How to Increase Brand Searches by 45%

We were looking for a universal tool: not only to increase brand awareness, but also sales. We considered “Promo Pages” as a tool for attracting a new interested audience that

Would choose this particular store. We decided to evaluate the effectiveness in the number of views and the volume of attracted traffic, but we also planned to get an increase in sales.

At the start

My team and I held a client briefing: we identified the strengths and key offers that were important to highlight in advertising articles. We identified the “hottest” topics – at that time, this was the topic of budget analogues of the departed popular furniture store. Then we prepared several articles, for example, Top 3 Scandi interiors that you can repeat and 3 Scandi bedrooms (up to 15 m2) in which everything will fit!, and launched the campaign. How to Increase Brand Searches by 45%.

The first Stolplit advertising articles in PromoPages were read to the end more than 10 thousand times
We started receiving inexpensive traffic and saw good quality indicators of articles – about 60% of readings and about 40% of clicks from articles to the site.

However

The issue with conversions remained open – during the reporting period, we received only a few direct last click conversions. We understood that it was not entirely correct to consider PromoPages as a performance tool. However, we knew of similar cases of launches in PromoPages from other advertisers in our field with excellent conversion results, provided that the right approach to preparing creatives and working with campaigns was taken. How to Increase Brand Searches by 45%.

We drew conclusions based on the first launches and developed a campaign optimization strategy
Our team collected the first statistics and decided to adjust the approach to working with PromoPages. We started with working on creatives. For the armenia phone number library articles, we selected popular publication formats from the furniture industry: interior and design tips, user cases and reviews, questions and answers, product selections by various categories, tops and trends.

We identified three main areas for ourselves:

About the benefits: furniture selections at how does google analytics work? 6 questions a nice price, often with a cost limit of up to a certain amount.
About the benefits: interior tips, tricks and life hacks.
About involvement: buyers’ opinions, live reviews and UGC content.
The team tested different approaches and cell p data determined that some of the best results are given by furniture selections up to a certain price in combination with live reviews and budget home improvement tips.

Transition using Scroll2Site technology from an article in “PromoPages” to the site. A step-by-step strategy for working in “PromoPages”
At the start, we often use the “Daily Budget” strategy with the “Transition to the site” target action. This way, we do not lose traffic volume and can quickly assess the potential of the article. After 5-7 days from the start, we understand what results can be obtained. We also use other payment models, for example, with a fixed price for reading or clicking with optimization for conversions — in our case, adding a product to the cart. If the publication brings in sales despite the high CPC, we test other payment models.

We look at the achievement

Conversions on the site — post click, associated, post view using “Yandex Metrica” for media advertising. We evaluate at a high level up to ROI/DRR indicators.
We summarize statistics for long periods. This is 3-5 months of work. It is necessary to update the results and take into account the “documents” on post view in “Yandex Metrica”.
We regularly launch new articles with relevant offers into rotation — on average 2-3 monthly. At the same time, if the article has proven itself well, it can move to the always on status — continuous placement. We find ideas for new articles by immersing ourselves in the product, analyzing previous placements, and also looking at which publication formats are read better. In addition, we collect feedback from users on social networks.
Testing covers. Different combinations of titles and images on ads in YAN. Most often, this is furniture from different angles, collages with products of a certain category, photos of products in the interior. Live reviews with photos show some of the best results, even if the picture is “not ideal”. Or rather, precisely because of this.

Results

We are now consistently bringing interested audiences to. The site that are immersed in the product, i.e. have read an entire article mentioning the brand. We see the impact on brand queries, visits, time on the site and sales.

CTR in the feed (average) — 2.2%
Reads (average) — 69%
External transitions (average) — 48%
Reads (total for all campaigns) — 267,720
Transitions (total for all campaigns) — 127,863