Current marketing situation. Google AdWords and Yandex Direct search campaigns are set and operating as a part of an organic traffic increasing campaign. Ad campaigns are segmented by marketplaces, themes and interests in Display Network and Yandex Direct advertising network
Remarketing campaigns in Display Network and Yandex Direct search fields are segmented by the visit date and the conversion factor.
The ads position are high and campaigns are processing the wide field of search terms of high, average and low frequencies. Growth backups via increasing the search traffic are minimal. Campaigns are combined by few parameters: interests, marketplaces and keywords. These campaigns provide the acceptable level of the conversion price, but scaling the campaigns within this price level isn’t successful.
Attract the new audience from new marketplaces and initiate sales via remarketing.
At first, we selected the marketplaces for placement.
The conversion rate from the new sources was very low: no sales from the news resource and 1 sale from the Facebook ads.
Where did the growth come from?
See the screenshot of the remarketing campaigns in Google AdWords, Yandex.Direct and Facebook below.
The essential traffic and income value growth is obvious.
We started attracting new visitors in the middle of an April, and remarketing sales stated in the first days of May.
The general ad campaigns results:
Attracting the potential audience for the website is effective if tied to the remarketing campaigns.
New traffic sources attract the new audience, that is not really motivated for the purchase, but who can potentially buy something because of the audience characteristics.
Depending on the purchase decision-making cycle, this kind of audience converts into clients with time via remarketing campaigns.
The key is to understand who is your potential audience and target the ads on it, and also to understand a purchase cycle.