Audit and optimization of advertising in Yandex Business and 2GIS for a network of car service centers - increase in requests from directories

The initial situation is a network of 6 car services in one region. The main flow of clients comes from directories and catalogs - Yandex Business (organization cards) and 2GIS. Over the past 2 months, promotion costs have increased, but targeted actions (calls and route planning) are not growing. The CRM has marks for sources, but the data differs from the accounts. You need to figure out what exactly is not working and set up a clear advertising management system in directories in order to predictably increase hits.

Technical environment and access - Yandex Business (advertising promotion of cards), 2GIS for business, Yandex Metrica (installed on the site), call tracking (if available, we will connect; if not, we use current telephony and reports from accounts), CRM (amoCRM or Bitrix24) with uploading transactions to CSV, Google Sheets/Excel tables. It is possible to have different combinations of telephone numbers among branches; some calls go directly to the number on the card.

What needs to be done in stages
1) Collection and reconciliation of data - download statistics from Yandex Business and 2GIS for each branch for the last 60-90 days - impressions, transitions, button clicks, calls, route planning, expenses. Compare with Metrics and CRM data by dates and branches, identify attribution discrepancies and reasons - different numbers, unaccounted calls, duplicate cards, incorrect categories.
2) Audit of cards and ranking factors - check the correctness of NAP (name-address-telephone), categories and subcategories, services, opening hours, service area, photo, showcase/price list, answers to questions, reviews and response speed, presence of duplicates/geotag errors. Generate a list of edits with priority by impact.
3) Reassembly of advertising settings in directories - bring the promotion structure to a single standard across branches - targeted actions, budget distribution, geography of display, schedule, priority of services (for example, diagnostics, tire fitting, maintenance). Take into account seasonality and local competition by area.
4) Setting up measurement and reporting - collect a summary report in Google Sheets with automatic manual updating according to a template - entering data from accounts + final metrics - cost of a call, cost of a route, share of targeted actions, conversion to deal from CRM, ROMI by rough margin (according to data from CRM). Describe how to maintain a report once a week.
5) A/B check plan for 3-4 weeks - prepare 4-6 hypotheses (for example, changing categories, priority of services, changing the geofence, reassembling the photo package, connecting additional numbers) with the expected effect and method of verification.

The specific result is corrected and unified cards for 6 branches in Yandex Business and 2GIS, reconfigured promotion according to an agreed plan, a single report with metrics and clear recommendations on what actions to take next and in what order.

Limitations - you cannot change the site and launch a context/target outside of directories; you can only work with cards and their advertising promotion. You cannot ask customers to leave reviews through mass mailings, only correct work with existing reviews and responses. We provide access, but the implementation of end-to-end analytics at the call tracking level is only possible if there is enough time and the current telephony supports it.

Acceptance criteria (measurable)
- The summary file report includes data for each branch and the network as a whole, calculates at least 6 indicators - expenses, calls, routes, call cost, route cost, conversion to deal from CRM.
- A checklist of card edits was prepared and changes were made to at least 20 points in total across the network (categories, services, schedule, photo, description, contacts, geotag, duplicates).
- Advertising campaigns/promotion in Yandex Business and 2GIS are brought to the agreed structure and budget for branches, screenshots of before/after settings are attached.
- Document with conclusions - 1-2 pages per branch + general recommendations for the network, with prioritization of tasks and expected effect.

Expected labor intensity is 40-60 hours, taking into account 6 branches and data reconciliation.