Case "Setting up web-analytics and advertising for site of luxury car rental in Dubai PaddockRentaCar.com"

The client's project is the largest Russian-speaking luxury car rental company in Dubai.

Frequent guests of the company are soccer players, UFC stars, Formula 1 racers. They choose this rental company because of its unwavering reputation and high quality of service.

Rental car fleet consists of more than 150 cars, including the most elite brands: Rolls Royce, Lamborghini, Maserati, Ferrari, Mercedes Benz, Porsche and Range Rover and many others.

The main audience of the service are Russian-speaking and English-speaking tourists mainly from Western Europe.

Many new companies have entered the Dubai car hire services market between 2022 and 2023, so competition has increased a lot, leading to the need to customize advertising.

WORK START:
September 14, 2022

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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 applications on the site.

Evaluating the effectiveness of advertising campaigns.

Understanding the behavior of visitors on the site.

Displaying search ads in the output at or above the competitors.

Setting up analytics on the site.

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.

For the Russian-speaking audience, we created a dedicated website in its own subdomain, "ru". Consequently all the settings have been duplicated across the two websites.

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:

- Clicking on the phone number
- Sending callback forms

Google, Facebook and Instagram were selected as the target advertising platforms for the English-speaking audience and Google, Yandex, Facebook and Instagram for the Russian-speaking audience.

To set up search campaigns, we collected keywords using Yandex Wordstat and Google Keyword Planner for Dubai and Russia, in English and Russian languages:

1. General keywords (luxury car rental).
   
2. Keywords with car brands (rent a Ferrari in Dubai).
   
3. Brand keywords of the company.
   
   

It was decided to split the Google Ads campaigns by car brand for each destination into separate campaigns due to high demand and frequency, with more expensive luxury cars and campaigns with mid-price segment cars.

Facebook and Instagram ads were also planned in two languages: Russian and English. However, targeting was limited to Dubai.

Firstly, we set up and launched Google Ads and Yandex Direct search campaigns with general keywords, car brands and the company's brand keywords.

Remarketing and retargeting campaigns were launched as audiences became ready.

We monitored performance metrics for each advertising campaign and sorted the search terms for the search campaigns on Google Ads and Yandex Direct.

After getting enough statistics and conversions, we decided to switch search campaigns in Google Ads from a manual bid assignment strategy to maximize conversions. This resulted in an increase in conversions, a reduction in costs, and a more efficient use of the daily budget.

To reduce the cost per conversion, we implemented Pmax maximum efficiency campaigns, which combined major car brand terms and general car rental terms in Dubai.

These campaigns brought good results, with a total of 522 successful conversions at a cost of 30 AED per conversion, which was much cheaper than search campaigns results, however, almost all requests turned out to be frod, so the campaigns were turned off.

The demand for car rentals in Dubai in yandex direct search was not high enough to consistently get conversions, so it was decided to increase the coverage by customizing the Campaign Wizard by major car brands.

We set up two types of campaigns for Facebook, Instagram:

1. Optimized for conversions on the website.
   
2. Optimized for messaging conversion.
   
   

In addition, we tested different formats of creatives. Static photo creatives (Eng - Conversions - Cars campaigns) proved to be less effective in terms of conversion cost, so most of the funds were allocated to other campaigns with video creatives.

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

All search companies in Google Ads had good click-through rates (CTRs) of 10-46%, and a conversion rate (CVR) of 1,45-9,63% for this specific segment. The average cost of a conversion on the searches was 260 AED. The campaigns performed best for branded queries and queries related to cars in the mid-price segment.

CTR indicator of 3-22% for search companies in Yandex Direct was lower than that of Google Ads, but the cost per conversion was less and amounted 26 $, or 95,5 AED.

Russian-speaking audiences in Dubai left more conversions at a price 36% lower than audiences from all over Russia.

Facebook and instagram campaigns for Russian-speaking audiences in Dubai worked more effectively in terms of cost per conversion: 16.41 AED. For the English-speaking audience, the figure was 35.8 AED.

At the end of the work it was possible to fully set up analytics on the site, collect semantics and set up search, media advertising campaigns in Google Ads, Yandex Direct.

The most effective channel in terms of the number of conversions and their cost is the Campaign Wizard of Yandex Direct with targeting for the whole of Russia. A total of 172 conversions were received at $5.9 or 21.7 AED for each.

Due to the work of advertising on various platforms and systems, it was possible to attract new customers and establish rental service in high positions in advertising rendition compared to the competitors.