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Svyaznoy Travel

CPO optimization by 67%

Business Objectives

  • The increase in the number of paid trips in the off-season (October — February)

Implementation Strategy

  • Monthly analysis of resort destinations relative to demand

  • Using unique predictive analytics service sociaro.ai to optimize UAC campaigns

  • The use of custom conversions sociaro.ai on the basis of raw data allowed us to identify that the Search channel brings registrations at the lowest CPR. It was decided to create a custom (synthetic) conversion that cut off GDN and YT traffic, due to which we were able to redeem all search traffic

  • Optimization of creatives based on statistics

  • Optimization of creatives, focusing on specific areas in specific months

  • Optimization of UAC campaigns due to a built-in internal algorithm for optimizing and changing strategies within an advertising campaign

  • Ad Group segmented study of tourist destinations


  • Period

    September'19 - February'20
  • Platform

    Android
  • Channel

    Google UAC
  • Geo

    Russia
  • 0%
    CPO optimization by

Due to the detailed analysis, the right strategy and, of course, the use of internal development for predictive analytics sociaro.AI increase the number of purchases in the application by 3 times