Case "Emergency setup of web analytics and advertising for the website of yoga festival in Baku"

Baku, Azerbaijan hosted an international festival of spiritual and body practices. The festival offers visitors the opportunity to get acquainted with various spiritual directions, as well as practitioners and specialists who specialize in improving the physical body. Scientific and educational lectures on mental health are also available. The festival takes place at four venues: the Nine Senses Art Center, Sea Breeze Resort, and Sea Breeze Event Hall, which is a unique resort complex located on the picturesque Caspian Sea coast. The event is also held at The Club Port Baku, an elite sports complex.

The best specialists, leaders in their fields, heads of theological institutions and movements from various countries around the world, were invited.

A festival attendee is someone who practices or at least has an interest in spiritual practices, various types of meditation and yoga.

It was essential to set up analytical data on the festival website and advertising within a week in order to achieve the set goals.

WORK START:
October 10, 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 and engaging festival participants.

Attracting new website visitors.

Increasing the conversion rate for registrations or ticket sales.

Understanding visitor behavior on your website.

Evaluating the effectiveness of your advertising campaigns quickly.

The most widely used search engine in Azerbaijan: Google, and Yandex were chosen as the main advertising platforms for the festival.

We also carried out the analysis of the festival's target audience and the headline performers.

Based on the results analysis of social networks and search terms in Google Keyword Planner and Yandex Wordstat, it was decided to use the audience of one of the festival participants. Posts in social networks with the announcement of his speeches collected 5-10 times more likes than other speakers, branded search queries of this participant have a higher frequency. We also had at our disposal the audience of visitors to his website.

In this in advertising networks such as Google and Yandex have configured the following campaign:

Google Ads
1.1. Remarketing on the visitors of the main headliner's website for those who are in Baku or are interested in Baku.

Yandex Direct
2.1. Remarketing by visitors of the festival website.
2.2. Remarketing on the visitors of the main headliner's website for those who are in Baku or are interested in Baku.

In order to expand the audience we collected keywords according to the festival's website: keywords mentioning the locations where the event took place, the main headliners and near-target keywords on the subject of "festival in Baku", "events in Baku".

Using these keywords we set up Google ads and Yandex Direct search campaigns.

Firstly, we set up and launched 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.

Using the Yandex webvisor tool, we studied the behavior of users who go to the website from advertising campaigns. Based on results analysis daily budgets for remarketing in Google Ads and retargeting in Yandex Direct were increased.

As a result, we fully set up analytics on the festival website, collect keywords and set up search, media advertising campaigns in Google Ads, Yandex Direct.