Google suspended advertising sales in Russia. At that time, our client, PRO-Business.ru, had the only effective channel for attracting traffic. In order not to reduce turnover and not to lose customers, we had to “revive” the Yandex. Direct account, abandoned more than a year ago, in a very short time. To do this, we decided to experiment. Details are below.
Who we worked with
« PRO-Business.ru » is an online store that operates in the B2B segment. The company line database sells professional imported equipment, dishes and inventory to bars, restaurants, bakeries, dry cleaners and laundries. The store’s assortment includes 18.5 thousand items: bakery ovens, checkout counters, pizza presses, industrial washing machines, chest freezers and much more.
We started working with PRO-Business.ru at the end of 2020 — we promoted the online store’s products through Yandex and Google Ads, focusing on product advertising campaigns in Yandex.Direct and Merchant Center.
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The structure of advertising campaigns of PRO-Business.ru in 2021.
At first, we
entered both platforms with comparable budgets. After scaling successful campaigns, Cost per Action in Google Ads turned out to be twice as low as in Yandex.Direct, so we focused our main resources on developing product campaigns in Merchant Center. It brought us up to 80% of the total mass of leads — until circumstances intervened.
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Dynamics of CPA in Yandex
Google Ads. Already in April 2021, Cost per increase the number Action in Google became half as much as in Yandex, so the main resources were focused on promotion in Merchant Center.
SF.RU uses an individual, boutique approach – we form our own team how much does it cost specialists for each project. This allows us to delve deeper into the work, devote more time to the customer and various nuances, and, therefore, to fulfill the KPI faster and get the desired result.
Internet marketer Sergey Shvetsov and contextual advertising specialist Anna Gudina collaborated with PRO-Business.ru from SF.RU. Together they developed hypotheses. Sergey was responsible for communication with the client and coordinating b2c lead issues; Anna set up accounts and contextual advertising.
By early spring 2021, the number of requests from Google Ads reached 90%. We successfully fulfilled the KPI, which was tied to the volume of leads at an affordable price agreed with the client. But in early March 2022, a week after the start of a increase the number special military operation in Ukraine, Google Ads stopped working in Russia. Of the total number of requests, we were left with only 10% coming from Yandex, with a CPA that was 20 times higher than Ads.
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Distribution of requests by channels. In the summer of 2021, Yandex focused on machine learning and process automation, which is why the effectiveness of the old account in Yandex Direct dropped to a minimum. In March 2022, Google Ads stopped working in Russia.
