Case "Setting up web-analytics and advertising of the site of music school Studiobit.by"

Client is a music school for children and adults based in Minsk. It has been operating for 7 years and currently has 3 branches in the city. The school hosted dozens of concerts, themed events and parties, and thousands of people had their first experience with music through the school.

The school offers both offline and online classes in various areas, including vocals, piano, guitar and drums.

WORK START:
November 26, 2020

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 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.

Test of new markets for online direction.

Increasing brand awareness.

We decided to set up analytics using Google Tag Manager. This could be done quickly and without involving developers. We chose GA4 and Yandex Metrics as tools for traffic sources analytics.

We added GTM code to the website, and configured the tracking to collect key performance indicators such as site traffic, traffic sources, page views, conversions after preparing the structure of the event and conversion tracking. For the main conversions on our site, we implemented the following actions:

• sending feedback forms,
  
• clicking on a phone number,
  
• clicking on messenger.
  

Google and Yandex were chosen as target advertising platforms.

For the initial configuration of the advertising campaign, search campaigns for offline courses were chosen due to the estimated demand. The analysis was done using the Yandex Wordstat and Google Keyword Planner. The most popular courses to set up ads:

1. Vocals
   
2. Piano
   
3. Guitar
   
4. Drums.
   
   

Additionally, they were divided into children's and adult campaigns for more effective budget management.

Since the task was to find new and effective ways to promote online courses, it was decided to attract a Russian-speaking and an English-speaking audience abroad.

The following countries were selected to advertise online courses for Russian-speaking audience:

- Germany
- Israel
- Lithuania
- Latvia
- Poland
- Russia (selected cities)
- Canada
- Ukraine

To advertise online courses for English-speaking audience we chose as target locations:

- United Kingdom
- Netherlands
- Spain
- Germany

To retain and return potential customers the following campaigns were set with site visitors audience

1. General remarketing in Google Ads for Minsk, Russia, Ukraine
   
2. General retargeting in Yandex.Direct
   
   

At first, search campaigns on Google Ads and Yandex direct by selected categories were launched as well as search banner on Yandex direct .

Remarketing and retargeting campaigns were added once audiences got the necessary number of users so as banners on Yandex display network in each direction.

For each search campaign, monitoring of performance indicators, sorting of search terms, changes in bids was conducted in Google Ads and Yandex Direct every week for the first month, then monthly.

Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed to estimate the efficiency of setted campaigns. Analysis showed that users who visited the site are interested in the company's service. They read information, view reviews, and provide contact details in order to make an appointment for their first lesson. We noticed that less engagement was shown from people who visited site from campaigns for children.

After analyzing the initial statistics and user behavior on the website, we decided to pause campaigns targeting children.

In remarketing and retargeting campaigns, various ad formats were tested to determine which ones were most effective. Various promotionals were also tested as they appeared.

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

The most cost-effective channel according to the cost of lead was Google Ads.

With the help of ads campaigns on various platforms, we were able to create brand awareness, increase the number of new clients, raise customer loyalty and enter new markets.