This document discusses how Urban Group, a real estate developer in Moscow, used Yandex Advertising Network (YAN) campaigns to increase brand awareness and conversions. They saw a 30% increase in conversions while maintaining the same cost per acquisition (CPA) compared to search ads alone. YAN campaigns had much lower cost per click (CPC), around 5 times lower than search. Analysis showed YAN was the first interaction leading to conversions for 30% of users through multi-channel interactions. Developing structured YAN campaigns and optimizing ad texts and images helped improve performance. YAN helped boost traffic and conversions for brand keywords at lower CPC.

1. Часть рисунка с идентификатором отношения rId76 не найдена в файле.
Часть рисунка с идентификатором отношения rId76 не найдена в файле.
Часть рисунка с идентификатором отношения rId76 не найдена в файле.
How raising brand awareness with
YAN campaigns brought 30% more
conversions at the same CPA

2. Urban Group
m² of residential space sold
2 mil
founded
2007
Real estate in Moscow and
Moscow region
Vera Stefan
Marketing manager

3. Period:
Tools used:
2014 — current
Find an additional source of
conversions
› Content advertising (Yandex.Direct)
› Yandex.Metrica
› CoMagic
Maintain set CPA
Goals

4. Putting things in context
4
The real estate market in Moscow is highly
competitive, with roughly 20 developers
along with agencies and online portals all
contending for the same users.
Transaction costs are high, and attracting
just one client via search advertising can
be quite expensive. Since 2014, Urban
Group has been actively using contextual
campaigns in the Yandex Advertising
Network to get around these high costs.
yandex.ru

5. Solution
Analyze traffic from
Yandex Advertising
Network
Improve ad
performance:
images and texts
Develop effective
account structure
5
Step 1 Step 2 Step 3

6. Step 1

7. Develop effective account structure: YAN campaigns
7
Urban Group is currently selling five
apartment complexes in Moscow and
the surrounding region. To attract
potential buyers to these properties,
Urban Group created campaigns to
cover all possible points of contact
with the user: by neighborhood, by the
name of the complex, by additional
services offered, by developer, etc.
mortgage with no
money down
by neighborhood
maternity capital brand queries
by property type
rare types of
apartments
trade-in services furnished
apartments
by developer military mortgage
Kranogorsk general
Geo Moscow
by site section
by time spent on site
Retargeting
by time limit for decisions
by goal: application
by apartment type in Moscow
Geo Russia (without Moscow)

8. Step 2

9. Improve ad performance: texts
A/B testing showed that ads
with an “official site” callout
performed better:
› 1.5X higher CTR
› 5X higher conversion rate
9
x1,5
х5
2
34
Page
depth
Bounce rate, %
СTR
СR
x1
х1
1,7
49
Page
depth
Bounce rate, %
СTR
СR

10. Improve ad performance: texts
Urban Group noticed an
important pattern: whether ads
mentioned the minimum down
payment, overall cost of an
apartment, or the date of the
end of a promotion had little
influence on CTR. The effect on
conversion rates was much
more noticeable, however: users
who saw ads that created a
sense of urgency converted at
rates 7X higher than the others.
10
x1,2
х3
2
32
Глубина
просмотра
Отказы, %
СTR
СR
x1
х1
1,5
41
Глубина
просмотра
Отказы, %
СTR
СR
x1
х7
2
32
Глубина
просмотра
Отказы, %
СTR
СR

11. Improve ad performance: images, texts
After analyzing their campaigns,
Urban Group were able to
develop internal instructions on
how to create effective ads for
the Yandex Advertising
Network.
11
Emphasis on location
filters out users looking
for a different area
Highlighted text
Logo takes up 10%
of ad to support
brand connection
Creating intrigue

12. Step 3

13. Analyze traffic from Yandex Advertising Network
80% of traffic came from YAN
sites (marked as “context” in
the Yandex.Metrica “Direct –
sites” report).
Average CPC was 22 ₽, almost
5X lower than in search
campaigns.
13
metrika.yandex.ru

14. Yandex Advertising Network as an assisting interation
15
The CoMagic report gave important
details about the path to conversion:
the Yandex Advertising Network was
the source of 30% of users’ first
visits, who then converted later after
returning by a different channel.
Source: CoMagic, 2016
comagic.ru

15. Yandex Advertising Network as an assisting interation
16
Direct conversions from YAN
do occur, though less often
than in search. In general,
campaigns for search and
YAN can work together to
achieve KPI like:
› 60 ₽ average CPC from
Yandex.Direct
› 4700 ₽ average CPA
› over 1500 monthly
conversions
Examples of conversion paths
(multi-channel sequences)
YAN brand Organic search Mortgage search
Search competitors Organic searchYAN neighborhood
Search competitors Brand search YAN maternity capital
First interaction Auxiliary interaction Last interaction
Conversion
Conversion
Conversion

16. Analyzing traffic from Yandex Advertising Network
Conversions increased by 30%
while maintaining the same CPA.
17
comagic.ru
Source: CoMagic, 2016

17. Analyzing traffic from Yandex Advertising Network
Most importantly, YAN
campaigns help solve the
problem of brand awareness
and generating traffic for
brand keywords (in the case of
real estate, usually the
developer and the name of the
residential complex). These
keywords have lower CPC but
higher conversion rates.
Statistics from the WordStat
service show how launching a
YAN campaign was able to
boost traffic for brand queries
for the “Laikovo” residential
complex.
18
yandex.ru
www.metrika.yandex.ru

18. Results

19. Urban Group
Real estate in Moscow and Moscow
region
19
Goals:
1. Find an additional source of
conversions
2. Maintain set CPA
Tools used
Yandex.Direct
• Content advertising
Yandex.Metrica
CoMagic
Period
2014 — current
more conversions CPC in YAN
(compared to search ads)
5X lower30%

20. To a degree, search campaigns are limited by
the cost of one conversion. Ads in the Yandex
Advertising Network help us to “break through”
this limit and create trust among potential
customers by expanding our reach and
increasing awareness of our brand.
20
Vera Stefan
Marketing manager

21. Case prepared in collaboration
with
comagic.ru
CoMagic

22. Case prepared in collaboration
with
adventum.ru
Adventum