When many people spend more time at home, media consumption grows, and new players appear on the content market. To stand out from the competition, it is important for the VOKA video service to always be one step ahead. The task of increasing the subscriber base at least 3 times in 3 months was complicated by two factors: people’s habit of downloading content – the audience still needs to be conveyed that it is easier to subscribe than to search for a film online – and the unpredictability of the conversion moment itself. People have different tastes, belgium whatsapp number data 5 million so it is difficult to predict which film or series will encourage a site visitor to subscribe. This is how the task of comprehensive optimization of campaigns in the account arose.
Tasks
- Increase the number of subscribers
- Reduce and maintain CPA
Used by:
- Yandex.Direct / Text and graphic ads on search / Dynamic ads / Conversion strategy “Conversion optimization”
- Yandex.Metrica
Period: 01.06.20–31.10.20 (22 weeks)
In order to occupy a growing market, it was important for the VOKA video service to act faster than its competitors. Therefore, they set a new goal: to triple the subscriber base in 3 months. At the same time, users who are not used to paying for watching movies had to be proven that signing up for a subscription is easier than searching for a movie online.
The video service also sought to optimize advertising campaigns and simplify the process of setting them up in order to save resources.
Step 1. Conducted an audit and found what could be quickly im
After reviewing the semantics, we disabled expensive key phrases with a large volume of traffic and a small number of conversions. For example, [euronews news], [belarus 5 online], [television of the hall], next install a second plugin woocommerce We also analyzed the history of search queries and added minus phrases to cut off non-target impressions: -torrent, -listen, -situation!for today, -coronavirus, -personal account, -vacancy, and so on.
Improved ad texts
The “Template” tool was used in the titles to highlight the queries in the ads as much as possible.
To make the ads look more informative and attractive, barbados businesses organization we added additional elements: a virtual business card, clarifications, and quick links.
To:
After:
Set up bid adjustments
A Yandex.Metrica report showed that almost a third of all subscriptions are made by returning users.
To reach a “warmer” audience, we used Yandex tools:
- set up retargeting for users who previously subscribed or visited the site;
- assigned upward adjustments to this segment of users.
According to Yandex.Metrica, more than half of the subscriptions were made by PC users.
Therefore, a boost adjustment was added to this type of device.
