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How to use automatic strategies to improve the effectiveness of online store promotion

Client: an online store that sells hair cosmetics.

Objectives: To improve the efficiency of retargeting and increase reach through the use of smart banners, dynamic search ads and automated strategies.

I will make a reservation right away that in this case we will not touch on search campaigns and YAN. Here we will focus exclusively on how automated strategies work in smart banner campaigns and a dynamic campaign.

Let’s start with retargeting. After analyzing the client’s current state of affairs, we noticed that a campaign configured for retargeting shows an extremely low result – both in terms of the number of conversions and the cost of the order.

Therefore, it was decided to abandon classic retargeting and switch to smart banners with an automatic strategy.

To set up a smart banner campaign, we took a feed that was already used for advertising on Yandex.Market. In the campaign settings, we used the strategy of optimizing the number of conversions, indicated the goal and set the CPA amount in the amount of 300 rubles.

As a result, from the very first month we began to get a result that was much better than the previous one.

After that, we increased retargeting costs and simultaneously launched smart banners with an automatic strategy for users who were looking for similar products (look-alike).

For convenience, we segmented the campaign by brands, since brands have different margins and it is easier to analyze performance by looking at reports.

For most brands, the CPA amount was initially indicated in the amount of RUB 300, and for less marginal brands, it was slightly lower.

For some brands, a filter was applied with a restriction on the minimum product value.

But we do not recommend using this feature in all cases. For example, some items that are of low value may often be sold bundled with other items or bought 10 at a time. Therefore, you should look at the statistics for goods and orders in e-commerce reports. If we see that the product is mainly sold by the piece and its price is too low, then you can safely use this filter.

The first days, several weeks after the launch, the result was rather negative – both in terms of the number of conversions and their cost. Keep in mind, however, that campaigns with automated strategies take time to learn. Therefore, we continued to observe – and in the next month we already saw an acceptable result:

Further, it was planned to improve the result by increasing the budget and decreasing CPA. In addition, some demographic and geographic adjustments were made.

We also slightly cleaned the platforms where our ads are displayed, and disabled a number of ineffective regions. And after a couple of months we got the following result:

We also launched a Dynamic Search Ads (DSA) campaign to increase the effectiveness of our search ads. As a basis, they took the same feed that was used in the Market and in the campaign with smart banners. The strategy was the same as in the case of smart banners.

At the time when we set up DSA, we already had enough statistics on search campaigns. Including, the search queries were already well worked out, and, as a result, there was already a decent list of negative keywords, which we used for the new dynamic campaign.

As with smart banners, we had to wait two weeks for the result. We will not show intermediate results – we propose to immediately look at those that we began to receive after 2 months of work.

In conclusion, I would like to note that you should not be afraid to use automatic strategies in your advertising campaigns. First, from the start you can experiment on small budgets, as we did. Secondly, we have the ability to customize the experiment. And thirdly, automatic strategies really work!

Thanks for the case and experience to Maxim Chumachenko from

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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