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Programmatic campaign for Eurasia restaurant chain
174 people placed orders on the website
4.89% conversion rate per order
25% increase in conversion rate with every new launch
Tasks and KPIs
KPI
1. Qualitative synthetic indicators
2. Conversions
1. Qualitative synthetic indicators
2. Conversions
THE BRAND
Eurasia Restaurant
THE TASK
To engage the target audience in promotions and discount programs; increase the number of orders and restaurant visits
CAMPAIGN TIME PERIOD
December 2020 - January 2021
TARGET AUDIENCE
St. Petersburg. Men and women between 20 and 45 years old. Level of income: middle class and upper middle class. Patterns of behavior and interests: fond of Asian and European cuisine; loyal to the Eurasia chain; business people and clerks who lead an active lifestyle and prefer restaurant food or cafes; frequently order takeaway or delivery.
TOOLS
Programmatic ADS + Search
Desktop + Mobile
Eurasia Restaurant
THE TASK
To engage the target audience in promotions and discount programs; increase the number of orders and restaurant visits
CAMPAIGN TIME PERIOD
December 2020 - January 2021
TARGET AUDIENCE
St. Petersburg. Men and women between 20 and 45 years old. Level of income: middle class and upper middle class. Patterns of behavior and interests: fond of Asian and European cuisine; loyal to the Eurasia chain; business people and clerks who lead an active lifestyle and prefer restaurant food or cafes; frequently order takeaway or delivery.
TOOLS
Programmatic ADS + Search
Desktop + Mobile
Advertising strategy
We developed a plan of consistent actions that will push the target audience to perform desired target actions within the designated tasks.
We worked with a wide range of audiences, beginning with loyal clients and ending with a new audience or those who hadn't tried The Eurasia food before. In order to cover all the selected segments, we were active at all purchase funnel stages simultaneously, using different ad formats.
Results. Traffic
By working intensively with TA segments, creatives and placements we increased CTR from 0.62% in the first media campaign to 0.63% in the third media campaign. We exceeded the expected CTR rate by 0.21 pp.
The paid search campaign CTR grew from 16.11% in the first advertising campaign to 16.56% in the third campaign. So, we were above the expected figures by 7 pp.
The paid search campaign CTR grew from 16.11% in the first advertising campaign to 16.56% in the third campaign. So, we were above the expected figures by 7 pp.
Results. Synthetic indicators
Regular monitoring of the advertising campaign and manual and automatic bid factors optimization let us obtain high-quality results for advertising campaigns, along with consistent figures improvement with each new launch.
Results. Conversion rates
Website Orders
174 people placed an order
Conversion rate per order
CR 4,89%
Increase in conversion rate
+25% on every new launch
Conversion rate per order
The highest came from mobile devices
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