Tired of wondering what kind of advertising brings in phone orders? You’re not alone. For example, Russian home appliance manufacturer GARLYN faced this problem . Then the company implemented Calltouch Call Tracking , adjusted its promotion strategy and achieved excellent results – a 153% increase in orders and a 66% decrease in DRR. Vadim Sergeev shared how they managed to set up accurate analytics and optimize their campaigns in Yandex.Direct on MeetUp.Saint Petersburg .
How the company attracts customers
If a person has a need to purchase email data household appliances, one of the most popular scenarios of his behavior looks like this. He goes to Yandex search for information on how to choose the model he needs. His request may look like this, for example: “the best dryers for fruits and vegetables 2024”.
GARLYN takes this into account in its promotion strategy
And already at this stage catches its client. On the one hand, the company shows the user an advertisement of its ratings, which are created by the content department. Of course, in these ratings, GARLYN products are mostly in the first places. On the other hand, the company buys organic articles in various online publications.
The company does not use direct sales head-on – due to the high competition in the household appliances market and the presence of parallel imports, this method is not effective.
When a client has defined a set of models from which to choose, GARLYN actively catches up with him on all possible platforms:
The company redirects users of the what is the difference between a router and a switch? listed categories to marketplaces, which have the most favorable and convenient conditions (delivery, reviews, universal loyalty system, etc.).
If the client has chosen the GARLYN brand. The company, through advertising and retargeting, offers them several purchase channels: marketplaces (the main one), its own website (advertising campaigns with payment only for the order. Which gives the company the opportunity to compete with its own advertising leading to marketplaces), as well as network retailers (M.Video, Eldorado, DNS).
The company received about 150 orders per month aub drectory from pay-per-order advertising campaigns placed in Yandex.Direct. The cost per lead was 7,243 rubles.
