Giarti: Online Gallery SEO and Advertising

About us

Giarti is an online gallery selling handmade pieces from accomplished craftspeople across Russia.

Project objectives:

grow the prospective customer database
increase sales
find effective combinations of tools and channels for customer acquisition

Tools:

target audience analysis
competitor analysis
installing a quiz, messaging widget and lead-magnet popup
setting up goals in Yandex Metrica
keyword research
connecting Yandex Webmaster and Google Search Console

Paid search and display advertising
in Yandex Direct
Yandex Metrica
Analytics system

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Website used as the advertising destination:

View website

How we marketed the online gallery

Setting up goals in Yandex Metrica. We defined Yandex Metrica goals around the client's business objectives, verified goal tracking on the website and in campaigns, and established data collection and reporting.
Keyword research. We analysed the target audience, its needs and search behaviour. We researched and structured a comprehensive, accurate set of keywords relevant to the website, client objectives and current searches.
Researching and developing ad creatives. We selected engaging, relevant images, copy and videos for the ads, then tailored their structure and content to the audience and campaign objectives.
Creating Yandex Direct campaigns. We developed campaigns aligned with the client's goals, keyword strategy and audience characteristics. We selected appropriate targeting, budgets and bids for each campaign.
Advertising launch. We tested different settings, creatives and targeting to optimise campaigns, use the budget efficiently and meet the agreed objectives.
Weekly reports. They cover KPIs such as CTR, CPC, CR, impressions, clicks, leads and sales.
Automated funnel optimisation and refinement. We reviewed the client's automated funnel and identified improvements at each stage. We recommended ways to improve conversion, lead volume and sales, then implemented the changes needed to make the funnel more effective.
Writing website title tags and meta descriptions. We aligned title tags and meta descriptions with the website's content, subject and audience. Search CTR increased and the bounce rate fell.
Website improvement recommendations. We audited the website and identified technical, SEO and usability issues. We prepared detailed recommendations to improve search visibility, conversion and the user experience.
We connected Yandex Webmaster and Google Search Console to monitor technical website health and search indexing. We regularly checked for errors affecting website indexing and rankings, and resolved issues that hindered search visibility.
We developed and installed a quiz, messaging widget and lead-magnet popup aligned with the client's goals and campaign objectives.