Competitors (used brands and websites, such as "Tekhgaz-TK", "PskovTekhGaz", etc.)
Structure of ad groups for the direction Gasifiers GKHK
To adjust rates for the target audience and retargeting, the following Yandex Metrica segments were used:
I visited the product section but did not leave a request.
I came to the site using product phrases (“Gasifier”, “Ramp”, etc.), but did not leave a request.
Came to the site by commercial phrases (“Buy”, “Price”, etc.), but did not leave a request.
Look-a-like — an audience similar to the website visitors who left a request.
Set up bid adjustments for each campaign:
by socio-demographic characteristics
by geo
by devices
Peculiarities of Competition Due to the Corona Crisis 2020
At the height of the pandemic, the plant set a task to sell as many GCCs and ramps to hospitals as possible. We collected direct and related keywords. We took photos in partner hospitals of the enterprises, prepared creatives with texts, for example, "GCC to the hospital". Additionally, we created unique segments for this task:
Collecting emails of chief physicians. We bc data europe phone number this segment in Yandex Audiences and showed ads only to chief physicians.
Audience: "People who visited medical websites that supply equipment to hospitals."
GKHK installed in the hospital
“When launching advertising campaigns for hospitals, rates had to be raised by 1.5–2 times, as the competition in this niche during the Corona crisis of 2020 was colossal”
Maria Korolkova
Head of the Contextual Advertising Department of the Promo Expert agency
4. Created ads
For each group of queries, we prepared several ads, with different texts and for different devices. We worked through each ad down to the last detail: we filled in the first and second headings, text, display links, 8 quick links and clarifications. To increase the probability of conversion on search, we used templates in the first heading. In the templates, we increased the relevance of the ad to the user's query.