Case "Setting up web-analytics and advertising for the site of production and installation of stretch ceilings"

Website of the production and installation of stretch ceilings NDA

One of the leading companies for the production and installation of stretch ceilings in Belarus has asked for help in optimizing advertising campaigns.

For over 18 years, the company has been a leader in the stretch ceiling market in Belarus. Materials, technologies, and design have changed over the years of successful work. However, the approach of the company remains unchanged: excellent quality of work performed by a team of professionals who know how to work with the client. The undoubted advantages are convenient service and an individual approach.

Their own production and cooperation with trusted manufacturers of canvases from Germany and China allow them to adhere not only to a reasonable pricing policy, but also to regularly update promotional offers.

WORK START:
July 1, 2024

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.

Results in Minsk

33 067

5 218

1,44$

267 166

6 679

0,33 BYN

Impressions total

Clicks total

Average cost per click

Impressions total

Clicks total

Average cost per click

Google Ads

Yandex Direct

931,75

Total number of conversion on search

167

Total number of conversions

8,05$

Cost per conversion on search

13,87 BYN

Cost per conversion

Results in Vitebsk

6 005

1 317

0,91$

2 043 871

14 482

0,12 BYN

Impressions total

Clicks total

Average cost per click

Impressions total

Clicks total

Average cost per click

Google Ads

Yandex Direct

53,22

Total number of conversion on search

233

Total number of conversions

22,54$

Cost per conversion on search

7,23 BYN

Cost per conversion

Goals of setting up analytics and advertising

Optimize already configured companies.

Reduce the cost of conversion.

Advertising activities are carried out for the following regions: Minsk and Vitebsk.

Increase the number of conversions. Optimize budget allocation within advertising accounts.

Analytics set up

To achieve the set goals, we audited the already configured tracking of key metrics: attendance, traffic sources, on-page behavior, conversions in GA4, Yandex Metrics using the Google Tag Manager tool.

During the audit, we identified and eliminated the following issues:

Duplication of conversions in Google Analytics 4 and Yandex.Metrica.
The presence of tracked conversions that did not have any significant impact on our goals.
Duplicate conversions in Yandex.Metrica caused by enabling the "Automatic Goals" feature.

In order to understand the effectiveness of advertisement for the client, we prepared a structure for tracking conversions.

The following actions were taken as the main conversions on the website:

clicks on the phone number,
submitting all forms on the site,
passing and sending a quiz.

Development of an advertising strategy

Before setting up advertising campaigns, we conducted an audit of advertising accounts in Google Ads and Yandex Direct. Based on the analysis, we identified the following tasks:

Sort queries in search campaigns.
Divide keywords into different groups based on their matching type.
Move dynamic ads to a separate search campaign.
Improve the quality of search ads by adding more keywords.
Change the bidding strategies in campaigns.
Set up advanced remarketing and retargeting campaigns.

To set up advanced remarketing and retargeting, the company provided its main unique selling point (USP) and photographic materials, on the basis of which ads were created.

Execution of the advertising strategy

In all search campaigns of Google Ads and Yandex Direct we sorted queries, divided keywords in broad and phrase match into different groups, added groups with keys in exact match in Google Ads. During the sorting of search queries in Yandex Direct it was found that most of the irrelevant queries come from autotargeting settings in search campaigns. Thus the following categories were disabled:

broad queries,
alternative queries,
related queries,
queries mentioning competitors' brands.

Dynamic ads from the "Potolki_Poisk_brend" campaign have been transferred to a separate Google Ads campaign.

We added more occurrences of the keywords in the search of Google Ads, Yandex Direct. In Google Ads, some of the headlines have been fixed to give the ads an attractive look and make them correct in meaning.

In the campaings Potolki_Poisk and Potolki_All campaigns in Google Ads, we adjusted the strategy for setting bids from maximize clicks to maximize conversions.

Advanced remarketing and retargeting campaigns were set up according to the principle: every day 2 new offers and ads. Thus 14 campaigns were set up in each advertising system for each region.

During the first month of our work, we monitored performance indicators for each campaign and sorted search queries monthly.

We used the Yandex Webvisor tool to study the behavior of users who visit our site from advertising campaigns.

Analysis of the results

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

All search campaigns In the Minsk region in Google Ads have good conversion rates (CR) of 5,30-30,65% and an average cost per conversion of $8,05 for this highly competitive segment.
Compared to last month, we were able to decrease the cost per conversion from $9,73 to $8,17, increase the number of conversions from 654,37 to 918,37 and increase the conversion rate from 9,21% to 17,60%.

All Yandex Direct campaigns in Minsk have good conversion rates (CR) of 3,96-33,97% and an average cost per conversion of 13,87 BYN for this highly competitive segment.
Compared to last month, we managed to reduce the cost per conversion from 29,22 BYN to 13,87 BYN, increase the number of conversions from 87 to 157 and the conversion rate from 0,64% to 2,35%.

All search campaigns in Google Ads targeted for Vitebsk have good conversion rates (CR) of 3.36-11.88% for this highly competitive segment. The budget from the Potolki_Poisk_Conversionnie_Google_Vitebsk_new campaign was reallocated to other campaigns, as the campaign did not bring conversions.
Compared to last month, the conversion rate increased from 2,50% to 4,05%, but the number of conversions decreased slightly from 57,39 to 53,22 and the cost per conversion increased from $21,91 to $22,54.

All Yandex Direct campaigns in Vitebsk have good conversion rates (CR) of 0,89-40% and a cost per conversion average of 7,23 BYN for this highly competitive segment.
Compared to last month, the number of conversions increased from 229 to 233 and the conversion rate from 1,29% to 1,66%, but the cost per conversion increased slightly from 6,97 BYN to 7,23 BYN.

Conclusion

Due to optimising advertising campaigns, we have managed to reduce the cost of conversions in the main direction (Minsk region) by 16% in Google Ads and by 53% in Yandex Direct. In addition, it became possible to increase conversion rate in the Vitebsk region by 62% in Google Ads and 27% in Yandex Direct.

As we planned we set up advanced remarketing and retargeting for all regions across all advertising channels.