Case "Setting up web-analytics and advertising for the company for the buyout and delivery of cars from the USA CarBar.by"

The client is a company that has been organizing the purchase and delivery of cars from the USA to Belarus for over 6 years. The company also helps with the purchase of spare parts and repair services. During this time, they have acquired hundreds of satisfied customers. Managers conduct the selection and purchasing of cars at auctions in the US market, taking into consideration your preferences and budget.

WORK START:
May 17, 2023

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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 calls and applications from the site.

Evaluating the efficiency of advertising campaigns.

Understanding the behavior of visitors on the site.

Increasing brand awareness.

We decided to set up analytics using Google Tag Manager. This could be done quickly and without involving developers. We chose GA4 and Yandex Metrics 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.
  
  

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

As main locations for displaying ads Minsk and Grodno were selected. To configure search campaigns keywords were collected using Yandex Wordstat and Google Keyword Planner. The campaign structure was following:

1. General keywords (to buy a car from the United States).
   
2. Keywords with car brands (to buy Audi in the United States).
   
3. Brand keywords.
   
   

To expand the audience, we launched a campaign wizard specifically for two priority regions in Yandex Direct.

80% of the budget for contextual advertising in the first week of launch was allocated to search campaigns.

To retain and return potential customers from Minsk and Grodno, remarketing campaigns were set with site visitors audience:

1. General remarketing in Google Ads
   
2. Brand remarketing in Google Ads with articles from local media
   
3. General retargeting in Yandex.Direct.
   
   

On Instagram, we decided to focus on campaigns with lead generation through the website and messaging conversations from Instagram users in Minsk and Grodno. Facebook and Instagram remarketing campaigns were set up to return customers with target location Belarus.

Our first step was to run a search campaign on Google Ads and Yandex direct. Remarketing and retargeting campaigns were launched once audiences got the necessary amount of users.

For each advertising campaign, monitoring of performance indicators was conducted, as well as sorting of search terms in search campaigns in Google Ads and Yandex Direct.

Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed. It was discovered that users who came from search campaigns with the search term of car brand spent little time on the site and their actions were inefficient. For this reason, a catalog with popular cars was added to the website. This measure helped to reduce the bounce rate of advertising campaigns by 54% and increase the average session duration from 17 seconds to 1.44 minutes. Additionally, the number of conversions began to increase.

After collecting enough statistics and sufficient number of conversions, we changed our Google ads search campaign from a manual bidding strategy to a maximum conversion strategy. This resulted in an increase in conversions, a decrease in costs, and more efficient use of our daily ad budget.

In order to enhance brand awareness and increase loyalty, we launched YouTube campaigns with an audience of site visitors and in-market segment audience.

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) of 25-54% and a conversion rate (CR) of 1.67-5.98%.

Remarketing helped to return 9 target customers. Moreover, such advertising is quite cheap – $0.10 per click compared with campaigns on search.

The performance of Minsk and Grodno regions in Yandex Direct was different. At the initial stage of the campaign, they performed equally, but then, the conversion rate for the Minsk campaign significantly increased by 3.5 times compared to Grodno. Therefore, funds were directed to a more important area.

After Instagram and Facebook campaigns with various types of optimization and target audiences were tested, It was determined that the most effective campaigns were those with optimization of messaging conversations in the Grodno region, with an audience interested in car brands.

As a result of working with client, we fully customized the analytics on the website, collected relevant keywords and configured search and display advertising campaigns in Google Ads, Yandex Direct. Set up efficient lead generation campaigns in Facebook and Instagram.

The most cost-effective channel according to the cost of lead was Instagram. Campaign wizard in Yandex direct and search campaign with general keywords on the region of Grodno in Google ads were also efficient

Thanks to advertising campaigns on various platforms, we were able to create brand awareness for the client in Grodno. This helped to increase customer loyalty and establish in the top positions of advertising results.

Setting up and optimizing ads led to an increase in applications from the site, which now range from 5 to 6 per week. Additionally, we see an increase in calls and messages from potential customers.

Promoting a US auto import website using contextual advertising can be an effective way to attract customers. Here are a few specifics to consider:

Target audience:
Identify your target audience. Who exactly is interested in bringing cars from the USA? Possible customers can be car enthusiasts, dealers, entrepreneurs, etc. Target your advertising to their needs and interests.

Keywords:
Use all keywords related to bringing cars from USA. These can be phrases related to buying services, customs procedures, car brands, etc. Make a list of keywords that potential customers can use.

Localization:
Advertise your services keeping in mind the laws and requirements in different regions.

Unique Proposition:
Highlight your UTP. What makes your service different from the competition? It can be a fast process, low prices, quality guarantees, etc. Promote this in contextual ads.

Landing pages:
Create effective landing pages that clearly reflect services, prices, benefits and contact information. Such a page should definitely have forms for submitting an application or feedback.

Retargeting:
Use retargeting for those who have visited your site. Show them ads on other resources, reminding them of your services.

Mobile optimization:
Since many users often view ads on mobile devices, pay attention to mobile optimization of content and landing pages. They should be as user-friendly as possible.

Analytics:
Use analytics tools to track the effectiveness of your ad campaign. Analyze data to determine which keywords and ads are bringing the best results.

Social Media:
Promote your services on social media to attract additional traffic and reinforce branding.

Feedback and testimonials:
Use positive customer feedback and testimonials in your ads. This will help build trust in your company.

Monitor and adapt your advertising campaigns regularly to maximize their effectiveness.