How to get applications for apartment renovation from Yandex.Zen using a quiz

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The Re-Stroy company has been operating in the apartment renovation market for 14 years and actively uses various advertising channels to attract customers: contextual advertising, Instagram advertising, various aggregators, SEO, etc. But competition has grown very much over the years, so each application is becoming more and more expensive. Only in Yandex.Direct, a click on the query "apartment renovation" in Moscow reaches 500 rubles. Our task was to test a new channel for the client to attract applications - content marketing in Yandex.Zen. And ideally, to get a cost per application lower or comparable to current advertising channels.


Why Yandex.Zen?
Yandex.Zen is a platform where users are shown content argentina phone number list from media and bloggers according to their interests. Zen's audience as of November 2019 was 60 million people per month (according to Yandex.Radar ). Advertising in Yandex.Zen is shown to users who may be interested in such publications. And the more readings (reading a publication from beginning to end) we receive, the more data the algorithm has for selecting an audience. This allows us to show advertising at the stage of demand that has not yet been expressed, which saves us from competition.


There are 2 types of publications in Zen - an article and a narrative. A narrative is a kind of analogue of stories on Instagram, but it does not disappear after 24 hours, and you need to scroll through it yourself.


An article and narrative allow you to convey all the advantages of a company or product through a publication, guide the user through all stages of the funnel and smoothly transfer to the site to form an application. In our case, this will be a Quiz.