Case "Setting up web-analytics and advertising of construction materials site Wilisbel.by"
I want to promote my project
Website of building materials and tools store wilisbel.by
The online store of building materials offers a wide range of goods for repair and construction with more than 4000 items. The company has been on the market for 28 years.
Throughout the years, many private and legal entities have become loyal customers of the online store.
Due to quite high competition in the building materials niche, the site was not able to reach the top of the search engine results page (SERP) quickly. Therefore, it was necessary to set up advertising to increase sales for specific categories: OSB plates, onduline, Vidaron paint, Volma Layer, and Typhoon Luxe building mixes.
Throughout the years, many private and legal entities have become loyal customers of the online store.
Due to quite high competition in the building materials niche, the site was not able to reach the top of the search engine results page (SERP) quickly. Therefore, it was necessary to set up advertising to increase sales for specific categories: OSB plates, onduline, Vidaron paint, Volma Layer, and Typhoon Luxe building mixes.
WORK START:
May 16, 2019
May 16, 2019
Цели продвижения
Целевая аудитория
Уникальные предложения
Запустить рекламу за 1 день. Баку.
1 день под ключ.
78 регистраций.
12 менеджеров непрерывно загружены.
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.
Goals of setting up analytics and advertising
Attracting New Visitors.
Increasing the number of calls and purchases on the website.
Evaluating the effectiveness of marketing campaigns.
Evaluating the effectiveness of marketing campaigns.
Understanding visitor behavior on the website.
Setting up analytical tools for tracking website activity.
Analytics set up
It was decided to use Google Tag Manager to set up analytics, as this can be done in the shortest amount of time and without involving third-party specialists (developers). The tools for analyzing data were selected as Google Analytics (GA4 was not available at the time of set-up in 2019) and Yandex Metrica.
GTM, Google Analytics, Yandex Metrics codes were installed on the site, goals and conversions were set up. The following actions were taken as the main conversions on the site:
- product purchase,
- placing an order without purchasing through the quick order form,
- clicking on a phone number,
- sending a feedback form.
In order to track the results and expenses of advertising campaigns for the client conveniently, we set up a dashboard with key indicators of advertising campaigns.
In 2023, we made the transition to the new Google Analytics 4 (GA4) analytics platform.
Development of an advertising strategy
Google and Yandex were chosen as target advertising platforms.
The demand for the selected categories in Minsk is quite high, so it was decided to set up search campaigns first. For this purpose, we collected and sorted keywords for the necessary product categories in advance.
To retain and encourage visitors to return to the site, we launched campaigns for site visitors. These campaigns included:
The demand for the selected categories in Minsk is quite high, so it was decided to set up search campaigns first. For this purpose, we collected and sorted keywords for the necessary product categories in advance.
To retain and encourage visitors to return to the site, we launched campaigns for site visitors. These campaigns included:
- Remarketing with a general offer across the entire site.
- Remarketing using ads based on product categories.
- Advanced remarketing using the company's unique selling proposition (USP).
Execution of the advertising strategy
After launching campaigns for selected categories and achieving positive results (with an increase in calls from the website), we decided to expand our advertising efforts for the following products and categories:
- Insulation materials: Isover, Izovol, Ursa, and Knauf
- Tile roof "Shinglas"
- Facing "Hauberk"
- Styrofoam
- Drywall "Gyproc"
- Putty "Weber"
- Thermal insulation glue
- OSB plate
- Onduline
- General keywords (Building Materials Store, etc.)
Analysis of the results
The results of our advertising campaigns are presented in the attached screenshots.
All of our campaigns in Google Ads have a relatively high conversion rate. However, according to our data, certain campaigns have seen a higher cost per conversion than others. These include the following: Styrofoam - Gomel - Search, Ondulin - Grodno - Search, Shinglas - Search - for all regions, Ondulin - Mogilev - Search, Thermal insulation - Search.
Campaigns in the Yandex advertising network and retargeting worked best in terms of the Knauf - Minsk, Gyproc Drywall - Minsk. This is likely due to the intense competition in these markets, which requires companies to bid on keywords at a higher rate than others in order to attract customers. As a result, these campaigns experienced a higher cost-per-click (CPC) than other campaigns. Additionally, we implemented the automatic "Maximum Conversions"strategy for these campaigns, but there was no significant improvement in conversion rates, therefore, we decided to redirect the budget allocated to these campaigns towards more effective campaigns.number of conversions and its cost In Yandex Direct
Not all search campaigns were effective due to the high level of competition in search results and a limited budget, which prevented significant increases in bids to improve positions, therefore such campaign's so budgets were shifted to more successful campaigns (see screenshots below).
All of our campaigns in Google Ads have a relatively high conversion rate. However, according to our data, certain campaigns have seen a higher cost per conversion than others. These include the following: Styrofoam - Gomel - Search, Ondulin - Grodno - Search, Shinglas - Search - for all regions, Ondulin - Mogilev - Search, Thermal insulation - Search.
Campaigns in the Yandex advertising network and retargeting worked best in terms of the Knauf - Minsk, Gyproc Drywall - Minsk. This is likely due to the intense competition in these markets, which requires companies to bid on keywords at a higher rate than others in order to attract customers. As a result, these campaigns experienced a higher cost-per-click (CPC) than other campaigns. Additionally, we implemented the automatic "Maximum Conversions"strategy for these campaigns, but there was no significant improvement in conversion rates, therefore, we decided to redirect the budget allocated to these campaigns towards more effective campaigns.number of conversions and its cost In Yandex Direct
Not all search campaigns were effective due to the high level of competition in search results and a limited budget, which prevented significant increases in bids to improve positions, therefore such campaign's so budgets were shifted to more successful campaigns (see screenshots below).
Conclusion
At the end of the project it was possible to increase, first of all, the number of calls from the website, sales and the number of visitors to the site.
Conversion rates have become 3.59 - 28.57% in Google Ads and 3.93-50% in Yandex Direct.
The cost per conversion has become $0.25-30.30 in Google Ads and 1.74-6.45 BYN in Yandex Direct.
The average price per click ranges from 0.03 $ to 0.97 $ in Google Ads and 0.13-0.86 BYN
Problems encountered during the project:
Conversion rates have become 3.59 - 28.57% in Google Ads and 3.93-50% in Yandex Direct.
The cost per conversion has become $0.25-30.30 in Google Ads and 1.74-6.45 BYN in Yandex Direct.
The average price per click ranges from 0.03 $ to 0.97 $ in Google Ads and 0.13-0.86 BYN
Problems encountered during the project:
- High competition for certain construction materials.
- A very limited budget for so many companies and target regions.
Indicators
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