Chinese automakers have made great strides in recent years to gain the trust and interest of consumers around the world. Brands such as Jetour, Haval, Geely, GAC, Changan, Exeed, and Hongqi successfully compete in international markets thanks to a combination of affordable prices, technology, and responsiveness to car owners. The Russian market was no exception, freeing up consumer niches after 2022. With this in mind, advertising budgets are showing steady growth. The CPA channel (Cost per Action) in split is no exception. There has been an increase in the number of requests and the launch of advertising campaigns for various car brands over the past few years. The accumulation of expertise, the development and development of new effective traffic channels for this category allows you to build effective work.
Problem
Tasks - Attract users who are interested in buying a car within the next 2 months. - Reach the planned volumes without increasing the load on the customer's call center. Challenges and barriers The most common target actions (leads) for offers (advertising campaigns): a valid request for advice from an interested user; a valid request for a test drive; a targeted call from the user to a dedicated static phone number. Car drivers can bring both advantages and difficulties. Working with them mechanically with a dedicated static phone number is built through the connection of traffic providers with their call center. The partners collect applications from various sources, transfer them to their call center, where the operators check the client's interest in buying a car according to a script agreed with the client. Problem #1 At the start of the project, it is taken into account that the CR (Conversion Rate — the conversion rate, that is, the ratio of the number of users who performed the target action to the total number of visitors) in a valid lead is significantly higher if there is a pre-processing of the application (presale). However, the client offered to work without a dedicated phone number. In this case, the user immediately landed on the customer's landing page, which led to a decrease in CR, an increase in the burden on the dealer's call center operators when processing leads, and a drop in the overall AR (Approval Rate - the percentage of leads approved by the advertiser out of the total number of conversions) for the campaign. Problem #2 The frequency of checks and the low cost of leads (CPL — Cost Per Lead) created barriers to working with webmasters. Infrequent reconciliations (1 time per month) and the low market value of the target action (CPA — Cost per Action) complicated operational control and optimization of campaigns.
Solution
Solution to problem #1 As a solution, the partners independently submitted applications to the landing page, having previously processed the leads according to an agreed script, and transmitted the data for subsequent reconciliation with the client. Such mechanics required more resources and manual labor, but they allowed us to maintain the quality of leads and avoid difficulties. Solution to problem #2 An auto-reporting system has been implemented that provides real-time data on leads, reducing the reconciliation period from a month to a week and increasing the efficiency of campaign management. The cost of the lead has been consistently increased by 20% in order to ensure optimal ROMI (Return on Marketing Investment — an indicator of the return on marketing costs).
Results
Over the entire four-month campaign period, over 2,500 valid leads were generated. The conversion rate for valid leads was 58%. All monthly targets were met.
