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

1. Часть рисунка с идентификатором отношения rId78 не найдена в файле.
Часть рисунка с идентификатором отношения rId78 не найдена в файле.
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Dynamic ads and online superstores:
teaching Yandex.Direct to choose
efficient keywords

2. 220 Volt
products in online catalog
175 000
stores in Russia
220
Chain of hardware stores
year founded
2002
Ivan Fateev
Head of contextual
advertising
Ivan Karetnikov
Contextual advertising specialist
www.220-volt.ru

3. Period:
Tools used:
June 2015 — current
Expand the keyword list and increase traffic
with a set CPC
› Dynamic ads (Yandex.Direct)
› Yandex.Metrica
Increase turnover with set ROI
Objectives

4. Putting things in context
4
Online superstores with 10000+
products often create a large amount of
identical ads for low-frequency
keywords like product or model names.
Such an approach is resource-heavy
and prone to error.
Dynamic ads in Yandex.Direct help solve
this problem by analyzing the content of
each site and automatically generating a
relevant ad for each individual product.

5. Solution
Repeat sequence
in new cycle
Export effective
keywords into
regular campaigns
OptimizeSet up campaigns
Select categories
for testing
Step 1 Step 2 Step 3 Step 4 Step 5
5

6. Step 1

7. Selecting categories for testing
220 Volt decided to test
dynamic ads for the
following categories:
regional promotions,
hardware, and Praktika
brand products.
7
Power tools
Cordless drills Drill batteries Engravers and
mini-drills
Toolboxes Paint spray guns Jigsaws
Impact wrenches Diamond bit drills Impact drills
Mixers and low-
speed drills
Multi-tools Jackhammers
Promotions
Praktika brand products

8. Step 2

9. Setting up campaigns: targeting conditions
220 Volt found a list of
characteristics — URLs, page
titles (<title>), or the page
content — that they could use
to exclude products they
didn’t want to appear in their
dynamic ads.
www.220-volt.ru
9

10. Setting up campaigns: excluding products out of stock
220 Volt also excluded pages
containing the phrase “Product
temporarily out of stock.”
www.220-volt.ru
10

11. Setting up campaigns: searching for relevant pages
Reports from Yandex.Metrica can help
find relevant pages for targeting by
page title and URL:
› Standard → Content → Landing
pages
› Standard → Content → Page titles
www.metrika.yandex.ru
11

12. Setting up campaigns: targeting conditions
Once 220 Volt had selected the
relevant categories, they began
creating dynamic ads for them. This
involved entering the site’s URL,
writing a general text for all ads, and
adding sitelinks.
The ad title, landing page URL, display
links, and keywords are generated
automatically. The principle for writing
texts and selecting sitelinks is the
same as always: they must correspond
to the products advertised.
Targeting conditions for pages that
were part of the promotion were set to
“URL of list of offerings is equal to
{http://www.220-volt.ru/share-
79871463}”.
12
www.direct.yandex.ru

13. www.direct.yandex.ru
Setting up campaigns: selection rules
For power tools and PRAKTIKA
brand products, 220 Volt created
selection rules based on the pages’
titles and content to determine which
pages to exclude when generating
ads.
Example:
› Page title (<title>) contains the
“PRAKTIKA” brand name.
› The content of the page does
contain the phrase “Product
currently out of stock.”
13
www.direct.yandex.ru

14. How dynamic ads appear on different screens
On desktops On mobile devices
14
As you can see, search ads always appear with a title relevant for each individual user.

15. Step 3

16. Optimization: search queries
When using dynamic ads, it is especially
important to regularly track and correct
the search queries that your ads appear
for, and add irrelevant ones to your list of
negative keywords.
The “Request reports” tool provides such
information, which can then be exported
into Excel.
These reports allow you to improve your
CTR and analyze which keywords brought
impressions but no clicks.
16
www.direct.yandex.ru

17. Optimization: negative keywords
Negative keywords can be
taken from regular ad
campaigns for use in dynamic
campaigns.
During their campaigns, 220
Volt analyzed their reports
and added negative keywords
to their list.
17

18. direct.yandex.ru
Optimization: search queries
18
Using the “Direct — summary” report in
Yandex.Metrica, it is possible to see
which search queries brought users who
then converted.
For example, the overall number of visits
from dynamic ads came to 6640, and the
average conversion rate to the cart for
this ad was 2.7%.
www.metrika.yandex.ru

19. Optimization
The second method of optimizing dynamic
campaigns involves bid adjustments for previous
site visitors. To the right, you can see examples of
220 Volt’s bid adjustments. The size of the bid
adjustments depends on the probability of the
user completing an order — the higher the
probability, the higher the coefficient.
Users who placed an order in the last 90 days
have an extra +50% added to the bid.
Users who added products to their cart:
› 3 days ago: +50%
› 7 days ago: +40%
› 15 days ago: +30%
› 30 days ago: +20%
19
www.direct.yandex.ru

20. Step 4

21. www.metrika.yandex.ru
Exporting effective keywords into search campaigns
21
Search queries that proved their
effectiveness were added into regular
search campaigns.
220 Volt filtered all keywords that led to
conversions out of the “Direct —
summary” report and manually created
regular campaigns for them.
Dynamic ads
Regular search
ads

22. Step 5

23. Repeating the sequence in a new cycle
23
Checking keywords’ effectiveness is a
cyclical process. Each completed cycle
brings the following results:
› Expanded reach as a result of
automatically added keywords
› Efficient assessment of new
keywords’ effectiveness
› Improved keyword lists in regular
campaigns through addition of new
keywords
Measure
effectiveness
Create dynamic
campaigns
Filter out
ineffective
keywords
Select
categories
Export effective
keywords into
Yandex.Direct

24. Results

25. Results: CPC
Average CPC for dynamic ads
was 1.75 time higher than that
of search ads.
25
–36,9%
Search ads Dynamic ads
–43%

26. 26
The average conversion rate
for dynamic campaigns
remained at roughly 1.5%,
which is comparable with
search ads.
www.metrika.yandex.ru
Results: conversions

27. 0
5
10
15
20
25
30
35
40
Results: profitability
Over the course of six months,
the profitability of traffic from
dynamic campaigns increased
by 2.5 times.
27
Profitability of dynamic ads’ traffic (Yandex.Direct)
February March April May June July

28. Dynamics ads allow us to quickly cover large amounts of our target
audience that we couldn’t reach manually, and often at a much
lower cost. Dynamic campaigns change along with users’ search
behavior, continuously adding new queries that we couldn’t
account for in typical search campaigns. We can likewise analyze
our audience using the freshest data possible. Dynamic ads are
currently the only tool in Yandex.Direct offering such possibilities.
28
Ivan Karetnikov
Contextual advertising specialist

29. We had been anticipating such a tool for Yandex for quite some
time. The result made our wait worthwhile. We use dynamic
campaigns as a sales generation channel as well as an
additional tool for other various tasks — increasing the reach of
our ads, expanding our keyword list — while minimizing the
amount of work involved in launching new campaigns and
increasing effectiveness to our target levels.
29
Ivan Fateev
Head of contextual marketing