While everyone is home: what to do in Yandex Direct
Before our eyes, the usual rhythm of work and life has changed a lot.
Advertisers have begun to change their approach to customer acquisition, and in the face of self-isolation and uncertainty, businesses are working hard to adapt and stay afloat.
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We present a checklist from Yandex – what to do in a pandemic to save business and customers.
Setting up the campaign. Where are my clients and how do they behave?
Check the geography of the screenings. Many have isolated themselves in the area.
Weekends are not much different from weekdays, and Saturday and Sunday screenings may bring additional bids.
Update key phrases, refinements, and quick links, such as emphasizing delivery and online advice.
Website and campaign checks. Is the information on the site and in advertising relevant?
Specify the mode of operation on the landing page. It is better to collect all the important sentences directly on the main page.
Or assemble a new landing page in the turbo site builder Direct.
Create creatives with “seasonal” goods and services, such as raising rates for fast-delivery offers or #best-home themed selections.
Process optimization. Is there anything that can be measured and improved in the design?
Connect delivery and payment online, check if there are any problems in the way of the user.
Try to start a blog, collection, account in services and connect employees from retail outlets to online consultations and content creation.
Try using materials or space for new tasks, such as selling leftovers in wholesale kits or getting them delivered from the restaurant kitchen.
Improving the impact of advertising. How do you invest effectively?
If the campaign does not have a tied Metrics counter and set goals, then now is the time to order such a setup.
Connect an automatic strategy with ROI or CPA optimization to make Direct work for your tasks.
Try using off-the-shelf retargeting segments to lead to a maximum conversion of visitors.