Internet promotion of the company OOO "SAKS", Russia

Increased the number of conversions from the site by 2 times in 3 months

About the company

The company has been successfully operating in the construction market of Bryansk and the Bryansk region for over 20 years.
The developer's assets include a number of completed housing and commercial real estate projects.

The company is distinguished by its reliability, stability, has a reputation as a responsible developer and the trust of its clients, and creates inexpensive and high-quality housing.

Tasks

The project was taken into work with a working advertising account in Yandex Direct and the old version of the site, all work was divided into several stages and tasks:

Optimization of existing advertising campaigns in Yandex Direct, changing settings to improve advertising efficiency.
Development of a modern, user-friendly and informative website.
Attracting stable traffic to the site and retaining it.
Increasing conversions from website to application.
Changing advertising campaign settings in accordance with new landing pages, updating sales objects in ads and groups.

Solution

When forming the company's Internet promotion strategy, we took into account the customer's wishes and the budgets allocated for future implementation. To solve the tasks set, a promotion strategy was formed, based on the optimization of the Yandex Direct advertising account and the development of a new website.

The work was divided into several stages:

Stage 1 - work on changing the settings of existing advertising campaigns:

correct setting of goals in metrics;
monitoring key queries via Yandex Wordstat and working out minus words for all companies and groups;
transfer of campaigns from manual bid management to an automated strategy;
revision of advertisements, removal of irrelevant ones, addition of new advertisements and creatives;
creating new audiences and segments for retargeting advertising campaigns.

Stage 2 - development of a new website with unique integrated tools for convenience when selecting real estate:

Developed and integrated a catalog system for managing residential and non-residential real estate objects.
We developed a system for mapping object renders.
We developed a system for displaying apartments and entrances in the form of a house matrix.
We developed a system for generating an apartment card in the form of a PDF document with a detailed description of the apartment parameters, contact information for the sales department and the cost of the selected property.
We integrated a caching system for real estate catalog pages to speed up the site.

Stage 3 - work on moving to a new site and adapting the advertising account:

Work has been carried out to route traffic from old links to new ones (link building) to enable the move to a new site without loss of popularity and uninterrupted operation of advertising campaigns in Yandex Direct;
setting goals in metrics;
changing the settings of the advertising account in Yandex Direct in accordance with the new landing pages;
updating sale items in ads and groups, deleting irrelevant ones and creating new ones.

Tools

Contextual and retargeting advertising in Yandex was chosen as the main promotion tool.

Result

By the time all work was delivered to the customer after several months of promotion, we had fully implemented the developed strategy and increased the amount of traffic on the site and the number of conversions.