The audit revealed a lack of analytics for incoming traffic. Without analytics, you pay for a pig in a poke without knowing what works and what doesn't. Budgets are spent irrationally. End-to-end analytics is a mandatory attribute of effective advertising and targeted spending - and this was not the case in this campaign.
It was decided that we would take on Google Ads, the Yandex Direct contractor continues to work, and together we are implementing end-to-end analytics. Each in their own channel to attract traffic.
There were also questions about spending money on advertising sources. The advertising budget of Yandex.Direct is 10 times larger than Google Ads for no apparent reason.
An audit of advertising campaigns in Yandex Direct showed that advertising campaigns were set up with high quality, with one moment that calls from the site were not tracked and were not transmitted back to Yandex Direct, which made it impossible to draw conclusions about the effectiveness of advertising campaigns.
Google Ads audit showed that advertising campaigns need to be improved.
Implementation of end-to-end analytics
To digitize all incoming traffic and telephony analytics, we chose the Comagic service.
An advertising campaign has been set up for thematic queries and the most popular models. they have the most competition in Google.Ads.
- For the month of February 2020, we spent a budget of 74,818 rubles (little bit more than 1000$)
- 185 applications were received
- Incoming calls 60 pcs.
- Applications from the site 56 pcs.
- Calls from Google Business cards 71 pcs
- The average cost of the application was 404 rubles (6$)