We have built a broad semantic core across the entire product line. This allowed us to reach a wide audience of potential customers. This made it possible to cover almost all the requests of potential customers.

We carefully collected minus-keywords, which allowed us to cut off non-targeted clicks, or clicks with an unclear user goal.

In the contextual advertising settings, we applied bid adjustments to:

• Mobile and desktop devices
• Gender, age
• Geography
• Segments that were identified during ad campaigns

We made bid management based on geography and product type, which allowed us to reduce the bid price

To collect statistics, we used UTM tags to correctly track ad performance.

Each ad is duplicated by the mobile version of the ad, so that it is displayed correctly in the mobile search results.

Proper setup and adjustment of the campaigns in Yandex Direct and Google Adwords allowed to real requests from clients in the first days of its work. And after 2 weeks of running advertising campaigns, we increased the budget by 2 times, while the cost of the application was reduced by almost 3 times.