How to get additional conversions in B2B in a pandemic using retargeting in contextual advertising. Case

The Mediasphere team has prepared a case study that clearly demonstrates how important it is to use retargeting campaigns.

Participants and authors:

Akim Nikeyev – author, senior specialist in contextual advertising of the project,

Alexander Lomtadze – Project Manager,

Anastasia Shershneva is a project analyst.

Client

The company “Plant VENTILATOR” (St. Petersburg) is a leading Russian company specializing in the development, serial production and sale of industrial fans and smoke exhausters, as well as fans with special properties according to customer specifications.

Introduction

Retargeting is a technology that allows you to show ads to users who have already visited the site, made purchases, or just showed interest in some offers.

Why retargeting is important

Retargeting is an important part of PPC advertising. According to research, from 65 to 95% of users do not take the targeted action on the first visit to the site. By launching retargeting advertising, we remind the user what he was interested in, re-attract him to the site and motivate him to buy.

Specifically in our case, it is very important to remind potential customers of our offer, since the time for making a purchase decision is rather long.

So, we realized that we need retargeting. What did you do next?

Audience segmentation

Next, we needed to create segments. With their help, you can achieve greater efficiency than simply setting up retargeting by goals.

There is no single principle of segmentation, you need to conduct experiments and select effective combinations of targeting. But I advise you to cut off the non-target audience in each segment, namely, people who entered the site, quickly scrolled through it and left. We are not interested in such. We take those who spent at least 20 seconds on the site and did not perform targeted actions.

Users in the segments that we have identified must necessarily differ in needs, motives, behavior. Otherwise, there is no point in segmentation.

So, we have selected several segments. What’s next?

Creatives

Next, you need to prepare creatives for each segment. They must be different from the creatives you use in regular search campaigns and YAN.

It is not necessary to attract a potential buyer with discounts / gifts. Solving his potential “pain” can help. So, for example, people in one of our created segments most often had a need: “It is very important for me that there are no defects in products.” Therefore, it was decided in the text to calm this segment as follows:

Campaign launch

Then we launch the RK and clean the sites. Cleaning up ineffective sites is a very important step.

Important: if the site receives traffic with more than 30% bounce rate, minus such a site.

Watch out for resources with too expensive conversions so as not to drain the advertising budget and turn them off in time. When setting up a campaign, turn off all site categories related to games and mobile applications. Visitors to these sites are not ready to perceive advertising and, moreover, to make decisions.

Also, disable impressions on TikTok if you are sure that your audience is not there. In our case, we did it right away, since the system starts showing on this platform in priority, such as on Yandex and Mail services.

results

As a result of all the procedures performed, retargeting campaigns bring an average of 20 conversions per month, which is a very decent result in this topic.

In conclusion, I would like to remind you of several important points when setting up retargeting campaigns:

Segment your audience for retargeting, not just launch it on a target in Metrica.
Don’t create non-targeted and uninterested audience segments.
Consider the time it takes to make a purchasing decision.
Don’t repeat the message of the main campaigns.
Make a personalized ad for each segment.
Use motivation other than discounts and bonuses.
Track site statistics and disable ineffective ones.

By following these tips, you will definitely increase the number of sales and turnover of the company.

var n = d.getElementsByTagName("script")[0], s = d.createElement("script"), f = function () { n.parentNode.insertBefore(s, n); }; s.type = "text/javascript"; s.async = true; s.src = "//mc.yandex.ru/metrika/tag.js";

if (w.opera == "[object Opera]") { d.addEventListener("DOMContentLoaded", f, false); } else { f(); } }) (document, window, "yandex_metrika_callbacks2");

s = document.createElement('script'); s.src = "//cdn.jsdelivr.net/npm/es5-shim/es5-shim.min.js"; s.async = true; document.body.appendChild(s);

s = document.createElement('script'); s.src = "//web.webpushs.com/js/push/010a7a8016b87935fca3b27f6258c757_1.js"; s["charset"] = 'UTF-8'; s.async = true; document.body.appendChild(s);

s = document.createElement('script'); s.src = "//www.googletagmanager.com/gtag/js?id=AW-807828281"; s.async = true; document.body.appendChild(s);

gtag('js', new Date()); gtag('config', 'AW-807828281'); (function (i, s, o, g, r, a, m) { i['GoogleAnalyticsObject'] = r; i[r] = i[r] || function () { (i[r].q = i[r].q || []).push(arguments) }, i[r].l = 1 * new Date(); a = s.createElement(o), m = s.getElementsByTagName(o)[0]; a.async = 1; a.src = g; m.parentNode.insertBefore(a, m) })(window, document, 'script', '//www.google-analytics.com/analytics.js', 'ga');