contextual advertising
Autoplusgarage
Network of multi-brand car services in Poland
Autoplusgarage - a network of professional car servicesMulti-brand car services engaged in the maintenance and repair of cars.
task:Attract new customers to the company's services. Retain loyal customers and attract in the off-season.
Set up advertising campaigns for new company services (turbine repair, cleaning and replacement of particulate filters, etc.)
initial data:The main source of customers was "The Good Mechanic", which was the problem. High competition on this site, without the ability to stand out from competitors due to advantages.
what we did:1. Development of an advertising strategy
After studying the business and the needs of the client, it was decided to divide advertising into two large companies: the first - general search queries for finding a car service;
the second - narrow ad groups for each service service separately. A company for broad search queries can provide a sufficient amount of traffic, but high competition will not allow it to be redeemed at a cost-effective cost. A narrow service company will allow you to buy the most relevant traffic cheaply, but there will not be much such traffic and it will not be able to provide the required volume of customers on its own.
2. Working with audiences
As a result of our work, we have identified the following promising ad groups:
-Auto electrician
-Change of oil
-Engine repair
-Repair of turbines
-Change wheels
-Diesel service
-Car service (Wide)
Companies in Russian turned out to be just as effective.
3. Ad optimization
At the first launch of advertising, we immediately identified the most effective services for promotion. It also turned out that customers who come for service often stay for car repairs, so we decided to increase the percentage of traffic received specifically for services.
In the second month of work, we decided to test ru traffic and turned out to be right. Competition at the auction turned out to be zero, and the conversion to a client was maximum, so we got clients for less than 5 PLN.
In order to reduce advertising costs during the season, we used a loyal audience that has already made conversions on our website.
So, a month before the start of the season, we launched CCM and Youtube remarketing for early registration for service maintenance.
результаты:
540 days
duration of the project
10800
number of sales per period
$ 2,3
average cost of an application
$ 140
average revenue per sale
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