Case Study - Creating a Yandex Direct Advertising Campaign for ActivSports.ru Online Store

1. Goal of the Advertising Campaign

The main goal of the advertising campaign is to promote the sharpening tool presented in the online store ActivSports.ru, with a focus on increasing sales and attracting new customers interested in purchasing knife products.

2. Defining the Target Audience

Target audience: men and women interested in outdoor activities, travel, camping, fishing, as well as knife owners.

Key Segments:

• Owners of knives and other maintenance tools.
• Specialists in repairing and maintaining sports equipment.

3. Market Research and Competitive Environment

The following tools are used for market analysis:

• Competitor Analysis — researching competitors' advertising strategies and identifying their strengths and weaknesses.

4. Choice of Advertising Format

1. Search Advertising

Ads are shown in search results for queries related to tool sharpening:

• "buy sharpening tool"
• "knife sharpening for fishing"
• "knife sharpening tool for hiking"

2. Advertising on Partner Sites

Using banners and display ads on sites related to outdoor activities and fishing.

3. Remarketing

Targeting users who have already visited the ActivSports.ru website to remind them about the product.

5. Creating Ad Creatives

Examples of ad texts:

• "Need knife sharpening? Buy a sharpening tool at ActivSports.ru — quality sharpening for your inventory!"
• "Sharpen knives for fishing and hiking with professional tools — delivery throughout Russia."

6. Connecting Product Feed

To improve the efficiency of the advertising campaign and display products in ads, a product feed is connected.

Steps to Connect Product Feed:

1. Creating a Product Feed:

• It is necessary to prepare a feed file with product data in XML or CSV format, containing the following fields:
• Product ID: unique identifier of the product.
• Name: product name.
• Description: brief description of the product.
• Price: product price.
• Link: link to the product page.
• Images: links to product images.

The feed is generated using Webasyst Shop-Script CMS or a special store module.

Connecting Feed to Advertising Campaign:

• In Yandex.Direct, create an advertising campaign with the "Product Ads" type.
• Connect the product feed so that products are automatically displayed in ads.

7. Setting Up Conversion-Based Advertising

For more precise ad targeting and increased efficiency, the campaign will be set up for conversions.

Steps to Set Up Conversion-Based Advertising:

1. Defining Goals:

• Set up goals in Yandex.Metrica, such as adding a product to the cart or completing a purchase.

2. Setting Up Campaign in Yandex.Direct:

• When creating a campaign, choose a conversion-based strategy (e.g., "Conversion Optimization").
• Install conversion tracking via Yandex.Metrica pixel.

3. Using Remarketing:

• Set up a campaign to retarget users who have already visited the site and added products to the cart but did not complete the purchase.

8. Analysis and Optimization

Monitoring and analyzing effectiveness using Yandex.Direct and Yandex.Metrica:

• CTR (Click-Through Rate) — click-through rate.
• Conversions — number of purchases or additions to the cart.
• CPC (Cost per Click) — cost per click.
• ROAS (Return on Ad Spend) — return on ad spend.

Optimization

After collecting data, the advertising campaign will be optimized by:

• Changing keywords.
• Adjusting bids.
• Adding new ads.

9. Results

2-3 weeks after the start of the campaign, the following are expected:

• Traffic growth on the ActivSports.ru website.
• Increase in sales of the sharpening tool.
• Increasing brand awareness among the target audience.

Conclusion

Launching a Yandex.Direct advertising campaign to promote the sharpening tool in the ActivSports.ru online store requires precise target audience selection, strategic targeting, and constant optimization to achieve maximum efficiency. Connecting a product feed and setting up conversion-based advertising allows increasing product display accuracy and the number of successful sales.