To generate ideas and test hypotheses to increase the number of leads and reduce their cost

[mehadihasan123456]

We were tasked with constantly coming up with new ideas, testing different hypotheses and strategies, and then scaling up successful experiments.

External factors and people's requests for the laboratory's services were constantly changing - it was important to do everything quickly, so at first we launched new advertising campaigns in one day. Later, the deadlines increased, and we prepared launches until the end of the next working day.

The laboratory provides services both in medical offices and at home. At the beginning of the work, the client identified from its many services the priority ones for promotion - analyses with a visit to the client.

First, we check and configure web analytics tools
During the preliminary analysis, it turned out that analytics in Google Analytics and Yandex Metrica were configured with errors. Adjusting analytics settings is always the first step, because we focus on data. If the data is inaccurate bank data or distorted, it is difficult to manage advertising campaigns and there is a high risk of making the wrong decisions.

There were such problems in Google Analytics:

goals were triggered when clicking on buttons, instead of successfully submitting the form;
The transmission of submitted forms was not configured.
We have prepared the correct technical specifications for the goals, configured and tested tracking from different devices. Now we see all user actions on the site, we can analyze and optimize the advertising campaign.

Inaccuracies were found in the previous advertising settings:

budget expenditure on non-targeted requests;
irrelevant bid adjustments;
no manual bid management;
irrational distribution of the budget between campaigns.
If the errors are corrected, the indicators can be significantly improved. We changed the settings in accordance with the goals and analytics data: disabled unnecessary requests, redistributed budgets and transferred to manual control to prepare the advertising campaign for new launches.