ParkDekor
Marketing campaign for a company selling rolled turf, with a focus on seasonality, regionality and a multi-channel strategy.
A 3.2-fold reduction in the cost per acquisition (CPA), or a 69% decrease
At the start of the project, the CPA exceeded the target figures. Through in-depth demand analysis (by region and season), optimisation of advertising campaigns on Yandex.Direct, as well as the implementation of Calltouch call tracking and call analysis, we managed to reduce the cost per lead by more than 3.2 times
This result was achieved thanks to:
- Implementation of call tracking → counting calls in conversions (as an additional signal for campaigns)
- Re-configuring the Campaign Wizard (tracking micro-conversions in the first stage for training purposes)
- Segmenting campaigns by region (based on CPA and seasonality)
- Disabling underperforming campaigns
Increased conversion rates despite a reduced budget during the off-season
We have implemented a seasonal strategy: during the winter and autumn months, we will scale back our activities and budget, whilst maintaining lead generation by focusing on B2B, pre-orders and preparations for the next season. This will allow us to reallocate the budget with maximum efficiency — without any drop in enquiries.
In spring and summer — aggressive growth: we scaled up across regions and formats, achieving a sevenfold increase (600%) in enquiries per month
We have implemented retargeting (based on the customer database) and automated funnels for ‘warm’ users
Increasing relevant traffic by optimising audience segments and updating ad creatives
We utilised behavioural and geo-segments, added lookalike audiences, and tested display ads and Telegram channels via Yandex.Direct.
- Seasonal visual creatives (spring lawns, promotions, quick ordering)
- Focus on target audience needs: ‘lawn in 1 day’, ‘turnkey delivery’
- Use of behavioural segments in Yandex.Direct (renovation and construction, landscaping, gardening and finance)
An increase in the proportion of calls and enquiries thanks to Calltouch
Integrating Calltouch enabled us to track offline conversions and revealed that up to 28% of enquiries come via phone calls.
- Goal tracking from Calltouch to Yandex.Direct has been set up
- Optimisation was carried out using comprehensive data, rather than just website enquiries
- Lead quality and channel assessment accuracy have improved (from April to May, we received 3.1 times (209%) more calls)
Regional scaling: a threefold increase in leads by segmenting the campaign by region
We carried out regional analysis – initially, the focus was solely on Tyumen. We expanded our geographical coverage to include key cities: Yekaterinburg, Chelyabinsk, Omsk, Kurgan and others. We also developed a separate strategy for each region:
- Campaign Manager + micro-conversions
- Separate search and display advertising campaigns by region, combined into package strategies
- Adjustment of bids and geo-adjustments
- As a result, the number of enquiries from the regions tripled in just two months.
Reducing bounce rates and increasing conversion rates through ad optimisation
We conducted a UX audit of the website and prepared recommendations for improvement: simplifying the catalogue and filters, shifting the focus of advertising to offers and delivery, and highlighting customer reviews. Initial tests showed an increase in time spent on the site and a reduction in bounce rates.
A systematic approach to the project (analysis + hypotheses + phased implementation) enabled us to achieve the client’s business objectives — with campaigns becoming not only profitable but also scalable. Our plans include refining the website, developing retargeting strategies and implementing content funnels by next season.
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