Case "Setting up web-analytics and advertising for the art forging workshop Kuznecy.by"

Site of blacksmith workshop kuznecy.by

The blacksmith workshop, which specializes in the manufacture of artistic forging for more than twenty years, has a need to advertise its services.

The blacksmith shop creates luxurious and unique forged products for the exterior of cottages, villas, office buildings and city streets, and also executes orders for the manufacture of interior forged furniture of any configuration. The craftsmen are ready to complete a project of any complexity and of any scale according to a standard or individual project.

WORK START:
November 15, 2023

Цели продвижения

Целевая аудитория

Уникальные предложения

Запустить рекламу за 1 день. Баку.
1 день под ключ.
78 регистраций.
12 менеджеров непрерывно загружены.

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.

Google ads Results

682

193

$0,88

5

$169,09

Impressions total

Clicks total

Cost per click

Conversions total

Cost

$33,82

Cost per conversion

Goals of setting up analytics and advertising

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

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

Analytics set up

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:

Switching to Telegram, WhatsApp, Viber messengers.
Clicking on the phone number.
Sending callback forms.

Development of an advertising strategy

Google Ads was chosen as a target advertising platform.

After that 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 Minsk city:

Forged furniture (tables, chairs, armchairs, benches).
Garden and park furniture (gazebos, urns).
Welded and forged products (balconies, canopies, canopies).

The audience in this niche is not large enough to use remarketing.

Execution of the advertising strategy

Using the collected keywords of forged furniture, garden and park furniture, welded and forged products, were created Google Ads search campaigns with targeting on Minsk.

We monitored performance metrics for each advertising campaign and sorted the search terms for the search campaigns on Google. During the first week we made it daily, later, the analysis was done weekly, then monthly.

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

At the beginning of the advertising activities, the budget was distributed evenly on the campaigns, then 50% of the total daily budget for the account was established on the Forged Furniture campaign, since it brought more traffic and was limited in the daily budget.

Analysis of the results

The results of the advertising campaigns are shown in the screenshots.

All Google Ads search campaigns have good click-through rates (CTR) of 19-31%, a conversion rate (CR) of 2.09-9.52% and a cost per conversion of an average of $33,823 for this segment.