Bid adjustments were tested for advertising maternity clothes to different demographic groups. An A/B test was run with two identical campaigns, one with bid adjustments and one without. The campaign with adjustments increased bids for women ages 18-24 and 25-34 by 100% and decreased bids for men and women ages 45+ by 50%. This directed impressions more toward the target audience. The campaign with adjustments saw a 72% higher cost per click but also a 30% higher conversion rate and 24% higher revenue, resulting in 172% more orders. Therefore, using bid adjustments to target the relevant demographic group was more effective.

1. Часть
Bid adjustments along
demographic parameters in
future mom's clothing
advertising: A/B test results

2. Wildberries
Brands on website
3500
Company founded
2004
Internet store specializing in
fashionable clothing, shoes and
accessories www.wildberries.ru
Sergei Yakovlev, Senior
Specialist, Marketing Division

3. Period:
Tool used:
Four weeks
Evaluate the effectiveness of bid corrections
when advertising goods for pregnant women
to a demographically diverse audience
› Yandex.Direct (YAN)
Goal

4. Setting correct goals
4
Items generally considered to have
a niche audience, such as maternity
clothes, can be purchased as gifts
by users outside the boundaries of
the primary target audience. These
users comprise an audience of
both genders and varied age
groups.
When someone searches for this type
of clothing in Search, it’s clear what
they are looking for, making it
unnecessary to segmentthis audience
by socio-demographic characteristics.
In the Yandex Advertising Network,
however, ads are displayed according
to the content of the site or the
interests of the user.
wildberries.ru

5. Therefore we decided to set up an experiment:
distribute impressions in the Yandex Advertising
Network so that the majority reach women of relevant
age.
5
Sergei Yakovlev
Senior Specialist, Marketing Division

6. Solution
Step 1 Step 2
Compare key
performance
indicators
Run A/B testing in
two campaigns: with
and without bid
adjustments by gender
and age

7. Step 1

8. Run A/B testing in two campaigns: with and without bid adjustments
by gender and age
8
You can make corrections in
the Bid Adjustments block
on either the ad group
editing or the campaign
parameters page.
Яндекс You can immediately set one coefficient
for all groups
Raise by up to 300%
Lower by up to 50%
Choose target
audience
Add another
adjustment
You can temporarily enable or disable
all corrections

9. Setting up two campaigns for A/B testing
9
Two campaigns were set up with
identical texts and designs and the
same starting bid on content sites.
One campaign ran without bid
adjustments, while the other had the
following coefficients for age and
gender:
• W, 18-24: +100%
• W, 25-34: +100%
• M, all ages: –50%
• W, 45+: –50%
The campaigns ran one at a time for
four weeks, switching every hour.
Яндекс

10. Setting up two campaigns for A/B testing
10
These bid settings increased
the likelihood that women of
relevant age would see the
store’s ads on sites in
Yandex Advertising
Network.
Conversely, lower bids were
set for ads targeted towards
men and were shown much
less frequently as a result of
the negative adjustments.
Яндекс

11. Step 2

12. Comparing key performance indicators: CTR and CPC
CTR CPC
12
One of expected statistics' changes was a higher CPC and a lower click-through rate. This makes sense, however, with a higher
bids ads got more impressions, so more women of the target age group saw the ads. Obviously, not all of them had a "hot"
interest for maternity clothes.
+72%
+72%
-17%
No corrections
Corrections
No corrections
Corrections

13. Comparing key performance indicators: CR and CPO
CR CPO
13
The end goal was reached: the campaign with bid corrections led to conversions more frequently. Even though these
conversions cost more (since the main share of clicks were at a higher rate), the increase in orders covered the additional
expense
No corrections
Corrections
No corrections
Corrections
+30%
+24%

14. Results

15. 15
Results
In the end, the campaign
with adjustments for socio-
demographic characteristics
was more successful
according to the most
important indicator: it
brought in almost twice as
many orders as the
campaign without
adjustments.
+172%
No corrections
Corrections
Number of orders