Case "Setting up web-analytics and advertising for the manufacturer of dust collector for nail-masters' health protection 4BLANC"

Client is a manufacturer and seller of innovative dust collectors for manicure and pedicure designed to protect nail technicians. The company offers 2 product models, as well as various components for them. The company has representative offices in various regions of Russia and the CIS countries and delivers goods to customers in Europe and the United States.

At the start of the cooperation, the company's product was new and unfamiliar to the audience. Sales were mainly made by Russian customers, therefore advertising was necessary to not only increase sales, but also to increase brand awareness and loyalty among customers. It was also essential to test new markets for potential sales.

WORK START:
February 3, 2021

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Человек, который практикует или как минимум интересуется духовными практиками, разными видами медитаций, йогой.

Необходимо настроить аналитику на сайте фестиваля и рекламу в кратчайшие сроки за неделю для достижения поставленных целей.

Attracting new customers.

Increasing the number of purchases from the site.

Evaluating the efficiency of advertising campaigns.

Understanding the behavior of visitors on the site.

The new markets test.

Increasing brand awareness.

A structure for tracking events and conversions was created to track analytics on the website. We decided to implement it using Google Tag Manager. This could be done quickly and without involving developers. We chose GA4, Yandex Metrics, Amplitude as tools for traffic sources analytics.

We added GTM code to the website, and configured the tracking to collect key performance indicators such as site traffic, traffic sources, page views, conversions. For the main conversions on our site, we implemented the following actions:

• sending feedback forms,
• clicking on a phone number,
• successful order.

In 2023, due to changes in Google Analytics data migrating to GA4 was made.

Google, Yandex, Facebook, and Instagram were chosen as target advertising platforms.

Russia was selected as the primary target area. Additionally, Belarus and Kazakhstan were added as additional target areas during the implementation process.

Due to the formed demand on search, analyzed with the help of Yandex Wordstat and Google Keyword Planner, we decided to start advertising by setting up search campaigns. To do this, we collected and sorted keywords by following directions:

• Nail dust collector for manicure
  
• Nail dust collector for pedicure
  
• Brand Requests
  
  

To retain and return potential customers the remarketing and retargeting campaigns were set with site visitors audiences for each location separately, advanced remarketing with unique offers for Russia.

For Facebook and Instagram ads optimization for conversions as a campaign type was chosen. We decided to set campaigns targeted to an audience with specific interests and without an audience, for a wide range of users using static banners and videos. To return customers who have previously visited the site we added a remarketing campaign.

In order to promote the image of the brand and increase its visibility, we set up remarketing on VKontakte, and promote posts from that social network.

At the stage of setting up advertising campaigns on search, we decided to divide the campaigns targeting Russia into two campaigns with two regions: the south and the rest.

Due to the different climate in these regions customers have different needs for a pedicure so we can more effectively allocate the budget.

For each advertising campaign, monitoring of performance indicators, sorting of search terms, changing of bids was conducted in search campaigns in Google Ads and Yandex Direct every week for the first month, then monthly. Campaigns showed better results working on manual bid strategies.

Retargeting and remarketing campaigns were set up to return customers who already visited the website.

Also we made tested campaigns in the Yandex advertising network for people interested in the products of cosmetic brands for beauty salons, to expand the reach of campaigns targeted Russia.

The analysis of the users behavior who visited the site from advertising was evaluated using the Yandex Webvisor tool. Based on the results of this analysis, two new online chats were added to the website: one for day-time work and the other during night-time. This led to an increase in the number of requests from the website.

During the campaign implementation, shopping ads were added to Google to visually present products to customers during their searches, as well as video advertising for remarketing with reviews and promotional videos to retain customers.

Facebook and Instagram campaigns were created with conversion optimization on the website with a similar audience (look-a-like) to those who already interacted with the Facebook and Instagram pages.

Due to the positive results in the selected regions from the initial advertising campaign, it was decided to launch campaigns targeting Russian-speaking audiences of developed countries in Europe and the United States through Google ads. Afterwards, the site was adapted for the English-speaking audiences in these countries, and advertising was also launched for them.

To increase sales, we added promoted posts on VKontakte with useful information and tips for beauty professionals in order to encourage them to subscribe to our newsletter. Based on the collected subscriber database, as discounts and promotions became available, the corresponding mailing lists were created.

The results of the advertising campaigns are shown in the attached screenshots.

All campaigns in Google ads have a good for this segment click-through rate (CTR) and a conversion rate (CR) of 0,4-5%.

Thanks to remarketing on the site, 28 targeted actions were performed among those who returned to the site. Conversion rate (CR) for this campaign is 0,15-1,2%. Moreover, such advertising is quite cheap – 13-26 RUB per click compared with campaigns on search.

Although advertising campaigns on Yandex Direct generated less traffic than other platforms, they were still effective. The click-through rate (CTR) for these campaigns was from 20 to 50%, and the conversion rate (CR) was 2 to 14%.

Instagram, and Facebook worked as the best promotion channels. Users who visited the site through ads made the most conversions on the site, at an average price of 405.06 RUB. The number of visits to posts on these social networks also significantly increased.

Based on the results of our work with the client, we configured Analytics for two sites: one for customers from Russia and the CIS countries, and the other for customers from Europe and the US. We collected and analyzed customer data to create customized search campaigns, as well as media and video campaigns on Google Ads and Yandex Direct, Facebook and Instagram campaigns with optimization on conversions on the website.

The most cost-effective channel according to the number of leads and their cost was Facebook, Instagram.

Thanks to the various types of ads, we were able to create a strong brand identity, increase customer loyalty, boost sales of products, enter new markets and establish a foothold there.