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The Сlient contacted us to increase the number of leads with the help of targeted advertising on social networks
SMM - social media marketing
Import cars from the USA
Ukraine
89 leads in 1.5 months
Increase the number of leads (targeted queries for purchase or consultation)
Achieve a favorable conversion rate for promotion
Marketing in the modern world is a constant selection of relevant methods of promotion. Many factors, including behavioral ones, affect the effectiveness of advertising in a particular niche.
Our Client operates in a very competitive niche. Despite the long history of the company, the Client is trying to implement the latest exciting ways of promotion, test the effectiveness of certain marketing campaigns, and find more conversion approaches.
Yes, our Client decided to test the targeting settings in social networks.
Autogalaktika — is a company that has been buying and selling cars from the USA for over 15 years. In addition to import, the company provides a wide range of services related to repair, customs clearance, notary registration of a car, etc.
AutoRia’s website notes that Autogalaktika has the largest car dealership in terms of the number of vehicles of any US vehicle import company. The company has 4 offices in Odesa and 4 more in Mykolaiv.
The Client contacted us for the service of setting up targeted advertising in social networks in order to increase the purchase requests of potential customers.
Our team began to cooperate with the Client in November 2021.
Before starting work, we analyzed competitors, looking at what different companies offer, and how their ads look in order to understand how you can stand out against others. Proposals for creatives and goals were based on competitor analysis.
The niche of buying and selling cars abroad in Ukraine is very common because there are many competitors throughout the country. Among the main advantages of our Client:
Our Client’s offices are located in Odesa and Mykolaiv, so after a week of testing campaigns throughout Ukraine, we decided to narrow down the geography to 3 regions: Odesa, Mykolaiv, and Kherson. It is most convenient for residents of these regions to come and visit the offices of the Client’s company.
Among the features of the niche: it is impossible to buy/order goods on the website. Therefore, our goal was to attract the most interested users, so that the client manager could individually advise each interested person and select a car from the USA. In this case, it is important to call or write off the remaining contacts as soon as possible. Also, there is not always the car that a person wants or is looking for.
After a detailed analysis, we identified the main segment of the audience – these are men aged 25-55 who are interested in a car, a used car.
Our SMM specialists have collected 3 main audiences for targeting in the advertising account:
Audience 1: men, 25-55 years old, cars (cities from geos).
Audience 2: men, 25-55 years old, car brands.
Audience 3: men, 25-55 years old, drivers.
Note that the Сlient was engaged in maintaining pages on social networks. Creatives for advertising were also provided by the Client, and at the same time, he listened to our recommendations.
Considering that it is impossible to purchase such a product in one click, our main goal was to receive potential requests for the purchase of a car, that is consultation requests can also be considered leads in this niche.
Accordingly, we tested various goals of advertising campaigns: for the purpose of Traffic, in order to collect potentially interested users by interests, we also tested ACs for the purpose of lead generation and advertising with the Contact in Direct goal.
To get contacts for further communication, we decided to test 3 approaches:
The first campaigns were for the purpose of Lead Generation. It was shown to men interested in cars. For the entire period of work, the advertising campaign was shown 5701 times, covered 4770 users who clicked on the ad 67 times, and one user left his contacts for further communication.
Fig. 1 – Results of campaign for the lead generation
However, the campaigns did not show the best results, the lead was too expensive for the Client – $26.9.
Ads in the AC for the purposes of the Message produced effective results. For the entire period of work, the advertising campaign was shown 23580 times, covered 12563 users who clicked on the ad 319 times, and 20 users started a correspondence.
Fig. 2 – Results of the campaign for the sending messages
The campaign with the goal of Message allowed us to get leads at an average price of $6.32.
Fig. 3 – The most converting ads
This campaign worked for only a week, after which it was stopped due to technical work on the website, as a result of which we suspended cooperation.
In parallel with the conversion campaigns, a traffic-to-the-site campaign was launched to collect users for further retargeting.
Fig. 4 – Results of the campaign for the purpose of traffic to the website
During this period, about 1,000 landing page views were received.
In total, the ad campaign was shown 43,188 times, reached 23,967 users who clicked on the ad 2,164 times, and 970 users viewed the landing page.
Ads shown to audiences with auto brand interests resulted in more results at a lower cost.
Fig. 5 – This is what the creatives for this campaign looked like
After a pause in work, we have prepared a campaign for the Message goal with updated texts and banners. On Instagram the campaign led in Direct, and on Facebook in Messenger. After a while, it was decided to separate the Facebook placement into a separate campaign.
Fig. 6 – Updated ads
So, for this campaign, 51 messages were received, and the average price per lead (for the started texting) was $3.57.
Fig. 7 – Results of the updated campaign for the purpose of sending messages
The Facebook Messenger Messages campaign generated 23 messages with an average cost per conversation starting at $1.9.
Fig. 8 – Results of the updated campaign to send messages to Messenger
In the creative, we used a photo carousel with specific car offers.
Fig. 9 – Creatives examples
After a pause through technical work on the website, it was decided to test the campaign again in order to receive applications from the website, because important changes were introduced. Unfortunately, it also did not bring the expected results. The price for the application from the website was more than $20.
Fig. 10 – Results of the updated campaign in order to receive applications
The creatives looked like this:
Fig. 11 – Creatives for campaign
Over the entire period of work, the advertising campaign was shown 10046 times, reached 7049 users who clicked on the ad 243 times, and two users filled out and submitted the form on the website. The average price for the started correspondence was $22.68.
So, for a little over a month of cooperation, our SMM department completed the following work plan:
The launching of this campaign allowed us to pick up the already “warm” audience as we can win over for campaigns with the Conversion method already for a loyal audience.
Fig. 12 – Results for all campaigns
At the link with technical robots on the website, our team launched the target for two periods: from 01.11. to 15.11 and from 06.12. to 20.12.
During these periods:
In total, Autogalaktika received 2 applications on the website and 87 users started texting. The average price for an initiating conversation is $3.92.
The most converting audience is men aged 24-45, as well as 45-55 years old, who live in the Odesa region and are interested in cars.
While the Client uses the advertising campaigns set up by us, however, we do not introduce new events. We can say that the project is on pause. However, we provided our recommendations for further progress.
We recommended:
The Client was satisfied with the cooperation with us and uses our developments.
If your business is not converting leads and you are seeing a decline in sales, contact the ITForce Internet Marketing Agency for advice.
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