We had to ensure a certain share of the company's presence in the regions.

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— Information demand

Information RKs are configured for two types of landing pages:

Planner is a 3D constructor on the website. With its help, the buyer models how his house will look after the renovation.
Landing pages with text content for email marketing. We published tips, instructions, answers to questions and tried to get the user to subscribe to the newsletter.

The volume of information demand is huge, so the RK had the smallest coverage in these areas. The strategy for working in this segment is one-cent traffic with the lowest possible CPA. Work with the RK consisted of A/B testing of creatives and cutting off low-conversion targeting by keywords, demographic indicators, regions, devices.

Due to low CPA and content marketing, the company gets a loyal audience with a formed need for a small cost. But this is a slow process: several months may pass before a purchase.

For information campaigns, we used not only search ads and text and graphic blocks, but also other formats: video advertising, media formats of contextual advertising systems. In the "hot" season, this worked in conjunction with TV shows where the brand participates.


Step 2. Divide the RK by regions
Therefore, at first, each direction of the RK was divided into 3-5 categories:

Moscow and Moscow region;
Saint Petersburg and Leningrad region;
other regions in descending order of priority.

After the division, we observed stable differences in the argentina consumer email list indicators by region: CR, seasonality influence, demand for a certain category, CPC, final CPA. We took these variations into account in media planning and developed local solutions by region.

One of such solutions is to launch separate websites for dealers in the regions and organize advertising campaigns for them. For this purpose, we have developed the Dealer Website Generator .

A separate website for the dealer allowed:

Organize more effective communication channels. 1) online chat: the dealer manager can quickly answer the buyer's questions, for example, whether the article is in stock; 2) call center: the client can call the manufacturer's manager without an intermediary.
Personalize texts and extensions for ads. For each dealer, we indicated prices, delivery and installation conditions, and working hours.
It is more efficient to use some tools. For example, hyperlocal advertising - targeting users located within a certain distance from the point of sale.