Setting up PPC of the project on the subject of MONEY-LOANS

PORTFOLIO BASED ON THE RESULTS OF THE PROJECT ON THE SUBJECT OF MONEY-LOANS

OBJECTIVES SET AT THE START OF THE PROJECT

• Collection of the semantic core and grouping of key search phrases
  Quick launch of campaigns (within 2 weeks from the start of the project)
• The first sales
• Profitable price per conversion (no more than 200 RUB per conversion) with its subsequent gradual decrease
• Constant increase in the number of applications

GENERAL CONCEPTS

Yandex.Direct Semantics are search queries in response to which the search engine will show ads in the Yandex search results.

Yandex.Direct Clicks are website clicks of a website ad. In Yandex.Direct, the price per click
is not fixed and is determined by the results of an auction held between advertisers. Auctions are held for each display of adverts. To participate in an auction, the advertiser sets a bid, which is the maximum amount the advertiser is willing to pay per click, taking into account any adjustments in the bids. When working with automatic strategies, the system determines the bid independently, taking into account the pre-set settings. When using manual strategies, the advertiser may set up bids independently on the campaign page. The cost per click in Yandex.Direct depends on the level of competition and several quality factors including CTR forecast and ad quality factor.

Yandex.Direct Conversion is the percentage of targeted customers from the total number of clicks on a particular ad. For accurate calculation of conversions in Yandex.Direct, you need to set up Yandex Metrics properly and install the appropriate counters on the website. In Yandex Metrics you can create goals, on triggering which the target client will be counted as a conversion.

The CPA/CPO is the ratio of the total cost of the advertising campaigns to the number of conversions made.

RANGE OF WORK CARRIED OUT

• Analysis of competitors in the market
• Collection and grouping of semantics
• Setting up Metrics, i.e. targets (both retargeting and conversion)
• Calculating the advertising budget taking into account data from Yandex.Direct
• Setting up campaigns for displaying ads in search results
• Setting up campaigns for the Yandex Advertising Network
• Working with minus phrases
• Ongoing analysis and monitoring of the campaign for the appropriate settings for temporal targeting
• Analysis of the effectiveness of campaigns with subsequent adjustment of budgets and bids
• Analysis of the dynamics of applications growth depending on temporal targeting. As a result, some campaigns were switched to round-the-clock display, and in some campaigns the weekend display function was activated
• Using all the features of Yandex.Direct to the maximum when setting up ads (headlines, descriptions, images, quick links and others)
• Communicating with technical support agents in order to eliminate problems with moderation delays, find out the reasons for rejection, as well as to receive explanations for new rules
• Work with the ” low impressions” status (we have created separate groups for requests with “low impression” status and rewrote the texts of ads to improve relevance)
• Testing the effectiveness of different strategies (automated and manual) and then analyzing the results
  Analysis using the webvisor service to find the reasons for lower conversions
• Setting up a separate campaign for competitor brands
  Testing the operation with “quoted” phrases followed by analysis of the results
  Connecting live chat as part of integration with Yandex.Direct
• Working with Yandex Audience, adding regions for displaying advertisements which are absent from Yandex.Direct settings
• Monitoring of Yandex Advertising Network platforms with subsequent deactivation of ineffective platforms

THE EVOLUTION OF CPA/CPO OVER THE LIFETIME OF THE PROJECT FROM JUNE TO JANUARY:

CPA/CPO DECREASED OVER THE LIFETIME OF THE PROJECT BY 31.20%:

NUMBER OF CLICKS – CHANGES OVER THE LIFETIME OF THE PROJECT:

THE NUMBER OF CLICKS INCREASED BY 265.17% OVER THE LIFETIME OF THE PROJECT:

NUMBER OF CONVERSIONS – CHANGES OVER THE LIFETIME OF THE PROJECT:

THE NUMBER OF CONVERSIONS INCREASED BY 213.94% OVER THE LIFETIME OF THE PROJEC:

CONCLUSIONS

The following results have been achieved since the beginning of the work:

• Increase in conversions by 213.94% (+ 3115 conversions)
• Decrease in CPA/CPO from 208 to 143 RUB per bid
• Increase in clickability of ads by 2.56 times
• Increase of brand awareness by means of competent development of campaigns in Yandex Advertising Network
• Over 1,300 unique ads were created and published
• More than 100,000 search transfers for deposits over 10,000 negative words at the probability level and group ads
• Managed to achieve a constant increase in clicks‘and conversions on average by 25% monthly
• Created and configured more than 140 campaigns in 68 regions of Russia