Case Study: Diamond Catering

#HoReCa

Diamond Catering is an off-site restaurant catering company. The goal of the project was to attract targeted inquiries for catering services through contextual advertising and improve the efficiency of advertising campaigns by optimizing settings and the account structure.

Challenges and Tasks

The advertising campaigns were set up unevenly and required optimization.
Extended geo-targeting was enabled, which caused ads to be shown to users outside the target region.
Part of the advertising traffic could have been non-targeted.
It was necessary to restructure the campaigns and improve the efficiency of advertising budget spending.

Growth plan

Advertising Campaign Optimization

Adjust geo-targeting and limit ad impressions to the target region.
Rebuild the structure of advertising campaigns.
Optimize keywords and ad creatives.
Focus the budget on the most effective directions.

How the Work Plan Was Built

As part of the project, optimization work was carried out on advertising campaigns in Yandex Direct. The main goal was to improve traffic quality and reduce the share of non-targeted impressions.

During the process, the geo-targeting of advertising campaigns was adjusted, and extended targeting outside the target region was disabled. This made it possible to focus ad impressions on the audience located within the company’s service area.

Work was also done on the campaign structure: keywords and ad creatives were optimized to increase the relevance of impressions and attract a more interested audience.

At the same time, user behavior data was analyzed, which made it possible to adjust advertising settings and gradually improve campaign performance.

Result

After optimizing the advertising campaigns, ads began reaching a more targeted audience. The main focus was on attracting clients for catering services, which helped increase traffic relevance and improve the overall effectiveness of the advertising campaigns.