Alina Sinelnikova, Project digital strategist Ingate Group

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Maxim Yesefiev, Marketing Specialist, Advertising Department , VseInstrumenty.ru

Project objectives
Increased awareness of two brands:

INFORCE — automotive tools;

AEG - repair tools.

The main target metric is the growth of demand in Yandex Wordstat.

Project nuances
Before the launch of the campaign, an analysis of the slovenia telegram data impact of seasonality on demand over the past 2 years was conducted, which showed that a seasonal surge/drop can happen unexpectedly in any month from March to May.

In order not to mistake the resulting surge in demand for the influence of seasonality, together with colleagues from VseInstrumenty.ru, it was decided to use media advertising in Yandex Direct to evaluate the dynamics of search queries among users who saw the advertisement. This is the so-called Search Lift. Brand Lift was also used in parallel to have additional "pros" or "cons" of the selected channel.

"Why only Yandex Media? In its studies, Yandex uses only users who were shown ads in Yandex Media as respondents who "saw the ad". That is, you will not be able to do Search Lift and Brand Lift if you advertise on another platform. At the same time, when advertising on several platforms (not only in Yandex Media), Yandex studies will also not be reliable. This is due to the fact that the number of respondents who "did not see the ad" may include users who actually saw your ad through other platforms, to the data of which Yandex does not have access. We have even encountered cases when, when using several platforms, Brand Lift gave a negative result, because more budget was allocated to other platforms or a promotion was running on TV at the same time.


Therefore, if we want maximum reliability of the data, it is better to fulfill Yandex's conditions - conduct a measurement and then, having convinced ourselves of the effectiveness of media advertising, test other platforms. Which is what we did ."