Russian jewellery store — Yandex Direct generating 4.5 M ₽ revenue
Paid clicks
Purchases from paid
Paid revenue
Average order value
Task
A Russian online jewellery store: rings, earrings, bracelets, pendants in gold and silver. Paid was running but shallow — ads led to generic catalogue pages, seasonality ignored.
Brief: rebuild Yandex Direct around niche specifics — high AOV, long decision cycle, sharp seasonality.
What I did
Seasonal campaign structure. Russian jewellery demand peaks at March 8, New Year, Feb 14, graduations. I built dedicated campaigns per peak with relevant ad copy.
High-AOV remarketing. At a 54,000-₽ AOV the buyer compares for weeks. I retargeted viewers of specific items with the exact products they viewed, up to 30 days.
Price-tier split. Separate campaigns for budget (silver, gold-plated) and premium (gold, diamonds) — each with its own bidding strategy and product feed.
E-commerce-driven optimisation. Yandex Metrica e-commerce reports drove daily decisions: I killed loss-making query/ad pairs and reallocated to winners.
Result
Over 3 months:
- Paid clicks: 62,477
- Purchases from paid: 84
- Unique buyers: 55
- Paid revenue: 4,575,367 ₽
- AOV: 54,468 ₽
Paid drove more than a third of all store sales. March 8 campaigns produced the strongest spike.
Want the same result?
I'll review your project for free and show growth points
All information about the private SEO specialist's services on this site is for informational purposes only and is not a public offer.
