Case "Setting up web analytics and advertising for windshield chip and crack repair company MaxGlassRepair"

Attracting new customers.
Increasing the number of calls and applications from the site.
Evaluating the efficiency of advertising campaigns.
Understanding the behavior of visitors on the site.

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, goals and conversions to the website. For the main conversions, we implemented the following actions:

• clicking on a phone number,
  
• sending a photo request to messengers (viber, telegram).
  

Before launching advertising campaigns, a Google Ads advertising account was reviewed. Based on the findings of the review, a list of steps has been identified:

1. Set up retargeting.
   
2. Expand semantics.
   
3. Remake search campaigns based on new collected keywords.
   
4. Set up the correct data transfer from GTA4 to Google Ads.
   

It was decided to focus on Google Ads search campaigns, which accounted for 85% of the daily budget. Remarketing campaigns were allocated 15% of the budget.

To configure search campaigns, we collected keywords using Yandex Wordstat and Google Keyword Planner in the following main areas:

1. Windshield repair.
   
2. A chip on the windshield.
   
3. A cracked windshield.
   

On the first step corresponding search campaigns were launched. For remarketing, a general offer ad was created for all visitors who visited the site.

Performance indicators and search terms were monitored for each campaign. During the first week of new search campaigns, click-through rates (CTR) increased by 18% and average cost per click (CPC) decreased by 5%.

Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed. As a result of the audit, daily budgets for all campaigns were increased by 20-40%. Bid adjustments were made based on the day of the week and bid strategies were switched from manual to automated maximum conversions in search campaigns.

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

All campaigns in Google ads have a good click-through rate (CTR) and conversion rate (CR). Increasing budgets led to an increase in the number of conversions without increasing its cost.

Remarketing helped to return 11 target customers. Moreover, such advertising is quite cheap – $0.08 per click compared with campaigns on search.

As a result of working with client, we reconfigured analytics on the website, collected relevant keywords and launched search and display advertising campaigns in Google Ads.

The cost per conversion on search campaigns reduced by 25%, the average cost per click by 13%, increased the number of conversions by 7%, and click-through rate by 6%.

Effective promotion of a website providing such services requires skillful use of search engine and media advertising to maximize engagement of the target audience:

Keywords:
Optimizing search advertising campaigns using keywords related to windshield repair and emergencies.

Geotargeting:
Customize ad campaigns based on geographic audience distribution to attract potential customers from specific regions.

Banners:
Placing banners on thematic automotive and repair web resources to attract the attention of the target audience.

Targeted advertising:
Launching targeted advertising campaigns in social networks, taking into account the interests and characteristics of potential customers.

Monitoring and analytics:
Regular monitoring of the effectiveness of advertising campaigns using analytics tools to optimize the promotion strategy.

An effective combination of search and media advertising will ensure maximum visibility of the website and attract potential customers interested in car windshield repair services.