Advertising in geo-services is mostly related to performance marketing. Yandex Maps brings quality leads, since in fact the work is carried out with a warm audience: the client is ready to buy, he only needs help with the choice or to show that the best solution is nearby. In addition, it works great for coverage, since unlike other tools, where payment is made for clicks and impressions, in geo-services you pay for a month of placement. Whether one million users came or two, the cost remains the same. In addition, advertising in geo-services has a more native format and does not get lost with the effect of "banner blindness". Advertising in
Maps helps to stand out: not only with a high position in the search, but also with bright pictures that have a greater impact on the emotional spectrum. As well as USP and logos - all this is done so that the information visually catches and is remembered at the subconscious level. Let's say a person scrolls the map in search of a dentistry and sees the logo of his favorite coffee shop. Even if he is not interested in this information now, he will remember where the establishment is located. That is, we get an additional brandformance function.
Yandex Maps are mainly popular in the central part of jiangsu mobile number database Russia, 2GIS - in the regions. To improve results, it is worth using both systems and getting maximum coverage. For example, when guests from the regions come to Moscow, they do not immediately install Maps, but continue to use their usual application. This should also be taken into account when planning media and thinking through tactics and strategy. The advantage of Maps is that within the Yandex ecosystem, you can transfer information from Yandex.Direct and back, that is, migrate the audience and analyze how it works. Unfortunately, the 2GIS system does not share data.
As for Yandex Navigator, people often do not see the difference between it and Maps and use only one application. But the audiences between these two platforms overlap by only 10-15%. At the same time, research using crypto technology, which Yandex itself conducted, show that 66% of the audience with an above-average income is in Navigator, and 58% in Maps. But it is worth considering that few users will immediately download the application in Navigator or call, even if they liked the offer. Most often, people take a screenshot and return in 2-3 days. That is, here we are dealing with deferred demand, so this advantage of Navigator is not obvious and is often ignored.
Yandex Metro is also an underestimated tool that works well and brings in targeted applications and purchases. And to get good results from an advertising campaign, it is worth including all sites in the split.
How to attract a similar audience using targeted advertising?Read the article
Evaluation of effectiveness
Efficiency is assessed mainly by the leads that geo-advertising brings. At the same time, in Maps you can get some of the lowest CPA and CPL. Yandex Navigator mostly has a reach value, and the effectiveness of promotion in it is measured by the number of unique users, impressions, clicks. In some formats, where it was possible to "screw on" a counter, we analyze by post-view conversions. As for the Yandex ecosystem, all the main data necessary for analytics is collected using Metrica and MediaMetrics. Yandex Audiences help transfer segments to colleagues working with Direct.