How did we do it?
Project team formation

A project team consisting of 4 people has been formed for the client: performance manager, production manager, 2 web analysts. The head of the project team is the performance group head.

Development of a performance strategy

We have developed a performance strategy for the company's development in the Russian market. It is the use of several advertising channels according to a strict media plan and with a guarantee of results.

Launching contextual advertising

At the initial stage, we have enabled contextual advertising campaigns. We worked out the semantic core, selected negative keywords and placed relevant advertisements. Due to the fact that the list of events is extensive, we were forced to start all advertising campaigns manually: the feed was made on the German side and did not meet the technical requirements for any of the platforms we used. The more advertising campaigns we launch, the more sales we have. In this regard, the production manager of the project launches new advertising campaigns every day - about 20-30 new campaigns per week. During the year of work, we have increased the share of contextual advertising in total sales from 12% to 18%.

Enabling remarketing in social networks

Connected remarketing in social networks: Facebook Instagram, VKontakte, Odnoklassniki, Instagram. As an alternative to remarketing using a pixel, email remarketing has been used for a long time. The client provided us with addresses from his personal contact database, which allowed us to compensate for the lack of technical ability to optimize the site.

Promotion of events

To promote one-time major events, we use an integrated approach: we connect display advertising, create a separate landing page for the event, strengthen SMM, expand geotargeting, semantics, work with other parameters.

SMM

We develop content for filling communities, individual visuals. We also hold contests, work with participants' comments and feedback.