Yandex Direct Advertising
Woodline
Cut a furniture store’s ad cost share from 24% to 11% and grew revenue from Direct 2.3x.
11%
ad cost share, down from 24%
- Industry
- E-commerce
- Market
- Russian-speaking markets
- Timeline
- 6 months
- Budget
- €9k / mo
11%
Ad cost share (was 24%)
×2.3
Revenue from Direct
+140%
Orders per month
9.1x
ROAS
0
25
50
75
100
88
Show data
| Period | Revenue from Direct, €k |
|---|---|
| Feb ’25 | 38 |
| Mar | 47 |
| Apr | 58 |
| May | 69 |
| Jun | 80 |
| Jul | 88 |
The challenge
Where the client started
The store was spending almost a quarter of revenue on ads. Every product was advertised the same way, so budget went to cheap, low-margin items while premium sofas and kitchens barely showed.
What we did
Our approach
We split the catalogue by margin, set up feed-based product campaigns with separate cost-share targets for each group, launched abandoned-cart retargeting and passed real revenue into Direct via Metrica e-commerce.
- 1Segmented 3,200 products by margin
- 2Product campaigns with target cost share
- 3Metrica e-commerce tracking
- 4Dynamic cart retargeting
Creative
Ads from this project
Products
Ad
€1 290 €1 490
“Oslo” 3-seater sofa
woodline.store
€540
“Bergen” armchair
woodline.store
€690 €790
“Loft” oak table
woodline.store
We can finally see which products make money and which only spend it. Advertising became a tool, not a cost line.
Free audit
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- Ad account and analytics audit
- Lead and cost forecast per channel
- A 90-day media plan