how to use retargeting with an audience of young parents
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How to use retargeting with an audience of young parents
Esky.ru
products in stock80,000
year founded2009Alexander PiskunovGeneral director
Internet store for parentsand kids
Period:
Tools used:
April 18 - May 1, 2016
Lower the advertising cost per order (CPO)
› Yandex.Direct (retargeting)
Increase number of orders
Objectives
Why this is important
Parents of young children are a very promising target audience: they make a predictable chain of purchases including items like diapers — the average infant uses 4,500 of them.
By motivating parents to purchase frequently-used items, stores can build relationships that turn parents into long-term customers.
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Solution
Step 1 Step 2 Step 3 Step 4
Select images for ads
Set up targeting criteria for ads
Create audience segments based on brand loyalty
Develop sales promotion
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Step 1
Develop sales promotion
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Esky.ru has a running promotion page called "It's fun to shop at Esky.ru".
The premise is straightforward: every week, customers can order a particular brand of diapers, baby food, or formula at a discount.
One brand participates in the sale each week. Pampers diapers were on offer during the period in which Esky.ru tested the retargeting mechanism in Yandex.Direct for the "It's fun to buy“ page.
www.esky.ru/baby/action/prinyato-pokupat-podguzniki
Step 2
Create audience segments based on brand loyalty
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Users were divided into five segments based on their loyalty to particular diaper brands:
› Pampers
› Huggies
› Goon
› Merries
› Libero
Esky.ru set the "Pampers diapers" goal with the conditions "view brand page" or "view product profile of Pampers item“ in Yandex.Metrica.
metrika.yandex.com
Step 3
Set up targeting criteria for ads
Site visitors who viewed Pampers products or used search filters for that brand on Esky.ru were shown retargeted ads when they then visited ad network sites.
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news.yandex.com
Step 4
Select images for ads
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When Pampers products are on sale, users in the "Pampers buyers" segment see text & image ads informing them about the discount on Pampers. These ads direct users to the "It's fun to shop at Esky.ru: Pampers" promo page.
When the promotion switches to another brand, users in the "Pampers buyers" segment are served a rotation of ads that includes Pampers reminders (with no mention of sales) along with ads for products currently on sale.
Additionally, two different color promotional banners were tested during the campaign. The CTR of the two banner colors were:
— light blue = 0,13%— magenta = 0,12%.
Esky.ru concluded that both colors were equally effective and decided to continue using both.
“Are you still interested in Pampers?”
“Promos and discounts at Esky.ru”
“Discount on Pampers!”“Discount on Pampers!”
Results
CPO and CR dynamics
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CPO CR
Before CPO (cost per order) was optimized, advertising costs exceeded 700 RUB per order. Several days after the testing period, this figure had dropped to 76 RUB. The average CPO was 264 RUB.
Before optimization, the Conversion Rate hovered at about 3%. At the end of the testing period, average CR had increased to 7% and within a few more days, it had reached 24%.
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Number of daily transactions
Before optimization, Esky.ru received an average of three orders a day. Just a few days after the testing period, this figure had risen to 37. The average number of daily orders was 16.6.
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Number of orders
Results
+330%
62%
increase in orders from retargeting
decrease in CPO
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We are very happy with the results of optimization: thanks to this detail work, our number of transactions from retargeting ads rose by 330%. We plan to continue building on this success.
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Alexander PiskounovGeneral director
Case prepared in cooperation with
www.i-media.ru
i-Media
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