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Posted: Wed Jan 22, 2025 6:45 am
We received two antagonist tasks: "capture the region" and reduce the cost of the application. What to do?
Selling tires and wheels is a business with a pronounced seasonality. In mid-March, when the customer came to us, the season had already begun - in 2023, spring came early. It was necessary to urgently launch advertising and load the sales department. It was important for the client that the monthly revenue increase by at least 1,000,000 ₽. That is why "Rulevoy" wanted to "capture the region".
“Capture the region” — cover the maximum target audience in Yandex and be in the first position in the search results.
To "capture a region" you need to use higher rates, this increases the cost:
clique;
appeals;
client.
And we need to reduce the cost of circulation. This nuance complicated the task at the start.
Once a week I will send materials on internet marketing: cases, expert articles, checklists and instructions, invitations to webinars, reviews of Friday humor.
Evgeny Letov , founder of the Promo Expert agency
e-mail
By clicking the button, you agree to the personal fusion phone number data processing policy
What we did to “capture the region” and reduce the cost of the application
1. Structured the advertising account.
We set up campaigns and tried to make the account structure convenient. We got:
3 campaigns with feed for different display locations.
It was possible to set up a single Product campaign for all types of platforms. We made different ones: Product gallery, Dynamic ads and Smart banners. This is important for assessing statistics for each platform. In a single campaign, the statistics would be common.
4 search campaigns for Chelyabinsk - day and night, as well as for Ozersk and Nyagan.
This helped to meet the client’s requirement for different expenses: to Chelyabinsk – 85%, Ozersk – 5%, Nyagan – 10%.
Selling tires and wheels is a business with a pronounced seasonality. In mid-March, when the customer came to us, the season had already begun - in 2023, spring came early. It was necessary to urgently launch advertising and load the sales department. It was important for the client that the monthly revenue increase by at least 1,000,000 ₽. That is why "Rulevoy" wanted to "capture the region".
“Capture the region” — cover the maximum target audience in Yandex and be in the first position in the search results.
To "capture a region" you need to use higher rates, this increases the cost:
clique;
appeals;
client.
And we need to reduce the cost of circulation. This nuance complicated the task at the start.
Once a week I will send materials on internet marketing: cases, expert articles, checklists and instructions, invitations to webinars, reviews of Friday humor.
Evgeny Letov , founder of the Promo Expert agency
By clicking the button, you agree to the personal fusion phone number data processing policy
What we did to “capture the region” and reduce the cost of the application
1. Structured the advertising account.
We set up campaigns and tried to make the account structure convenient. We got:
3 campaigns with feed for different display locations.
It was possible to set up a single Product campaign for all types of platforms. We made different ones: Product gallery, Dynamic ads and Smart banners. This is important for assessing statistics for each platform. In a single campaign, the statistics would be common.
4 search campaigns for Chelyabinsk - day and night, as well as for Ozersk and Nyagan.
This helped to meet the client’s requirement for different expenses: to Chelyabinsk – 85%, Ozersk – 5%, Nyagan – 10%.