For those advertising in Russia, Yandex offers the best methods for reaching your audience, promoting your brand, and acquiring customers. Digital advertising on Yandex.Direct (Yandex’s paid search platform) offers businesses all of the tools needed to reach their target audience in an effective way. Below is one great example of a Yandex.Direct success story featuring Adidas Group.
Adidas group consists of four brands: adidas, Reebok, Rockport, and TaylorMade. Yandex interviewed the head of Adidas Group’s Internet Marketing, Nikita Shashkevich, who explains how Yandex.Direct has helped their business to sell products but also promote their brands.
The Adidas Group includes two sporting goods manufacturers: adidas and Reebok. Are these two brands promoted differently?
Despite the fact that Adidas and Reebok belong to one market segment, they are positioned differently. Adidas sportswear isn’t just focused on athletes, but also for those who just prefer a sporty style for everyday fashion. Reebok is primarily a brand for professionals and fitness enthusiasts, but there’s also a clothing line for everyday wear.
What advertising channels do you use and how did you choose them?
Adidas recently opened its online store in Russia and we have been actively working on online advertising. Of course, we continue to use traditional channels such as placing ads on TV and in print to promote the brand. We also host and sponsor sporting events.
When choosing how to promote our brands on the Internet, we focus on the most effective online advertising methods. Right now the most important channels for us are search advertising and retargeting. We also use mailing lists and social networks, but search advertising is unrivaled from an efficiency standpoint.
How do you assess the effectiveness of your ads?
It’s important for us to increase the number of orders we receive from our online store, so for us an online purchases is a conversion. From this perspective, Yandex.Direct is more efficient than other search advertising systems, as it leads to more new customers at a lower cost of acqusition. Yandex.Direct not only helps to promote our products but also raises our brand awareness.
Do you come up with any sort of special advertisements?
We try to highly target our advertising. For example, we have separate campaigns for our winter, summer, autumn and spring collections. For each line, we make unique ads for specific products while regularly adding new ones. This is intended to gradually expand our audience share and at the same time improve the efficiency of conversions.
We use an automatic strategy aimed at maximum conversion to advertise our products. However, we still do the process manually with campaigns according to brand needs, especially when it’s important to get premium placement. We also place an ad for certain information queries, like the match football balls for the 2014 World Cup that adidas traditionally produces for example.
Do you lead the ad campaigns in Yandex.Direct yourself, or do you use an agency?
We work with an agency iProspect. Our specialists define the overall direction and shares their ideas, then the agency team follows up with specific plans.
What methods do you use to increase the effectiveness of your Yandex.Direct advertising?
Additional links in ads are very effective, so we continually experiment with them. It’s important that the links are as relevant as possible to the query. The same rule applies to ad text, because if for instance a person is looking for red sneakers, it’s important to show them an ad specifically about red sneakers from adidas.
We stay up to speed on our ad relevance and regularly update the ad text. You can’t use the same ad for three years running. It reduces the effectiveness.
If you had to compare Yandex.Direct to someone or something, what would you pick?
I’d compare it to an experienced salesperson that understands customers right off the bat, immediately offering them exactly what they’re looking for.
What advice do you have for those who just started working with Yandex.Direct?
Right away, it’s important to decide whether you will advertise by yourself or through an agency. The future development of your strategy depends on that.
It’s also worthwhile to clearly outline the structure of your ad campaign. Usually we split the campaign into three parts: brand queries (e.g. “adidas”); product requests related to brand queries (e.g. “adidas football boots”); and non-brand queries (e.g. “buy shoes”). For each group of queries we choose a strategy. This allows us to more accurately track the performance of each ad and helps a lot when working on the quality of the text.