Case "Setting up analytics and launching advertising for the website selling car parts DriveHouse.by"

The online auto parts store is one of the leading stores in Grodno. One of its main advantages is the ability to search for spare parts using the article number or VIN code, which makes it quick and convenient for visitors to find the necessary goods.

WORK START:
August 7, 2019

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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.

Аttracting new customers.

Increasing the number of applications and phone calls on the website.

Evaluating the effectiveness of advertising campaigns.
Understanding the behavior of visitors on the site.
Increase brand awareness.

It was decided to use Google Tag Manager for website analytics, as this can be done in the shortest possible time and without involving third-party experts (developers). Google Analytics 4 (GA4) and Yandex Metrics were selected as tools for analytics.

The sites were set up with GTM (Google Tag Manager), Google Analytics 4 and Yandex Metrics. Tracking was set up for key performance indicators such as attendance, traffic sources and users behavior on the pages that lead to conversions. The following actions have been taken as the main conversions on the website:

- sending feedback forms
- purchase through the website.

In 2023, we made the transition to the new Google Analytics 4 (GA4) analytics platform.

Google and Yandex were chosen as target advertising platforms.

We identified a list of product categories which requires advertising.

To set up search campaigns, we collected keywords using Yandex Wordstat and Google Keyword Planner in the main directions according to Grodno region:

1. General keywords about the auto parts online store
   
2. Product categories keywords
   
3. Сompetitors keywords
   
   

Due to the large number of competitors who advertised on the top general keywords, it was decided to work through the maximum possible keywords of the products in conjunction with the brand and model of the car. Also we decided to collect a large amount of traffic and visitors to the site through a large number of medium and low-frequency keywords.

It was a long and labor-intensive process, as the number of car brands, models and their possible spellings and combinations is very large. However, most car owners search for auto parts this way, for a particular model of car.

In order to expand the audience in Yandex Direct we launched campaigns in the advertising network using keywords that had previously been collected.

To retain and attract customers, website visitors we set up campaigns:

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

Firstly, we set up and launched Google Ads and Yandex Direct search campaigns.

Remarketing and retargeting campaigns were launched as audiences became ready.

We monitored performance metrics for each advertising campaign and sorted the search terms for the search campaigns on Google Ads and Yandex Direct.

We studied behavior of users who go to the site from advertising campaigns using the Yandex webvisor tool.

At the end of the test period, competitors keywords in Yandex direct and Google ads were disabled because of the high percentage of failure.

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

All companies in Google Ads and Yandex Direct had good click-through rates (CTRs) of 17-26%, and a low cost per click from 0,15 BYN (0,05$) to 0,13$.

Remarketing and retargeting on the website resulted in 9 026 returned visitors.

The search campaign on Google Ads received more reach than the one on Yandex Direct.

By the end of the project, we completely reconfigured the search advertising campaigns on Google Ads, Yandex Direct, configured remarketing and retargeting, and set up analytics to the website.

The total number of conversions is 583, the cost per conversion is 7,4 BYN (2,3$).

Based on the results of the advertising - the cheapest way to attract traffic is through using Yandex Direct. Advertising campaigns on the Yandex platform proved to be more effective in terms of the amount and price of traffic compared to Google Ads.

Due to the work of advertising on various platforms and systems (remarketing, retargeting, search campaigns), it was possible to attract new customers and establish online auto parts store in high positions in advertising rendition compared to the competitors.