Case "Setting up web-analytics and advertising for the site of IT-education centers IT-academy.by"

Client is one of the leading IT education centers in Belarus. Each year, the IT center graduates more than 3,100 junior-level specialists. It has developed more than 160 training courses in various IT areas for its students. The center was founded in 2010, and since then it has developed its own recruitment program and partnership with many Belarusian IT companies.

Due to the favourable conditions in the digital economy and the increasing number of competitors, it has become necessary to customize its advertising efforts.

WORK START:
June 12, 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.

Attracting new visitors.

Increasing the number of students on courses.

Maintaining and increasing brand recognition.

Maintaining and increasing market share in the IT-education market.

Evaluating the effectiveness of marketing campaigns.

Increasing the number of calls on the website.

Setting up analytical tools for tracking website activity.

Understanding visitor behavior on the website.

It was decided to use Google Tag Manager to set up analytics, as this can be done in the shortest amount of time and without involving third-party specialists (developers). The tools for analyzing data were selected as Google Analytics GA4 and Yandex Metrica.

GTM, Google Analytics, Yandex Metrics codes were installed on the site, goals and conversions were set up. The following actions were taken as the main conversions on the site:

• sending courses registration forms,
  
• clicking on a phone number,
  
• sending a feedback form.
  

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

Minsk was chosen as the main advertising display region. Further, Brest, Gomel and Grodno were added during the implementation of the campaigns.

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

1. Brand keywords
   
2. Search keywords of users who are looking for IT courses, etc.
   
3. Search keywords for all courses on the website.
   
4. Keywords of "Basic computer science" course.
   
   

The main part of the budget was allocated to brand keywords, as competitors advertised under the brand it-academy.by, and general terms about IT education.

To retain and encourage visitors to return to the site, we launched campaigns for site visitors. These campaigns included:

1. Remarketing with a general offer across the entire site in google ads.
   
2. Remarketing with a general offer across the entire site in yandex direct.
   
   

The main method of attracting customers on Facebook and Instagram was chosen with the use of campaigns optimized for conversions using posts uploaded to accounts and custom ads.

First of all were set up and launched search brand keywords campaigns targeting all planned regions. This was done in order to prevent competitors, which constantly advertise according to the customer's specific brand terms, from taking away its traffic. After that we launched remarketing and retargeting campaigns.

For the Brest region we set up a search campaign for IT courses from its website.

Special attention was paid to the course "Basic computer science" for the Minsk and Brest regions, as it constantly had problems with a shortage of students.

During the first month of the project, we monitored the performance indicators for each campaign. We sorted search terms and changed bids every week, then monthly.

Using the Yandex Webvisor tool, we studied the behavior of users who visit our site through advertising campaigns.

For the Brest region, in order to optimize and scale advertising campaigns, conversion queries for the Courses - Search campaign were transferred to a separate campaign Conversional keywords (Courses) - Search with its own budget, which brought 13 additional conversions.

As a result of the work, we managed to fully set up analytics on the website, collect keywords and set up advertising campaigns in Google Ads, Yandex Direct, campaigns optimized for conversions in Facebook and Instagram.

The most effective channel in terms of the cost of the conversion turned out to be Yandex Direct.

Due to the work of advertising it has become possible to attract new students, increase customer loyalty and gain a foothold on high positions in search engine advertising.