time that used to be spent on manual work.
- In the free time, you can start auditing advertising campaigns.
We plan to work with the linguo generator further, and we will also improve the current KPIs.
More about the tool