Case "Setting up web-analytics and advertising for IT-education school for children and teenagers ITeen.by"

Client is a school with a unique IT education program for children and teenagers from 6 to 16 years old, with the use of the latest technologies based on the extensive experience of the Belarusian Educational Center for Programming and High Technology. Academy teaches children how to use technology from an early age, preparing them for a world with automation where they will need to feel comfortable and confident. While not all students will necessarily become IT experts, they will learn the skills they need to navigate a technology-driven world.

The school's branches are located in Minsk, Grodno, Gomel and Brest.

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 customers.

Increasing the number of calls and applications for courses from the site.

Evaluating the efficiency of advertising campaigns.

Understanding the behavior of visitors on the site.

Increasing brand awareness.

The set up of analytics was made through Google Tag Manager as it can be done quickly and without the need for developers. GA4 and Yandex Metrics were chosen as tools to analyze traffic sources.

We added GTM code to the website. As key performance indicators site traffic, traffic sources, page views, conversions were chosen. For the main conversions on our site, we implemented the following actions:

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

Our first step was to run search campaigns on Google Ads and Yandex direct with general keywords for courses for kids, banner on search. Before the start of the courses campaigns with corresponding keywords and banners were launched. Remarketing and retargeting campaigns were started 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, bid changing in search campaigns in Google Ads and Yandex Direct every week for the first month, then monthly.

Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed. Although people were engaged with site pages, we decided to implement an online chat to increase the number of inquiries from the website.

After setting up advertising campaigns for the main Minsk region, we made similar settings for the rest of the regions as well.

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 13-52% and a conversion rate (CR) of 3-17%.

Thanks to remarketing, 10 targeted actions were carried out among those who returned to the site.

In Yandex.Direct, search campaigns compared to Google Ads worked a little less effectively, as the main audience is presented on Google. However, the campaigns had good click-through rates (CTR) between 14 and 45%, and a conversion rate (CR) between 1 and 17% for this highly competitive segment in children's education. The retargeting helped to bring back 3 customers to the website to perform a targeted action.

As a result of working with client, we fully customized the analytics on the website, collected relevant keywords and configured search,display, video advertising campaigns in Google Ads, Yandex Direct.

The most cost-effective channel according to the cost of lead was Google ads.

Thanks to advertising campaigns on various platforms, we were able to create brand awareness for the client. This helped to increase customer loyalty, complete plans of a number of people in courses.