The document summarizes an image ad campaign run by Infoshina, an online tire and disc store, on Yandex.Direct from September 1-14, 2016. The goals were to increase sales and raise brand awareness. Infoshina created image ad banners in various formats, targeted keywords related to tires, and set up retargeting. Using manual bid management, the campaign resulted in 50% more traffic and 50% more orders from the Yandex Advertising Network compared to before, as measured by Yandex.Metrica.

1. Часть рисунка с идентификатором отношения rId46 не найдена в файле.
Часть рисунка с идентификатором отношения rId46 не найдена в файле.
Часть рисунка с идентификатором отношения rId46 не найдена в файле.
Boosting sales and decreasing CPO
with image ads

2. Infoshina
founded
2012
Online tire and disc store
infoshina.com.ua
Project manager
Evgeniy Matlay brands
400+

3. Period:
Tools used:
Increase sales
Raise brand awareness
Goals
September 1 - 14, 2016
› Image ads (Yandex.Direct)
› Yandex.Metrica
Period:
Tools used:

4. Putting things in context
4
Typically around September, car
owners beginning switching from
summer to winter tires. If tire
companies want to take full
advantage of this seasonal spike
in sales, they need to engage
potential customers using as
many channels as possible.
This level of engagement
requires action from the very
beginning of the season,
particularly to raise brand
awareness at the moment
potential customers make
decisions about purchasing tires.
This is where image ads can
help.
infoshina.com.ua

5. Solution
Step 1 Step 2 Step 3 Step 4
Choose bid
management
strategy
Set up retargeting
Select
keywords
Create
banners in
all available
formats
5

6. Step 1

7. Create banners in all available formats
7
Image ads are a relatively new ad format
in Yandex.Direct. They appear on partner
sites in the Yandex Advertising Network,
whose audience has virtually no overlap
with Yandex Search’s audience.
Infoshina prepared banners in all available
formats for both desktop and mobile
sites.

8. Step 2

9. Select keywords
9
New groups of image ads
were added to existing text &
image campaigns.
To maximize coverage of
Infoshina’s target audience,
ads appeared for broad
keywords like “winter tires,”
“snow tires,” “car tires,” etc.
direct.yandex.ua

10. Step 3

11. Set up retargeting
11
Infoshina also used retargeting
to show their ads to users who
had visited the site in the last 30
days.
ek.ua/m337.htm

12. Step 4

13. Choose bid management strategy
13
Infoshina decided to use the
“Manual bid management”
strategy, and set limits in the
form of a daily budget and
maximum bid to guarantee good
returns on their ads.

14. Results

15. Results
15
Traffic from the Yandex
Advertising Network (sites
marked in reports from
Yandex.Metrica as “Context”)
grew by 50% during the
course of the campaign.
metrika.yandex.ua

16. Results
16
The number of orders from the
Yandex Advertising Network
(sites marked in reports from
Yandex.Metrica as “Context”)
also increased by 50% during
the course of the campaign.
metrika.yandex.ua

17. Infoshina
Online tire and disc store
Objectives
1. Increase sales
2. Raise brand awareness
Tools used
• Yandex.Direct (Image ads)
• Yandex.Metrica
Period
September 1-14, 2016
more site traffic from
YAN
50%
more orders from
YAN
50%
17
Before
After

18. Case prepared in collaboration
with
promodo.ua
Promodo