Kinolenta

Whilst maintaining the same advertising budget, we increased the number of orders by 300%. This was achieved through precise targeting, the elimination of irrelevant traffic, and the optimisation of adverts. The campaigns utilised dynamic product ads and separate search campaigns for specific product positions and categories. We also implemented promotions and special offers at the right time, which significantly increased conversions at a lower cost.

Particular attention was paid to working with product feeds: we optimised product feeds to display current offers more accurately, and created tailored feeds for each product category to effectively target the right customers. This significantly improved the return on advertising spend and drove sales growth for the online delivery store.

The advertising budget was optimised by targeting specific audiences, filtering out irrelevant traffic and reducing click-through costs through in-depth analysis of audience segments, which resulted in a 72% increase in CTR. This was achieved by reallocating the budget to the most effective segments and parameters of the relevant audience, as well as through continuous optimisation of ad copy, with a focus on current promotions and special offers tailored to specific product categories within each segment.

We significantly increased conversion rates by fine-tuning audience segments, including users’ interests and behaviour on the Search Network and Display Network. The use of more targeted ads and the creation of custom feeds, as well as an increase in repeat purchases through the Smart campaign (retargeting), led to a 1.73-fold improvement in the conversion rate (by more than 40%).

A 33.2% reduction in the cost per acquisition (CPA) has improved the effectiveness of our advertising spend. This was achieved through improved segmentation and refinement of search queries, control over ad impressions on YAN platforms, and adjustments to bids and feed settings.

Audience engagement increased by 137% (a 2.37-fold rise) thanks to regular creative testing and tailoring the content to the target audience’s preferences. Incorporating current promotions and offers, as well as optimising the content, significantly improved brand perception and boosted user interest.

Over the period under review, the number of purchases generated by advertising increased by 24.23%, or 1.24 times. This increase was driven by a significant 137% rise in audience engagement, which, in turn, boosted interest in the brand by a factor of 2.37. A combination of factors, such as ad optimisation, improved creative content and the relevance of offers, played a key role in the growth of these metrics.

The main objective of the project was to increase organic traffic. To achieve this, we carried out a comprehensive SEO optimisation: we redesigned the website structure, optimised product pages and refined the information pages, and implemented correct meta tags and internal links.

To boost audience engagement, we revamped key elements of the website: we updated the design, improved navigation and sped up page loading times. We paid particular attention to the product pages, adding descriptions, a section featuring similar products, and information on delivery and payment.