reading time - 3 minutesJune 2023
PIK is a technology company that builds housing and social infrastructure. To reach the maximum number of potential clients, PIK uses, among other things, all the tools of the Yandex Advertising Network. The company is assisted with this by the ArrowMedia advertising agency.
Previously, placement was set up according to the “one login — one project” scheme. Within the account, there were several campaigns in the Yandex Advertising Network, retargeting and audience targeting, which were collected for the characteristics of each residential area. This structure allowed for flexible budgeting of projects and accelerated work twice as much due to the ability to work with logins simultaneously.
At the beginning of 2022, CPL grew significantly, so the question of finding new solutions arose.
We found the right course after several tests, but it was philippines mobile database not without difficulties.
Firstly, it was impossible to strengthen advertising for one residential complex. Secondly
, it was necessary to stop promoting complexes in the Yandex Advertising Network while training the auto strategy. Thirdly
, in order to simplify the process of transition from individual campaigns to the general one, we did not transfer all targeting. Thanks to this, we made single launches for targeted support of projects.
Irina Grishina
Launched a general campaign in networks for all residential areas
We combined more than 500 campaigns from different logins into one, adhering to the “one group — one project” architecture. In targeting, we used audience and phrase targeting without dividing into the Yandex Advertising Network and retargeting.
Within the groups, we collected:
Queries with geo and names of residential areas
Retargeting to an audience that visited the site in the last 14 days and spent at least 4 minutes on it
Targeting the interests "Real Estate" and "Mortgage"
Look-alike audience for those who left a targeted message for a call and bought real estate
Autotargeting
Additionally, duplicates were created with geo for Russia and targeting similar to Moscow. Groups were added with targeting for mortgages and general queries.
The ads used a general title or a title with the name of a specific project.