Sibdroid is an online store with a strong reputation and high search engine rankings.
The store representatives approached us to set up contextual advertising for their product range. Before working with us, they were dissatisfied with their Cost Revenue Ratio (CRR). During the project discussion stage, we agreed to reduce the CRR to 6% or lower.
We created multiple advertising campaigns for each product category, including:
- Search ads;
- Yandex Advertising Network ads;
- Dynamic ads;
- Smart banners.
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After the test week, the CRR was still too high, so we merged all campaigns into one.
This decision allowed Yandex’s auto-strategies to gather statistics faster, leading to more leads.
As a result, we were able to significantly reduce CRR and achieve the client’s KPI.
Another contributing factor was the creation of a separate advertising campaign, splitting smart banners into Adaptive Banners, Smart Tiles (due to their different effectiveness), and other formats.
6%
After that, we created a report in Microsoft Power BI for dynamic ads and smart banners, which allowed us to add new negative keywords, reduce the budget, and as a result, reduce the CRR to 4.7%. This is one of the lowest values we have achieved so far.
We are constantly trying new types of ad campaigns and refining the existing ones to further reduce the CRR.