Consent Hall: reduced CPA by 2.5 times in the niche of platforms for large events en

#HoReCa

Task and reason

Consent Hall is a large venue for business, celebrations and online events.
Before starting work, advertising campaigns were set up unstructured:

Yandex Direct received non-target requests,
several forms on the site had no purpose,
all traffic was directed to a single landing page,
there were no YAN campaigns,
budget was 75,000 ₽ per month, but a significant part of it was spent ineffectively.

An additional difficulty is positioning: advertising was aimed at individuals, although the main client of the site is event agencies and legal entities. Due to the political situation, demand for weddings fell, and the strategy needed adjustment.

Our plan

Return controlled efficiency

Conversions

100

Calls

1000

CPA

Plan

To return controlled efficiency, we have completely rebuilt the promotion system:

Full audit and reassembly of semantics. We removed non-target requests and assembled a new strategic language for key areas.
Separation of traffic by direction. Wedding campaigns go to the wedding landing page, banquet campaigns go to the celebrations page, etc.
Creating correct goals in Metrica. We checked the receipt of all applications and set new goals.
Adding YAN. We prepared creatives, launched full-length campaigns, and began regular cleaning of sites.
Competitive campaign. We collected semantics for competitors’ brands and launched a separate YAN campaign.
Optimization on an ongoing basis. We added new keywords from Metrica, adjusted negative phrases, and managed bids.
Building interaction with a marketer. We jointly clarified the positioning concept and redistributed the emphasis to legal entities and agencies.
Working with the site. We launched additional landing pages and transferred the site to a new engine - this improved conversion.
Focus by season. Campaigns for weddings and corporate events were intensified during the season.

Promotion

Used Yandex Direct:

Search: separate campaigns for each direction, detailed semantics, link to landing pages.
YAN: new creatives, wide test grid, regular cleaning of sites.
Competitive segment: separate campaign for brands of other sites.

The main USPs of the site were actively used in advertisements:

capacity up to 300 guests, own kitchen, 1 minute from the metro, private parking, concert equipment, dressing room, furniture for all formats of events.

Result

Over the past 5 months managed to significantly improve the situation, despite high competition and seasonality.

1. CPA decreased from 1500–2500 rubles to 900–1000 rubles

2. CTR is growing steadily:

Total CTR: May - 1.54%, June - 1.66%, July - 1.87% (previously <1%)
Search: 3.11%, 3.27% and 3.94%
YAN: 1.39%, 1.53% and 2.08%

3. More relevant traffic thanks to separate landing pages and refined semantics

4. For the last 3 months:

50 conversions
147 calls
Summary report for the month

5. Calls were considered the most valuable - campaigns were optimized specifically for them

6. Positioning has been improved: the focus has shifted to corporate customers, which has increased the quality of applications