- Analysis and planning
- Gathering audience and competitor information.
- Defining the unique selling proposition (USP).
- Setting goals: landing page enquiries and a lower CPL.
- Landing page development
- Preparing the page structure and prototype.
- Writing persuasive copy focused on customer concerns and benefits.
- Landing page design with brand-led or modern responsive styling.
- Build and configuration: mobile responsiveness, lead capture forms, Yandex Metrica and goals, loading speed improvements and basic SEO.
- Preparing and launching Yandex Direct advertising
- Keyword research and clustering.
- Campaign setup: search ads for high- and low-volume queries, plus Yandex Advertising Network campaigns for additional reach.
- Selecting negative keywords to exclude irrelevant impressions.
- Creating relevant ads with a unique selling proposition and call to action.
- Configuring bids, ad schedules and geographic targeting.
- Analytics integration
- Configuring Yandex Metrica goals.
- Call tracking and/or CRM integration where needed.
- Connecting advertising and analytics for end-to-end performance measurement.
- Campaign management and optimisation
- Weekly monitoring and bid adjustments.
- A/B testing headlines and offers.
- Improving CTR and reducing cost per lead.
During the integrated launch from scratch, search advertising with automatic targeting proved effective. This was a difficult niche: even high-intent keywords performed poorly, so we tested Yandex's automatic selection. In one month, we generated 5 leads at ≈US$30.17 each. We were satisfied because every lead was relevant.
