Case "Setting up web-analytics and advertising of the site of meditation center oum.tours"

The meditation center, located in the German city of Horn Bad Meinberg, was founded in 2017 by a group of people who have successfully practiced various forms of yoga. The center offers two types of vipassana retreats: one for three days and one for ten days. These retreats include walking meditation, physical exercise, and static sitting, in addition to other activities.

In addition to our regular services, the client decided to offer meditation tours to places of power in other countries for those who are not yet ready to participate in Vipassana.

WORK START:
April 16, 2024

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.

Attracting clients for our new meditation tours.

Understanding the needs and preferences of our visitors.

Increasing brand recognition.

It was decided to use Google Tag Manager for analytics, as it could be set up quickly and without the need for developers. We chose GA4 and Yandex Metrica as our analytics tools.

The GTM code was installed on the website. Through this, Google Analytics and Yandex Metrics were added. Next, a system for tracking events and conversions on the website was developed, and tracking of traffic sources, user behavior, and conversions has been configured. Sending feedback forms were chosen as main conversions on the website.

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

To create search campaigns for tours in Turkey and India, we collected keywords using the Google Keyword Planner and Semrush tools.

At the strategy development stage, Instagram and Facebook accounted for 60% of the budget, while Google accounted for 40%.

On Instagram, it was chosen to focus on campaigns that are optimized for conversions on the website as the main way to attract customers.

First of all, Google Ads search campaigns were launched for each tour individually targeting Germany.

For each search campaign, monitoring of performance indicators, sorting of search terms, adding new negative keywords was conducted in Google Ads and Yandex Direct.

Next, Facebook and Instagram campaigns were created. A separate campaign was created for each tour, containing promotional materials in both photo and video formats. The targeting options were tested for a broad audience and a more specific one based on interests.

The Yandex webvisor tool was used to analyze the behavior of users who visit the site after clicking on advertising links. It was discovered that users carefully explore the information provided on the site, paying particular attention to photos of previous trips and reviews.

After receiving sufficient statistics and analyzing the number of conversions, it was decided to disable Google Ads search campaigns.

As a result of working with the client, we fully customized the analytics on the website, collected relevant keywords and configured advertising campaigns in Google Ads, Facebook, Instagram.

The most cost-effective channel for the application was Facebook targeted a wide audience.
Thanks to the efforts of our advertising on various platforms, we were able to recruit groups for tours in Turkey and India for the years 2024 and 2025.