Yandex Advertising Network, which is affiliated with Yandex, a global IT company, offers a set of tools for effective marketing, product promotion and performance analysis. Its expertise in artificial intelligence-supported targeting played a critical role in DeFacto’s advertising success.
DeFacto, which stands out among Turkey’s clothing and accessory brands, expanded its cooperation with Yandex Advertising Network in 2023 to include Ecomm+ campaigns in Turkey and Egypt, and made a big leap last year with its flexible e-commerce growth strategy.
Founded in Istanbul in 2005, DeFacto has become one of the largest fashion companies in Turkey, with more than 500 stores and an online presence in more than 100 countries, including Germany, Serbia, Morocco, Egypt and Georgia.
Offering collection options such as DeFacto BABY, DeFacto FIT, DeFacto MODEST, DeFacto PLUS, DeFacto started working with Yandex Advertising Network in 2021 as part of its international e-commerce strategy. This collaboration initially focused on Brand Search campaigns in key markets such as Turkey, Russia, Belarus, Kazakhstan and Egypt.
The aim was to increase sales by expanding the target audience with targeted marketing strategies. In 2023, DeFacto’s cooperation with Yandex Advertising Network expanded to include Ecomm+ campaigns in Turkey and Egypt, and remarkably productive results were achieved.
Made a difference with Machine Learning
Yandex Advertising Network’s powerful Ecomm+ dynamic banner advertising solution uses machine learning to reach potential customers. This targets both those who are interested in the product but have not yet made a purchase, as well as those who might be interested based on their past online activity.
With its advantages such as impressive audience space in target countries, special traffic sources, machine learning algorithms based on e-commerce data, transparent results and pay per result, Yandex Advertising Network is one of the rare solutions that guarantees rising growth in the industry.
Increase in campaign revenues
DeFacto delivered an average return on ad spend (ROAS) of 13.92 in 2023, covering both Yandex Advertising Network’s Search Brand and Ecomm+ campaigns. In the last 3 months of the year, when Black Friday and winter holiday sales came to the fore, Defacto achieved remarkable results, especially with Yandex Advertising Network Ecomm+ campaigns; It delivered a 116 percent increase in revenue, a 49 percent decrease in cost per action, and a 626 percent increase in periodic ROAS.
Innovative ad format application
Yandex Advertising Network, which is affiliated with Yandex, a global IT company, has special solutions for many different areas such as games and real estate. Yandex Advertising Network offers a set of tools for effective marketing, product promotion and performance analysis. Its expertise in artificial intelligence-supported targeting played a critical role in DeFacto’s advertising success.
Drawing attention to the importance of new technologies in e-commerce advertising, Elvira Bagautdinova, Yandex Ads Account Manager responsible for DeFacto, said, “Our team set ambitious goals together with Defacto, and I am proud to say that we achieved them. We achieved success thanks to the implementation of innovative advertising formats. These increased the interest of the target audience and the impact of our campaign. “We are not limited to standard solutions, we always step forward based on the latest technologies offered by Yandex,” he said.
Expressing that their partnership with DeFacto goes beyond any collaboration, Bagautdinova continued: “The open, productive and pleasant communication between us and our customers enabled us to understand their needs and react quickly to market changes. “Last year was a year full of challenges and successes, and I believe that our successful collaboration with DeFacto sets a shining example of how impressive results can be achieved with well-defined goals, innovative solutions and strong teamwork.”
About Yandex
Yandex is a technology company that develops intelligent products and services powered by machine learning. The company aims to help consumers and businesses better navigate the online and offline world.
Since 1997, in addition to providing world-class locally relevant searches and navigation products, it has also expanded into mobility, e-commerce, online entertainment, cloud computing and other markets, serving millions of consumers around the world.
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