4 times more calls to the auto center with a minimal increase in the cost per lead
Posted: Mon Dec 23, 2024 8:49 am
Content
Results for 3 months
Usually, as advertising costs increase, so does the cost of attracting a client. With the help of CoMagic, the advertising agency ProContext managed to identify the most effective sources of advertising and not spend too much when scaling the campaign for ASC Nissan.
Client
"AutoSpetsCenter" is one of the largest players in the Russian auto retail. The telegram cambodia group of companies includes 26 dealerships. Among them are two representative offices for the sale of new Nissan cars in Moscow: "ASC Nissan Vnukovo" and "ASC Nissan Khimki". Information on these two auto centers with the corresponding contact information is posted on one client website.
Client tasks
To understand which advertisements are most often used by customers to call and which Nissan branch in particular.
Scale up advertising campaigns to get more calls to both dealerships while keeping the cost per lead at an acceptable level.
Tools
Evgeniya Trifonova, brand manager NISSAN / DATSUN of the group of companies "AutoSpecCenter"
Call tracking is one of the priority tools in assessing the effectiveness of advertising campaigns. The main advantage is the ability to analyze traffic sources online and make adjustments. This is extremely important in the current dynamics of the automobile business and the growing competitive environment.
Thanks to the implementation of CoMagic, we have significantly reduced promotion costs, increased the share of targeted traffic and, accordingly, increased the conversion in its processing.
Stage 1. Segmented customer traffic for two dealerships
To understand how many calls are received by each auto center and from what sources, specialists from the advertising agency ProContext did the following:
Purchased a pool of replacement numbers for advertising campaigns from CoMagic
Installed the CoMagic code on the "ASC Nissan" website
Set up substitution for blocks of numbers for each advertising campaign
As a result, two numbers were substituted on the site at once - for the branch in Khimki and for the branch in Vnukovo. This allowed us to track the number of requests from various traffic sources to each dealership.
Setting up number blocks on the Nissan ASC website in your personal account
Step 2. Set up redirection to the desired dealership
To track calls from offline ads or classifieds, where one phone number was indicated, call processing scenarios were set up. This allowed using the voice menu to redirect users to the car dealership they were interested in.
Setting up call processing scenarios in your personal account
Stage 3. Expanded the pool of numbers for new and existing advertising campaigns
With the increase in the number of advertising campaigns, we began to track requests from additional channels: classifieds, SMS mailings, ads in directories. Static call tracking numbers were connected for them.
Additional dynamic call tracking numbers were purchased for targeted and contextual advertising. Thanks to this, it was possible to track the advertising source of the call and see more detailed information about each request: UTM tags, visitor ID, request number, tags. That is, to actually track the entire user path from the transition from advertising to making a call.
Step 4. Integrated third-party services
CallKeeper allows you to transfer callback statistics to CoMagic
Yandex Metrica and Google Analytics made it possible to exchange data and view statistics in the familiar interface of analytical systems.
Analysis of advertising campaigns allowed us to evaluate the effectiveness of each source and turn off advertising channels with low conversion. The remaining budget was redistributed among the most lead-generating sources.
Results for 3 months
Usually, as advertising costs increase, so does the cost of attracting a client. With the help of CoMagic, the advertising agency ProContext managed to identify the most effective sources of advertising and not spend too much when scaling the campaign for ASC Nissan.
Client
"AutoSpetsCenter" is one of the largest players in the Russian auto retail. The telegram cambodia group of companies includes 26 dealerships. Among them are two representative offices for the sale of new Nissan cars in Moscow: "ASC Nissan Vnukovo" and "ASC Nissan Khimki". Information on these two auto centers with the corresponding contact information is posted on one client website.
Client tasks
To understand which advertisements are most often used by customers to call and which Nissan branch in particular.
Scale up advertising campaigns to get more calls to both dealerships while keeping the cost per lead at an acceptable level.
Tools
Evgeniya Trifonova, brand manager NISSAN / DATSUN of the group of companies "AutoSpecCenter"
Call tracking is one of the priority tools in assessing the effectiveness of advertising campaigns. The main advantage is the ability to analyze traffic sources online and make adjustments. This is extremely important in the current dynamics of the automobile business and the growing competitive environment.
Thanks to the implementation of CoMagic, we have significantly reduced promotion costs, increased the share of targeted traffic and, accordingly, increased the conversion in its processing.
Stage 1. Segmented customer traffic for two dealerships
To understand how many calls are received by each auto center and from what sources, specialists from the advertising agency ProContext did the following:
Purchased a pool of replacement numbers for advertising campaigns from CoMagic
Installed the CoMagic code on the "ASC Nissan" website
Set up substitution for blocks of numbers for each advertising campaign
As a result, two numbers were substituted on the site at once - for the branch in Khimki and for the branch in Vnukovo. This allowed us to track the number of requests from various traffic sources to each dealership.
Setting up number blocks on the Nissan ASC website in your personal account
Step 2. Set up redirection to the desired dealership
To track calls from offline ads or classifieds, where one phone number was indicated, call processing scenarios were set up. This allowed using the voice menu to redirect users to the car dealership they were interested in.
Setting up call processing scenarios in your personal account
Stage 3. Expanded the pool of numbers for new and existing advertising campaigns
With the increase in the number of advertising campaigns, we began to track requests from additional channels: classifieds, SMS mailings, ads in directories. Static call tracking numbers were connected for them.
Additional dynamic call tracking numbers were purchased for targeted and contextual advertising. Thanks to this, it was possible to track the advertising source of the call and see more detailed information about each request: UTM tags, visitor ID, request number, tags. That is, to actually track the entire user path from the transition from advertising to making a call.
Step 4. Integrated third-party services
CallKeeper allows you to transfer callback statistics to CoMagic
Yandex Metrica and Google Analytics made it possible to exchange data and view statistics in the familiar interface of analytical systems.
Analysis of advertising campaigns allowed us to evaluate the effectiveness of each source and turn off advertising channels with low conversion. The remaining budget was redistributed among the most lead-generating sources.