RK delivery of goods from IKEA (Google Advertising and Yande)

The goal is to increase the number of target traffic, increase conversions, reduce the price of conversions, receive shows in the first place in the issue more than the direct competitor.

Work in Google Advertising:
The objectives in analytics (conversion actions of users on the site) and the transfer of them to the advertising cabinet to evaluate the effectiveness of advertising campaigns.
Nстроены: search RK; smart CMS, as well as interests, in Gmail, remarketing
There was more traffic from the first place than the competitor.

Working at Yandex Direct:
The objectives in the metrics (conversion actions of users on the site) and the transfer of them to the advertising cabinet to evaluate the effectiveness of the advertising campaigns.
Nстроены: search RK; search RK with conversion keys and adjustments of bets on increasing call-to-conversion, 3 type of RSY (2 - brand + 1 general), retargeting