Case "Setting up web-analytics and advertising of the site selling car covers Prochehli.by"

The сompany offers car covers, carpets, floor mats, and other car accessories for all car models. Each buyer can find the right cover for their car in terms of color, model, and material, from universal car covers to 5D frame covers. For many years, the сompany has been working directly with some of the most popular car cover and mat manufacturers, such as Autopilot, Autolider, CarFashion, Orion, DinAs, PSV, AutoGraph, Bear-Auto, SeinTex, NorPlast, and SRTK, among others.

WORK START:
June 13, 2022

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1 день под ключ.
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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.

Аttracting new customers.

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

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.

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
- Switching to Telegram and WhatsApp messengers.

In 2023, we made the transition to the new Google Analytics 4 (GA4) analytics platform.

Before setting up advertising campaigns, we conducted audit of existing Google Ads and Yandex Direct campaigns. Based on the results of this audit, we identified a list of tasks:

1. Expand keywords for all groups within search campaigns.
2. Add keywords to groups where they are absent.
3. Test automatic bidding strategies.
4. Set up remarketing and retargeting campaigns.

In order to extend existing keywords, we used Yandex Wordstat and Google Keyword Planner. Keywords were collected according to region Belarus in the following topics:

1. General keywords (to buy a car cover).
   
2. Keywords for car brands, with different variations of the words "car" and "cover".
   

Based on the results of the collection of semantics, it was decided to completely reconfigure advertising campaigns, as the grouping of keys in old campaigns was not fractional enough. We also divided the categories seat covers, car covers, covers into separate campaigns due to its large volume and high frequency of keywords.

Firstly, we set up and launched Google Ads and Yandex Direct search campaigns.

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.

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

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.

After the end of the test period, the budgets for the campaigns Car Covers + Car Brands - Minsk and Belarus in Yandex Direct were increased, as they brought more conversions. In Google ads, the budget was distributed evenly, but was spent based on the amount of traffic.

By the end of the project, we completely reconfigured the search advertising campaigns on Google Ads, Yandex Direct, significantly expanded the keywords, configured remarketing and retargeting, and set up analytics to the website.

The total number of conversions is 583, the cost per conversion is 7,4 BYN (2,3$).

Cost per conversion and average cost per click were 45% and 49% cheaper in Yandex Direct than in Google Ads, but demand was lower in Yandex Direct.

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