Over the entire placement period, retargeting for website visitors showed the highest conversion. Among all non-retargeting segments, the following targetings turned out to be the most effective in terms of purchases:
socio-demographic;
contextual queries for musicals;
activity in VKontakte communities of universities and schools (for audiences up to 22 years old with the Pushkin map).
Since the start of the program in September 2021, schoolchildren and students have received a bonus on their Pushkin card, which had to be spent before the New Year. From January 1, 2022, a new amount was accrued, more than the previous one. Therefore, the main part of the budget was allocated for the beginning of the month so that schoolchildren and students could enjoy the musical during the New Year holidays, which lasted from January 1 to 10.
As a result, social networks received 5% of direct and 8% of kazakhstan mobile database associated transactions from the total volume. The share of total income was 3%, with a budget of 39%.
Channel 3 — Recommendation services — Zen and Pulse
The advantage of the services is that the content is shown only to interested users. Thus, the model allows you to get the maximum number of publications read to the end at a given cost, and the most involved audience goes to the site.
Articles we have published
Pushkin map november 20
(january 2021)
Stories about the musical March
(May 2022)
Preferential categories June
(July 2022)
(October 2022)
Referral services brought in 0.08% of direct transactions from the total volume and 0.14% of associated ones. The income was 0.07% with a budget of 1.18%.
Channel 4 - Programmatic
The most effective targeting:
Hybrid:
art and creativity, literature - CTR 0.12%;
child development and creativity - CTR 0.19%.
Sape:
keywords related to the topic - CTR 0.53%.
Audience segments:
art - CTR 0.16%;
active visitors to museums and theaters - CTR 0.14%.
The best results for Yandex media campaigns, taking into account a large share of the budget:
interests (concerts, theaters) — CTR 0.20%;
behavior (theatre attendance) - CTR 0.23%.
The best results for tactics, the share of which was small:
retargeting of website visitors, collected on the basis of Yandex Metrica — CTR 0.42%;
by behavior (visiting philharmonic societies) — CTR 0.35%.
The most effective tactics: concerts, theaters, visiting organizations (museums, theaters, philharmonic societies), keywords.