Case: Yabooks – sales increase by 10 times and CPL reduction by 50%

After a detailed study of the client’s product, market and competitor analysis, we decided to split the launch of the advertising campaigns into several stages. This allowed us to stay within the allocated budget, test different types of advertising campaigns to maximise the number of sales at the optimal cost per lead, and ultimately scale the project.

Developed and implemented the first steps of the advertising strategy:

• In the first phase, we launched a search advertising campaign for common key queries, as well as a shopping campaign for ad presence in all possible Google search formats.
  
  
• Created audiences for remarketing – this allowed us to gather statistics, audiences and identify the product categories that buy better than the rest.
  Initially in the sales campaign we used a feed without categorisation, as we only added books from the fiction section in English to the site. Having collected statistics on the books that sell best at this stage, as well as the required number of audiences, we moved on to the next step of our strategy.
  
  
• In the second phase, the number of products and categories on the site increased. It was decided to divide the feed into categories and create new advertising campaigns accordingly.

An important point was to divide the feed not only according to the literature sections into fiction and non-fiction, but also into bestsellers and create separate advertising campaigns for them. In this way, we reduced the cost per lead, the advertising account became more structured, which allowed us to work more efficiently on rates and audiences for each campaign.
At the same stage, we launched remarketing and CMC (contextual media network), which allowed us to reach returning customers who were on the site but did not make a purchase, to significantly broaden the audience, attract new customers, and build brand awareness.

• In the third stage, we continued to optimise existing campaigns, working on audience expansion, turning off ineffective ad groups and adding new ones. After working on search queries, we decided to add a branded ad campaign, which allowed us to get conversions at the lowest cost.