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Exebid.DCA Casebook
- 2. Audience segments: Demography New-builds Plans Real estate Purchase Real estate in Moscow and Region • • • • • • • Plans Finances Interested in home loans High purchasing power + Moscow and Region real estate Families with children experts you trust Economy+ real estate Tools: • • • Audience segments Look-alike Retargeting KPI: Results: Cost per Call < $45 Time on Site 00:02:20+ Page Depth > 4 Bounce Rate < 25% Cost per Call < $51 Time on Site 00:02:00 Page Depth > 3 Bounce Rate < 40%
- 3. experts you trust Pharmacy video PERIOD 1month GEO Russia BUDGET $3,900 Search for drugs: • • • • • • • Coverage: 400K Targeting: GEO Illnesses Categories Referrals Competition Purchase online: • • • • • • • Coverage: 1,5 mln Targeting: GEO Illnesses Categories Referrals Competition Look up their symptoms: • • • • • • Coverage: 1,5 mln Targeting: GEO Illnesses Categories Referrals Results: CRM $3.78 CTR 2.49 CPC $0.16 Bounce Rate 45% Page Depth 1.8 Time on Site 00:00:50+
- 4. Car brand experts you trust PERIOD 20 days GEO Russia CPA $9 Task: • • • Scheduled test drives Dealer search Brochure download Audience segments: • • • Think of buying a new D Class car Brand preferences: competitors Large car-related segment + men aged 24-44 Results: Conversion $3.94 CPC $0.65 Bounce Rate 50% Page Depth 1.9 Time on Site 00:01:20+
- 6. experts you trust PERIOD 1month GEO Moscow CPA <$10.3 Consumer loan BUDGET $13,000 Tools: • • • Audience segments Look-alike Retargeting Audience segments: • • • • • Interested in loans Interested in e-purchases for more than a week Large banking segment Look for a car Choose a university or course Results: Conversion $3.94 CPC $0.65 Bounce Rate 50% Page Depth 1.9 Time on Site 00:01:20+
- 7. experts you trust Tennis championship Task: Motivate tennis fans to watch the championship online We: • • Determined target characteristics of tennis fans Carried out an efficient advertising campaign optimized for the target action (watch Wimbledon online) Results: Impressions per 14 days 1.5 mln Coverage 250K Avg CTR 0.11% Unique СTR 0.61% Website Clicks 1653
- 8. International manufacturer of ready-made pet food experts you trust Task: Organize an advertising campaign announcing a special offer for owners whose cats up to 1 year old We: • • • Identified users who have kittens basing on interests and behavior Used 14 advertising strategies to specify target groups most interested in the offer Adjusted initial targeting and allocated budget to users with the highest conversion Results: All impressions 1 mln Orders with data 296 Highest CTR 0.39% Click conversion from 2 to 38%
- 9. experts you trust Fashion shoes brand We: • • Identified Runet hipsters interested in specific clothes brands, street art, events, urban sport Showed ads to the target groups on pages with maximum feedback (high click rate). Results: Task: Advertise a brand event Feedback: “We compared RTB hipster- targeted ads with feedback from media websites that had the highest expected user concentration (TheVillage and LookAtMe). EXEBID indicators were considerably higher". Dina Melnikova, Head of E-Group Client Department Impressions per campaign 1 mln Highest CTR 0.26% Website clicks per 10 days 1281
- 10. experts you trust Business class cottage settlement Task: Set up a campaign targeted at users with necessary characteristics and intentions to buy real estate or make an investment. We: • • Identified users with such lifestyle and income level characteristics and combined with an intention to purchase real estate or make a large investment Adjusted target groups according to efficiency rate All impressions 100K Avg CTR 0.13% Coverage 30K Results: Website clicks 202
- 11. Premium class low-rise apartment complex experts you trust Task: Organize an advertising campaign targeted at users the project idea fits most We: • Built advertising strategies aimed at users with necessary interests, preferences and lifestyle • Specified typical behavior of target groups during the campaign Results: Impressions 235K Avg CTR 0.14% Website clicks per 8 days 325
- 12. Jewelry brand experts you trust 1. Strategic: the brand presence in the Net 2. Tactical: increase online sales Tasks: We: • • • Carried out a wide campaign targeted at women aged 18+ and analyzed data on users that clicked the ad Divided these users into groups and determined common interests Adjusted marketing offer for target groups with different interests and behavior Decreased bounce rate by 27% Increased avg time on site by 115% Increased page depth by 69% 32% 59% 367 s 190 s 5.7p 3.4 p
- 13. Russian film distributor experts you trust Task: Maximum coverage of users who go to the cinema more than once a month We: • • • Divided movie fans audience into several interest groups Used various creative offers to these groups basing on advertising strategies Allocated budget to the most active target groups and pages with the highest affinity determined by CTR Impressions per campaign 1.5 mln Coverage 500K Time on Site 6.3 min Bounce Rate 18% Results: Campaign CTR increased in 8,5 times 0.34% 0.04%
- 14. Car Brand experts you trust Task: Increase number of test drive appointments We: • • Determined target user groups with interests relevant to the promoted car model Rotated ads implementing several advertising strategies and reallocated budget to the most efficient ones Decreased bounce rate by 7% Increased avg time on site in 2.2 times Increased page depth by 7% 41% 44% 260 s 125 s 6 p 5.6 p
- 15. Our partner: RTB Media provides access to the whole RTB system in one interface. Advertising control system for agencies Feedback: We are integrated with all ad exchanges that use RTB. In fact, EXEBID is the only platform whose CPI, CPC and conversion are comparable to global players’. In our opinion, from technological point of view EXIBID is the strongest player on the Russian RTB market. Vladimir Kobzev, Marketing Director
- 16. 2/1 Bersenevskiy lane, Moscow mail:common@datacenric.ru tel.: +7 (499) 429-09-77 experts you trust