2. Some application forms did not work
Advertising campaign audit
Before us, advertising campaigns were set up by a full-time marketer. An in-house marketer works on advertising alone and only on one business, he objectively cannot have the same insight as a pool of specialists in an agency who accumulate expertise on different projects and conduct a lot of experiments simultaneously. Therefore, he almost always loses to an agency that has expertise and narrow specialists on its side.
So, what we saw:
In Yandex Direct and Google Ads, search campaigns were running. Then retargeting ads caught up with the site visitors.
It was necessary to expand and clean up the semantic core using negative phrases.
Analytics is not set up. Without it, the adjustment of advertising campaigns occurs as if "in the dark and by touch", which means that waiting for the desired results is pointless.
As a result, planned KPIs were achieved only by 30-40%. Advertising generated few requests, not all of them were targeted.
If everything remained the same, without analytics and scaling of the semantic core, the bureau would not have been able to increase the number of requests. And in conditions of auction overheating, their cost would have increased by 2-3 times.
2. Conducted a competitor analysis
We selected about 30 competitors and analyzed:
user-friendliness of the site;
service sections;
sufficiency of information for making a decision on cooperation and other parameters.
3. Collected and worked out the semantic core
The semantic core is a set of words and phrases that car owner phone number data use to search for a product in search engines.
We collected over 1,000 queries for search and YAN, distributed them by audience segments. We carefully worked out negative phrases so as not to waste the advertising budget on non-target queries.
For example, the query "architectural bureau" can be searched for a shopping center project and for the design of one's own home. The latter option is not interesting to the customer.
4. Set up analytics
We adjusted the Yandex Metrica counter settings, added the goals necessary for advertising: for sending forms, clicking on buttons, calls.
Calltouch call tracking has been set up.