Haraba
Digital strategy PPC Targeting Advertising Seo
Lack of strategy, low brand awareness and a number of minor technical problems had caused the previous attempts of promotion to fail and PPC advertising did not pay off.
We carefully studied this project and developed a brand promotion strategy for further
work.
We agreed to work
Stage 1: Market research We identified the main areas of our efforts together with the client:
Increase in the number of registrations in the app;
Increase in sales of courses for professional car salesmen;
Increase brand awareness.
And then we got to work. The first step was to pay attention to the background and market in which the company operates. This allowed:
Get to know the product's target audience better.
Study competing companies, identifying their strengths and weaknesses.
Globally assess the situation in the niche.
Promotion strategy is created on the basis of the received information. The evaluation of other companies' experience and specifics of the market allows avoiding mistakes in strategy creation and, as a result, to achieve the set goals.
Stage 2: Study of analytics and preparation for the launch of advertising In the second stage, we looked at what was wrong with the previous campaigns of the client and found some blind spots, because of which the ads were ineffective.
We studied the metrics, looked through the analytics system, analyzed the previous ad campaigns, made conclusions about the user behavior.
As a result we found the following problems: the site is not adapted for mobile devices, goals were not configured in the analytics. Accordingly, the company received unreliable data about advertising and based on that made decisions which did not lead to growth.
Stage 3: Promotion Once our strategy was in place, our team evaluated how best to optimize our current campaign structure for quick wins.
The initial account setup involved creating new ads for the Google search and contextual media network (GDN) campaigns that were set up to install the app.
We collected a semantic core. We have selected the requests, found related requests, which allowed for a low cost per click of 5 cents to get targeted requests.
Separation of campaigns, regions, query groups, different keywords. Principles of change in a week of keywords are 10-15%
Social media
We used Instagram.
For brand awareness
For conference registrations
For selling company courses
Creatives play an important role in social media promotion. In order to get started, we did some research to identify the strengths and weaknesses of the product, looked at all customer objections and ended up with several portraits of the target audience.
In order to understand which creatives would work, we ran several tests.
For each target, we developed a small strategy and segmented the ad campaigns according
to the goals.
Our SEO team helped us eliminate mistakes that caused haraba to lose some traffic.
We:
Created a new strategy for SEO promotion.
Brought out more relevant pages in search engine results.
Optimized pages for robots and visitors
Wrote texts that additionally tell the user about the product and contain important
search engine keywords.
Also optimized Meta tags, taking into account the semantics of the pages.
Debugged the performance
Watched how the site was indexed in search and promptly corrected errors, for example,
broken links, pages that take a long time to load, or duplicate pages.
- Set up analytics
- Set up the internal analytics in PBI for branded and non-branded traffic.
We have set up the clear and transparent reporting for Haraba.
Companies often work with different services, but the lack of inherent interoperability
can make it difficult to transfer information from one part of the funnel to another.
Our team helped them optimize the flow of information between tools. We allowed their
team to get actionable and accurate data on a weekly basis with complete transparency.
All marketing was displayed on Power BI dashboards.