We offered contextual advertising of nuts and dried fruits as a tool, leading to the landing page we had already created. The customer asked to launch advertising only on search, because he considered YAN (Yandex Advertising Network) an ineffective tool in principle - he had a negative experience.
Our marketing hypothesis was as follows:
The YAN will play a decisive role in attracting leads, but its settings must be surgically precise;
Yandex's advertising network will allow us to increase our reach with an extremely limited number of search queries for wholesale purchases of nuts and dried fruits.
However, the customer was adamant in denying the capabilities of YAN. We decided: when we bring in inexpensive leads from search, this will facilitate negotiations on connecting networks better than any theoretical reasoning.
1. Preparatory stage
1.1 Analyzed the target audience
We delved into the topic, talked to the Customer and determined what worries people involved in the wholesale trade of dried fruits.
minimum order quantity;
same day delivery;
availability of product quality certificates;
getting a price list to compare prices with other companies;
joint purchases.
We subsequently took these points into account when usa people whatsapp number collecting semantics and writing ad texts. Since we also developed the site for this Customer, the structure and content of the site initially corresponded to the needs of the target audience.
1.2 Set up goals:
We have set up the following goals in Yandex Metrica:
form of action;
lower callback form;
form – “Get a demo box”;
"download price list";
top callback form;
compound goal "Add to cart - Go to cart - Checkout - Submit order";
click on e-mail;
calls to the phone number listed on the website.
Setting up goals was necessary not only to track efficiency, but also to set up retargeting — further display of our ads to users of particular interest. These are people who were consciously interested in the Customer's products and for unknown reasons left the site instead of "sliding" to the next stage of the sales funnel.
1.3 Analyzed competitors
We carefully reviewed and compared a number of the Customer’s competitors – companies whose area of interest includes wholesale trade in nuts and dried fruits.
We found out:
what keywords are competitors using;
how much do they spend approximately on contextual advertising;
what competitors are appealing to in their advertisements;
whether competitors use display advertising or only search advertising.
We analyzed not only the advertising activity of direct competitors, but also companies operating in other regions. For example, we borrowed interesting techniques for attracting the user's attention from a company selling dried fruits in St. Petersburg, while our Customer advertised in Moscow.
2. Setting up contextual advertising for nuts and dried fruits
1. Set up search advertising
We collected the primary semantics, cleaned it from irrelevant queries, collected 454 negative words. Clustered the semantics according to the principle:
cashew;
almond;
pistachios;
hazelnut;
common.
This structure made it possible to create hundreds of ads relevant to user queries.
We launched advertising based on the principle of “1 ad group - 3 ads - 1 query” - this way Yandex selected the most effective of the 3 ads and showed it more often.
