YAKA
Fashion brand · Yandex.Direct · 5 months
YAKA (ООО «ЙАКА») is a Russian contemporary clothing brand with a physical showroom and an online store at yaka.com.ru. The product line is positioned around embroidered, artisanal, and ethnic-inspired pieces — a niche with identifiable high-intent search behavior. Campaign ran January–June 2025.
Goals: grow online sales, scale brand reach to major Russian cities, test audience and creative formats across Yandex.Direct. Starting point: Yandex driving 18% of all site traffic, 3 sales/month, cost per sale ₽6,600.
Each campaign type serves a distinct audience and funnel stage. Cold, warm, and brand traffic separated into independent optimization units.
Brand + product queries, highest intent
Responsive banners for cold reach
Site visitors and cart abandoners
YAKA brand name protection
Fashion, premium style, ethnic aesthetic segments
Yandex algorithm-selected audiences
Product feed campaigns
| Metric | January (start) | June (end) |
|---|---|---|
| Monthly spend | ₽20,000 | ₽50,000 |
| Impressions / month | 272,047 | 810,000 |
| Clicks / month | 5,773 | 26,635 |
| CTR | 2.12% | 3.29% |
| Engaged visitors | 4,000 | 7,000 |
| Yandex.Maps transitions | 17 | 393 |
| Route-to-showroom builds | 0 | 35 |
| Instagram transitions | 40 | 150 |
| Add to cart | 49 | 197 |
| Sales | 3 | 16 |
| Cost per sale | ₽6,600 | ₽3,100 |
Most fashion advertisers on Yandex.Direct ignore Maps entirely. YAKA had a showroom. Connecting the Yandex Business card to the campaign and fully populating it — photos, hours, category, verified badge — drove maps transitions from 17 to 393/month and route builds from 0 to 35. These are users physically navigating to the showroom. The setup cost: one session. The result: a fully-tracked offline intent signal.
Before fraud protection, the campaign was paying for clicks from automated systems and click farms that never converted. Installing Killbot (a third-party bot detection service) made this traffic visible: a measurable percentage of 'clicks' were non-human. Switching to Yandex's native anti-bot detection in late March eliminated the same traffic at the platform level. The budget saved on bot traffic went directly into real-user reach.
The highest CTR queries were not generic fashion terms. They were 'embroidered vest price', 'exclusive handmade clothing buy', 'ethnic chic t-shirts', 'original embroidered clothing'. This tells you the audience is looking for something specific — artisanal, ethnic-inspired, distinctive. Generic fashion copy underperforms against this audience. Ad copy that speaks to craft, uniqueness, and aesthetic identity outperforms 'buy now' headlines.
A 2.5× budget increase produced a 5.3× sales increase and a 53% reduction in cost per sale. This is only possible when the campaign structure supports budget scaling: separate campaign types, validated audiences, continuous creative testing, and fraud protection. Adding budget to an unstructured account produces proportional spend, not proportional return. Structure first, scale second.
Over 5 months, Yandex.Direct grew from 18% to 74% of all site traffic. Monthly sales grew from 3 to 16 units. Cost per sale dropped from ₽6,600 to ₽3,100. Showroom transitions via Yandex.Maps grew from 17 to 393/month. Budget scaled 2.5× while cost per conversion fell — possible only with correct structural foundation.
Operations: fraud protection · Maps integration · biweekly creative A/B rotation
Result: traffic 18%→74% · sales ×5.3 · cost per sale ₽6,600→₽3,100
Client name is real. Report ID is internal. All figures are actual Yandex.Direct and Metrica account data for the January–June 2025 period.