online promotion
Attracting BiExpo Exhibitors & Visitors in 30 Days
Market:
Kyrgyzstan, CIS
30 Days
Period:
Beauty & Health Industry
Event Focus:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
BiExpo, a major organizer of international beauty and health expos, needed to promote an upcoming event with only 30 days left before opening — instead of the standard 60+ days typically required for proper ad testing and optimization.
Key Constraints:
Key Constraints:
- Extremely tight timeline
- Dual targeting goal:
- Exhibitors (manufacturers, distributors, B2B)
- Visitors (retail buyers, salon owners, health professionals)
- Limited budget requiring high efficiency and smart allocation
- Instead of a long testing phase, we launched an aggressively optimized campaign from day one — with immediate focus on conversions over volume.
- Core Components:
- Yandex Display Network (RSYA): high reach via relevant forums, professional websites, and media platforms
- Laser-focused keyword targeting — included only event-specific searches, while actively excluding irrelevant queries
- Rapid performance analysis and adjustments every 24–48 hours to lock in effective ad creatives and placements
Top-performing keywords:
Negative keywords:
Segmentation by audience type:
Creatives That Convert
We developed attention-grabbing banners and headlines, focused on:
Visuals were tailored for B2B and B2C segments separately — increasing relevance and CTR.
- “Beauty expo 2019,”
- “Health industry exhibition,”
- “International beauty fair”
Negative keywords:
- “Exhibition photos,”
- “2018 events” — helped eliminate outdated and non-converting traffic
Segmentation by audience type:
- Exhibitors: medical equipment manufacturers, cosmetics producers, wellness brands
- Visitors: salon owners, pharmacists, product buyers
- International partners: companies exploring CIS markets
Creatives That Convert
We developed attention-grabbing banners and headlines, focused on:
- Business growth messaging: “Find new partners,” “Expand international sales,” “Showcase exclusive products”
- Urgency triggers: “Limited spots left! Book now.”
Visuals were tailored for B2B and B2C segments separately — increasing relevance and CTR.
Reach & Engagement:
Cost Efficiency:
Business Outcome:
Key Takeaway
Even with tight deadlines and limited resources, great results are possible — when you combine creativity with fast, analytical execution.
- 102,000+ ad impressions
- 4,500+ visits to the exhibition landing page
Cost Efficiency:
- CPC: just ₽0.67 (vs. industry average of ₽3–₽5)
- Total click budget: under ₽3,000
- Strong conversion rate into sign-ups and booth bookings
Business Outcome:
- BiExpo received a steady flow of qualified applications from both exhibitors and visitors
- The expo was a success
- BiExpo became a long-term client for future campaigns
Key Takeaway
Even with tight deadlines and limited resources, great results are possible — when you combine creativity with fast, analytical execution.
The Challenge
The Strategy – Non-Standard Use of Yandex Direct
Search Query & Audience Analysis
Results – High Impact with a Lean Budget
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