In this case, we would like to talk about our approach in a small project for on location real life quest games for children.

What is unusual here?
  • Little demand, it has to be chiseled out bit by bit.
  • A new product and market, there is no established demand, so we need to test hypotheses.
  • Beautiful reporting in Power BI

Media plan

On-location real life quest games are a new and growing offering, there is very little inherent demand.

Demand for outdoor quests

Therefore, you need to test adjacent demand segments, for example, on-location games may be of interest to audiences who are looking for animators for their child's birthday or regular escape rooms.

To search and evaluate these audiences, we first collected common keywords and agreed them with the customer.


Then we broke down these keywords into demand segments, evaluated their volume, cost of testing, competition and relevance.


During the development of an advertising campaign, we take each keyword and study it for incoming searches and competitors in contextual advertising to understand how relevant it is to our offering.

Depending on relevance, we mark it with color and agree it with the client.

After all these steps, we group the keywords, aggregate the segments and once again agree the final hypotheses to be launched with the client. Part of the hypotheses are put aside right away for the next iteration.


Advertising campaigns are agreed in the form of a summary table.

Summary table


Since we have many demand segments and we know beforehand that they will perform unequally, we need analytics from spending on contextual advertising to revenue by segment.

We used ROIStat to integrate all systems.

Data collection in BigQuery

For reporting, we use Power BI. For example, on the chart we can see the costs, revenues, revenues on open transactions and even the approximate percentage of demand coverage in the column «Search impressions share.»

Analytics by segment

You can select each segment and see its performance over time against the overall level. That is, dark green are leads from the selected service, and light green is the total number of leads from all segments.

Number and cost of Leads by week

Similarly, the figures for revenue.

Revenue in the dynamics

Similar metrics for YAN sites.

Data on YAN sites


When testing hypotheses, we look for those that show a positive trend and move them to the pool of permanent setups, upon which we proceed to improve ads, the landing page and other less significant parameters.

For obvious reasons, we cannot disclose all the data, but we will give the funnel figures for an undisclosed period.

$ 1840






$ 22,6

Cost per Lead



Customer opinion

Dmitry's review
Dmitry Kusov

«Hello everyone! I wanted to thank the team. These are the guys who set up advertising for us without any unnecessary questions from the professional point of view! I spent a lot of time choosing a marketing consultant, conducted a survey of 20 companies and chose 1jam, and this has been the best decision as of late! The guys did a quality job setting up context advertising, increased our quest game visits by about 30%. Advertising pays off, profit grows, analytics is set up, reports are on time, feedback is continuous. I highly recommend them to everyone!»

Dmitry Kusov, Director of
The project was made by
Nikolay Rogozin
Nikolay Rogozin
Middle PPC
Kirill Kommisarov
Stepan Mishin
Web Analyst
Get touch!

Write to us about your project, we will contact you within a couple of hours.

Our work
Stretch ceilings in Moscow and the region
2018 год

Stretch ceilings in Moscow and the regionHighly competitive market

In Moscow, there are 1000 companies competing in stretch ceilings: from independent contractors to federal-level companies. However, there are only 10 spots in contextual advertising, and they buy 80% of all traffic. The rest collect crumbs. What distinguishes successful companies? There is no accident or "a secret of the young business." We will share our vision on the example of a real case.

Before and after cooperation

Lead cost
Lead Conversion

Online auto parts store
2018 year

Online auto parts store

What was interesting about the project:

  • Made a matrix of covering categories of goods and brands of car manufacturers.
  • We picked up the correct attribution model.


$ 2300

Advertising budget for a month





Customer opinion


«I came to agency with the problem of high cost per lead and incorrect analytics, which we could not use to compare effectiveness of advertising channels with their expenses. The agency's experts developed a custom model to match conversion to channels, implemented electronic commerce, found problems in Google Analytics measurements and fixed them. What was exciting is that we got a matrix of our current and potential market reach with breakdown by car brand and spare part category, from which we drew a conclusion that we need to expand. Now we are systematically expanding the market reach and reducing the cost per lead. Contextual advertising brings a revenue of 400-600 thousand rubles per month»

Sergey Shumaev, Director,
Confirmation document

Online-shop of garden equipment
2018 year

Online-shop of garden equipment

What was interesting about the project

  • Investigated the seasonality of each category of goods and launched them sequentially.
  • Developed a KPI project taking into account the outflow of customers to offline stores.



Advertising budget for a month




Leads online


Offline revenue growth

Client's opinion


«We started working with the agency in April 2018, the project team suggested we launch the categories of goods in sequence over the season in step with demand growth during the summer. One of our problems is that we have several offline stores for which we could not measure return on advertising investments. To solve this problem, we implemented call tracking, set up goals on the site and manually tracked the revenue trends by categories to collect the overall data and calculate the acceptable cost per lead by category. In general, I consider the task accomplished, we continue to work, I can recommend the team.»

Vladimir Frolov, Head of Marketing,
Confirmation document
Apple Parts Store Online
2015 year

Apple Parts Store Online

Given: online shop of spare parts for iPhones and Macbooks, in which 1500 pages.
$ 4300

Advertising budget for X period of X campaigns



25 935

Clicks from the search





$ 9815


Customer opinion

Директор компании

«We have been working with Jam for a year now, particularly with Pavel, and I can recommend this specialist, who has a really high level of expertise. Pavel helps not only with setting up contextual advertising, but also with all the processes that affect it, together, we have implemented non-standard solutions with a directory, YML and retargeting. I would also like to note that we are constantly improving our advertising campaign and rely on real figures, such as ROI and LTV, and now we are expanding to the entire Russian market. The results are positive, thank you!»

Igor Motorin, director of company,
Confirmation document

Online tool shop «Wiha»
2015 year

Online tool shop «Wiha»

Learn more about the possibilities of generating advertising campaigns from XML

Advertising budget






Transaction conversion



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Get a proposal

After you leave a request: interview ~15 minutes → guest audit access ~15 minutes → audit within 2 days → proposal approval → first iteration start. In our experience, it is real to start doing something in 2-3 days.

Менеджер проектов Александр

Project manager

Write to — , skype — , or call — +1 (332) 208-14-02