How to convert information traffic into sales in context – the case of a mattress manufacturer



The head of the Profitator contextual advertising group Anatoly Stepovskaya has already talked about how the agency increased the effectiveness of brand campaigns for the Ormatek mattress manufacturer. In this case, we will solve a new problem: increase sales with the help of contextual advertising, reaching the audience at the very beginning of the sales funnel.

What to do when all target requests have been worked out, the audience that is looking for where to buy the product is “caught”, but more orders are needed? When this question arose before Profitator and Ormatek, we decided to look at the situation more broadly.

Our idea was to reach people at the initial stage of the sales funnel who are just going to choose a product, are interested in what types of mattresses are available, and in general have not yet decided exactly which mattress will suit them.

This is how we wanted to show Ormatek’s expertise, build audience loyalty at the initial stage of the purchase and, of course, increase sales with the target DRR.

Step 1: preparing semantics

Collected a pool of information requests. For example, “how to choose a mattress”, “which mattress is better” – a user who asks a similar question in a search does not yet know what he needs, and we can help in choosing by talking about the types of mattresses. In total, we collected about 80 key phrases.

Step 2: drawing up a quiz

The site already had an information page that describes the types of mattresses. We didn’t reinvent the wheel and chose her to collect leads.

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At the end of the page, we added a transition to the quiz with the selection of a mattress, it was on a separate page. The questions were drawn up by Ormatek employees. First, the user is asked to choose who will sleep on the bed: a child, an adult or an elderly person, alone or in a couple. If a couple, you need to indicate the difference in weight between partners. Then there are a few more questions about customer problems, habits and preferences.

After passing the quiz, the user receives a recommendation for a mattress suitable for his needs.

Suitable mattress models

Step 3: launch ads

Collected semantics, grouped queries, added general texts from campaigns on mattresses to ads. Initially, they set a rate of 30 rubles for all keys (this was enough to cover 80%). The campaigns were launched in Yandex.Direct (search and YAN) and Google Ads search only. After launch, the campaign was optimized on a general basis. In Yandex, we use manual rate management. At first, Google did everything manually, but the cost per click was high, so they switched the campaign to the Target Impression Percentage strategy.

Result

To be honest, we didn’t expect the idea to be very successful and launched it as a test. But the result exceeded our expectations. The screenshot below shows the data for 1.5 months. Received 32 sales (without associates) with DRR 28.4%.

Result

At the same time, the campaign in YAN did not give any results and was stopped, 22% of search campaigns work steadily with DRR.

I think we managed to achieve such results because we gave the user what he needed and made his life easier. Advertising “Ormatek” was in the right place at the right time. The man did not know what to do and needed help – an article on the types of mattresses and quizzes became this help. The user no longer needed to analyze information from different sources for a long time, communicate with consultants and study different mattresses – the quiz did everything for him. As a result, it is easier for a person to make a purchase where they have already been helped, to use a ready-made, but at the same time suitable offer, than to look for other mattresses in other stores.

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