Informative case studies covering the development of Yandex client’s advertising efforts including goals, tools deployed, and end results.

1. Часть
Maintaining hotel occupancy in a
small resort town after high
seasons

2. The Grand Cruise resort-hotel chain
guests per month
1500
year founded
2012
Sergei Pavlenko
Marketing director
Family-friendlyhotels
Anapa (on the Black Sea)

3. Period:
Tools used:
July - September 2013
Keep hotel occupancy as high as possible
even after peak season
› Search campaigns (Yandex.Direct)
› Ad network campaigns (Yandex.Direct)
› Yandex.Metrica
Objectives

4. Why this matters
A year after the Grand Cruise
hotel opened in Anapa, their
sales analysis showed a
sharp decline in occupancy
during the last few weeks of
peak season.
The weather in Anapa,
however, remains favorable
until the beginning of
October, so they wanted to
find a way to keep the hotel
full through the end of
September.
21.09—27.09
Number
of rooms
Hotel occupancy
4

5. Solution
Step 1 Step 2 Step 3
Maximize traffic to
special offers page
using automatic bid
strategies
Drive users to the
special offers page
Create a special offers
page
5

6. First step

7. Create a special offers page
The Grand Cruise announced a 20%
discount to customers who placed a
deposit on reservations between
September 1-30. When users click on
Grand Cruise’s ads, they were redirected
to a page with information on Promotions
and Special Offers.
7
grand-kruiz.ru/akcii_i_specpredlojeniya

8. Second step

9. Drive users to the special offers page
9
Ad texts emphasizedthat these offers were available for a limited time
only. The ads appeared in Yandex Search for queries like "discount hotels
Anapa,” "Anapa September,” etc.
yandex.ru yandex.ru/images
Ads also ran on sites in the Yandex Advertising Network and Partner Ad
Exchanges (ad networks).

10. Third step

11. 11
The Grand Cruise used the
Weekly Budget: Maximum
Number of Clicks strategy,
which automatically sets bids
to attract the maximum clicks
possible for your budget and
maximum click price.
Bids update every 15
minutes.
direct.yandex.ru
Maximize traffic to special offers page using automatic bid
strategies

12. Results

13. Results
Grand Cruise’s emphasis on
the limited time of the offer
had the desired effect: the
campaign achieved the
number of guests they had
hoped for and occupancy
reached 78.5% during the
end of the season.
13

14. Now we plan to use Yandex.Direct at the
beginning and end of every season, to ensure
both early bookings in May and late ones in
September. Additionally, we will continue to use
discounts and bonuses for limited time periods
to increase occupancy.
14
Sergei Pavlenko
Marketing director