3DVERI

End-to-end Yandex Direct promotion for 3dveri.com, an online store of entrance and interior doors. The goal: more targeted traffic, more quality leads and more online sales. The work covered keyword research, audience targeting, ad performance analysis and spend optimisation for the best possible return.

Goal

Bring a constant flow of new customers to the site through paid search.

Research

We analysed the website and its competitors and ran an in-depth interview with the client about their services, strengths and weaknesses. With Google Keyword Planner and Yandex Wordstat we mapped search demand and picked out the most in-demand product categories.

Campaign structure

1. Brand queries: high-intent demand from buyers looking for specific door brands.
2. Door categories: thermally broken, residential, glass and more, each with its own keywords.

Ad formats

• Search ads for people ready to buy.
• Display banners for broad reach.
• Dynamic shopping ads connected to the site's catalogue: the gallery updated itself to match the current range and showed photos, prices and descriptions.

End-to-end analytics

We set up end-to-end analytics to see not just clicks and leads, but actual deals and revenue for every channel. That gave a precise picture of ROI and let us optimise based on data.

Over the reporting period, paid search brought in 195 deals worth ₽4M in revenue on ₽879K of ad spend. In total, the site generated 1,404 deals worth ₽40M over the same period.

The client's website

Project team

• Yaroslav Yasinsky: marketing
• Evgenia Lis: design
• Salmin Studio: website development and SEO