B25.08
Premium minimalist fashion · Yandex.Direct · 3 years
B25.08 (ООО «В2508») is a Russian premium minimalist fashion brand. Target audience: men and women 25–44 interested in premium, minimal-aesthetic clothing. Physical showroom in Yekaterinburg. Online store at b2508.ru. Campaign: March 2022 — May 2025.
Goals: build cold-audience brand awareness, drive showroom traffic in Yekaterinburg, increase online sales, reduce non-target traffic spend. Starting point: 23 sales/month, undifferentiated campaign structure.
36 campaigns split across 5 placement types with explicit budget allocation by audience stage. Cold, warm, and behavioral segments run independently — no shared optimization signals.
Users in the premium fashion market but unfamiliar with B25.08. Targeted by narrow product queries and interest signals: fashion, style, premium brands.
Site visitors with strong engagement signals: 2+ minutes on site, 2+ pages visited, added to cart without checkout, opened contact/callback form, visited showroom page.
Repeat visitors (2+ sessions in 30 days), product card browsers, banner clickers, CRM lookalike. Excluded: under 24 and over 55.
High-intent brand and product queries in Yandex.Poisk. Narrow keywords, tight match types.
Showroom-drive campaigns in Yandex Business and Maps. Targeted by geography around Yekaterinburg showroom location.
Anti-bot protection — eliminated fake traffic from all campaign budgets
Behavioral signal improvement: product card views, contact page, showroom navigation
Showroom-drive banners reinforced with Maps placement targeting
Keyword audit: removed broad/ambiguous queries that diluted quality score
Deep creative analysis: kept only highest-performing headline-visual combinations
Cold audience scale via lookalike from CRM client base
A premium minimalist fashion brand at B25.08's price point rarely converts on first contact. The user needs to see the product multiple times, consider it, return to the site, and eventually decide. Allocating 37% of budget to retargeting is acknowledging this reality — not wasting money on those who won't buy, but investing in the path that actually leads to purchase for this audience type.
75 retargeted users in April added to cart after a previous showroom visit — but without tracking the connection between the showroom visit and the online session, this signal is invisible. Maps campaigns driving showroom visits, combined with post-visit retargeting on site, create a measurable offline → online conversion path. The showroom is not an alternative to online; it's a step in the funnel.
When Yandex.Direct is driving 60% of all site traffic, the platform's algorithm has received enough behavioral data from conversions, time on site, and engagement signals to accurately model who the best prospective buyer is. At 18% share, the algorithm has limited signal — it's guessing. At 60%, it has a rich behavioral fingerprint of buyers. This is why scaling in a structured account produces disproportionate results.
A search campaign with 3,476 keywords spread across 3 campaigns has an average of ~1,159 keywords per campaign — which sounds dense. But these campaigns are segmented by intent, not lumped together. The result: each ad group contains queries similar enough to each other that one headline can address them all accurately. This is why CTR stays high and quality score remains strong despite the volume.
Sales grew from 23 to 68/month in the peak month (April). Yandex drives 60% of all site traffic — 33,025 visitors in a single month. 163 add-to-carts, with 75 recovered by retargeting. 2,651 returning visitors in April. Cost per sale at ₽3,670 against ₽250,000 monthly spend. Showroom traffic tracked and connected to campaign as an offline conversion step.
Audiences: cold (new-to-market) · warm (behavioral) · CRM lookalike · showroom visitors
Result: 23→68 sales/month · 60% Yandex traffic share · 33,025 visitors peak
Client name is a pseudonym. Report ID is internal. All figures are actual Yandex.Direct and Metrica account data. Results reflect peak performance month; averages differ.