Case Study: Preparty

#HoReCa

Preparty is a catering and buffet service for events. The main goal was to run ads on multiple platforms and attract customers for catering services and buffet organization. It was important to test different traffic sources and understand which combinations generate real leads.

Challenges and Tasks

The advertising campaigns were launched almost from scratch.
The website did not have properly configured goals for optimizing advertising campaigns.
There was an insufficient audience size for retargeting at the start.
It was necessary to test several platforms and advertising combinations.

How the Work Plan Was Built

At the first stage, analytics pixels were installed and advertising campaigns were prepared on all platforms. Ads were launched based on key queries related to catering and buffet services. Different landing pages were used for the ads: the main website page and a separate catering page.

At the same time, goals were added to the analytics system: time spent on the site and page depth. This made it possible to evaluate traffic quality and optimize advertising campaigns.

Retargeting campaigns were also prepared. At the start, the audience size was small, so it gradually accumulated as the advertising campaigns continued to run.

Additionally, interest-based targeting was tested in VKontakte and MyTarget to increase reach and identify new audience segments.

Launch advertising on multiple platforms

Launch advertising campaigns based on key search queries in Yandex Direct.
Set up targeted advertising in VKontakte and MyTarget.
Add goals in Yandex Metrica (time on site and page depth).
Prepare campaigns for retargeting.

Key objectives:

increase website traffic
test different traffic sources
collect an audience for retargeting
scale successful advertising combinations

Result

The launch of advertising campaigns helped attract targeted traffic to the website and test different client acquisition sources. During the process, an audience base for retargeting was formed, and the most promising advertising combinations were identified for further scaling.