Case Study - Creating a Yandex.Direct Advertising Campaign for the MrChili.ru Knife Online Store

1. Goals and Objectives of the Advertising Campaign

The goal of the advertising campaign is to increase sales of knives and related products through the mrchili.ru online store.

Objectives:

• Attract targeted traffic to the site.
• Increase conversions by showing products with images and prices.
• Optimize advertising costs by directing the budget to the most effective products.

2. Target Audience Analysis

Target Audience of the mrchili.ru online store:

• Men and women aged 25–45.
• People interested in outdoor activities, fishing, hunting, cooking.
• Residents of large cities with above-average income.
• Connoisseurs of quality tools, including knives.

3. Campaign Type Selection: Product Campaign

To optimize the online store's advertising, the "Product Campaign" type was chosen. This format is ideal for online stores as it allows showing users products with images, names, and prices directly in ads.

Advantages of a Product Campaign:

• Direct display of products with images and prices.
• Automatic product loading via feed.
• Ability to precisely target the most converting products.

4. Product Categories

The following knife categories are presented in the mrchili.ru online store:

• Throwing knives
• Knife blades
• Automatic knives
• Everyday carry (EDC) knives
• Camping knives
• Damascus steel knives
• Gift knives
• Kitchen knives
• Tactical knives
• Kizlyar knives
• Folding knives
• Butchering knives
• Fixed blade knives

5. Product Feed Setup

1. Feed Creation: For the product campaign, a product feed was created, including knives, scissors, and knife accessories, which were uploaded to Yandex.Market.

2. Feed Parameters: The feed contains all necessary attributes: product name, description, price, image, and link to the product. This allows the system to show accurate and up-to-date data in ads.

6. Strategy Selection: "Maximize Conversions"

The campaign uses the "Maximize Conversions" strategy. This strategy allows Yandex.Direct to optimize bids to obtain the maximum number of conversions within a given budget.

How the Strategy Works:

• Yandex.Direct automatically raises bids for those products and impressions that are most likely to lead to a conversion (purchase).
• The system analyzes user behavior and uses machine learning to optimize bids.

7. Advertising Campaign Setup

1. Geographic Targeting: The campaign is set up for Russia with a focus on large cities: Moscow, St. Petersburg, Yekaterinburg, and others.

2. Device Types: The campaign is set up for mobile devices and PCs to cover all possible sales channels.

3. Show Time: Ads were shown during peak hours from 12:00 to 21:00.

4. Budget Optimization: The average daily budget is set at 15,000 rubles with the possibility of increasing as conversions grow.

8. Retargeting

To increase conversions, a retargeting campaign was set up, which showed ads to users who had previously visited the site but not made a purchase.

9. Advertising Campaign Results

One month after launching the campaign with the product campaign and "Maximize Conversions" strategy, the following results were achieved:

• Traffic increase to the site by 40%.
• Conversion increase by 15%, which led to an increase in knife sales.
• Cost optimization: the system automatically redistributed the budget to products with the highest conversions.

10. Analysis and Optimization

After analyzing the first results of the campaign, it was decided to:

• Additionally optimize the product feed, excluding products with low conversion rates.
• Test new ad formats with extensions and reviews.

11. Conclusions

The advertising campaign using the product campaign and "Maximize Conversions" strategy showed excellent results for mrchili.ru. The campaign allowed:

• Attracting quality traffic.
• Increasing the number of conversions.
• Optimizing advertising costs.

Conclusion: Parameters of the product campaign with the automatic "Maximize Conversions" strategy are an effective tool for online stores, which allows increasing sales while minimizing participation in setup and optimization.