Objective:
Reduce acquisition cost and keep ACR within the target range while increasing the share of new buyersTools:
Challenges
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High competition driven by major marketplace investments
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Unstable customer acquisition cost due to seasonal demand and year-over-year planning
Objectives
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Reduce CPA by at least 15%
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Keep ACR within the client’s target range
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Increase the share of new buyers by 30%
Solution
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Defined reference values for target CPA
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Tested advertising sources and identified core audience segments with the highest scaling potential
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Developed several creative concepts
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Prepared four core creative variants: general, USP-focused, auction-based and adapted for “home, dacha, construction and renovation” audiences
Not only channels, but also the packaging strongly affects performance
The applied strategies and flexible campaign setup helped achieve the goals of reducing advertising costs and improving traffic buying efficiency
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Optimized targeting by audience segments, excluded low-fulfillment segments and maintained the target ACR level
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Added creatives for different audience segments, plus New Year ads
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Set up campaigns that allowed effective bid and conversion management: a dynamic bid-changing strategy based on time of day and conversion level
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Used contextual placements with frequency capping per user within a defined time window
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Enabled automatic bid adjustments in ad auctions based on predicted conversion probability
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Enabled real-time fraud identification
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Selected placements optimized for engagement and expanded reach through display inventory
Results
-31%
ACR reduction
-23%
CPA
+31%
Share of new orders
