"Eltreco" how we increased the number of sales for the online store of electric vehicles

#E-com

Task and reason

Eltreco — a company selling electric bicycles and hybrid bicycles.
Before we connected, there were no advertisements; all traffic to the site was organic.

Client's goal: to increase the number of requests with CPA no higher than 2,500 ₽.
Budget for advertising campaigns: 270,000 ₽/month

Frequent promotions on goods
Separate landing pages for promotional products
Free delivery throughout Russia
Prices are lower than competitors, original product
Leasing

Selection of semantics:

Maximum target keywords for products (“buy an electric bike”, “buy a hybrid bike”, etc.)
Brand and competitor requests

Campaign structure:

Segmentation by areas and types of goods

Analytics:

Connected Yandex.Metrica and Google Analytics to track goals: ordering and contact collection form

Creatives and YAN/KMS:

Ads corresponded to the user's request and were highlighted with a concise description of the benefits

Retargeting and remarketing:

Catch-up advertising for users who have not completed the target action

Google Ads for competitors:

We set up campaigns for visitors to competitors’ websites

Optimization:

Constant updating of creatives, promotions, prices
Increasing advertising campaigns for new products and promotions
Reducing the budget for Search and focusing on YAN and Display Network with a low cost per click (5–10 ₽)

Promotion

Platforms: Yandex.Direct (Search, YAN, KMS) and Google Ads (Search, YAN, KMS)
The main emphasis is on YAN and Display Network, as they brought cheap and relevant leads
Use of retargeting and remarketing, as well as advertising campaigns for visitors to competitors' websites

Result

In the first month of work with a budget of 270,000 ₽, we achieved:

Completed purchases: 63
Contact form submissions: 179
Cost per call/lead: 1,119 ₽

Additionally:

Cost per lead was consistently maintained within the range of 1,200–1,500 ₽
The client received around 70 completed orders
The potential customer database grew due to a highly relevant audience
Campaign optimization and work with current promotions allowed for effective budget redistribution between Search and RСЯ/KMS