Reduced the application cost by 80% for car rental for 2 months
Posted: Tue Dec 17, 2024 4:07 am
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21 November 2022 14:20
Reduced the application cost by 80% for car rental for 2 months
Vazhnina Svetlana
Founder of digital agency WEB ALTERNATIVE
Content
Audit
Setting
Results
The head of Glavprokat 56 contacted the WEB buy phone number list ALTERNATIVE agency . The company rents cars of various classes - from budget to premium segment, in Ufa and Orenburg.
Most often, cars are rented for business trips, short trips - the rental period is not less than a day. Sometimes renting is more profitable than a taxi, for example, for a company of four people. The most popular cars for rent: Lada Granta, Datsun On-Do, Nissan Almera, rental cost from 1500 rubles.
The main problem of the customer is that the price of the application from contextual advertising is higher than the rental cost. Advertising is unprofitable, and there are not enough leads from free channels.
In this case study, we will tell you how we managed to reduce the cost of a lead by 78% and increase the number of requests by 5 times.
Audit
At the start of work, we always conduct an audit of current advertising campaigns and make a preliminary forecast of the profitability of contextual advertising. This way we understand whether we can improve the results or whether the client would be better off investing the advertising budget in another promotion channel.
We found several errors in the settings in the advertising campaigns of Glavprokata 56. For example, incorrectly configured goals - it was impossible to calculate the conversion.
There were two conversion goals in the analytics system:
Submitting a form from the site.
A phone call.
Previously, the customer did not use call tracking, so the statistics included clicks on the phone number, not real calls, so it is impossible to calculate how many calls were brought by contextual advertising.
The customer named the cost of a lead in the most popular segment of economy class cars - 2504 rubles, while such a car can be rented for 1700-2500 rubles per day. Advertising will not pay off.
Statistics for January, without call tracking
Conversion cost for January, without call tracking
We connected Callibri to track the actual number of calls to the company.
Statistics for April, with Callibri call tracking
Thanks to call tracking, we were able to assess the number of non-targeted calls and adjusted campaigns to reduce such requests.
We also listened to all the calls and found out which cars were in high demand even without advertising activities - requests for economy class cars came from free channels, so we practically did not advertise this segment.
We were confident that we could significantly improve our current results and receive more applications at a lower cost.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
Setting
As we found out, economy and comfort class cars practically do not need advertising - there is always a steady demand for them. We set up displays of such ads only for general queries, for example, "Car rental" and "Car rental".
We focused on premium cars, created new advertising campaigns, and rebuilt the structure and semantic core:
Structure of the semantic core
1. We worked on negative keywords — we added an impressive list of those that brought in non-targeted queries and removed impressions on ineffective YAN sites that “eat up” the budget. For example, mobile games on Android, where 99% of clicks are random clicks by players.
This way we significantly reduced the budget expenditure on the project and were able to test additional Yandex.Direct tools.
2. Then we rebuilt the advertising campaigns and rewrote the ads. We put the daily car rental cost in the headlines to immediately exclude non-target users who plan to rent a cheaper car.
3. Created separate groups for business and premium class car models, wrote personalized ads, and added relevant photos to them.
Screenshot of the Report Wizard. Comparison of March with January
For the campaigns, Callibri replacement numbers were connected for Ufa and Orenburg in order to track two different channels.
Results
Call tracking data for April showed real results in terms of conversion and cost per lead — a lead from an ad cost 762 rubles instead of 2,504, as stated by the customer. And this result can still be improved.
21 November 2022 14:20
Reduced the application cost by 80% for car rental for 2 months
Vazhnina Svetlana
Founder of digital agency WEB ALTERNATIVE
Content
Audit
Setting
Results
The head of Glavprokat 56 contacted the WEB buy phone number list ALTERNATIVE agency . The company rents cars of various classes - from budget to premium segment, in Ufa and Orenburg.
Most often, cars are rented for business trips, short trips - the rental period is not less than a day. Sometimes renting is more profitable than a taxi, for example, for a company of four people. The most popular cars for rent: Lada Granta, Datsun On-Do, Nissan Almera, rental cost from 1500 rubles.
The main problem of the customer is that the price of the application from contextual advertising is higher than the rental cost. Advertising is unprofitable, and there are not enough leads from free channels.
In this case study, we will tell you how we managed to reduce the cost of a lead by 78% and increase the number of requests by 5 times.
Audit
At the start of work, we always conduct an audit of current advertising campaigns and make a preliminary forecast of the profitability of contextual advertising. This way we understand whether we can improve the results or whether the client would be better off investing the advertising budget in another promotion channel.
We found several errors in the settings in the advertising campaigns of Glavprokata 56. For example, incorrectly configured goals - it was impossible to calculate the conversion.
There were two conversion goals in the analytics system:
Submitting a form from the site.
A phone call.
Previously, the customer did not use call tracking, so the statistics included clicks on the phone number, not real calls, so it is impossible to calculate how many calls were brought by contextual advertising.
The customer named the cost of a lead in the most popular segment of economy class cars - 2504 rubles, while such a car can be rented for 1700-2500 rubles per day. Advertising will not pay off.
Statistics for January, without call tracking
Conversion cost for January, without call tracking
We connected Callibri to track the actual number of calls to the company.
Statistics for April, with Callibri call tracking
Thanks to call tracking, we were able to assess the number of non-targeted calls and adjusted campaigns to reduce such requests.
We also listened to all the calls and found out which cars were in high demand even without advertising activities - requests for economy class cars came from free channels, so we practically did not advertise this segment.
We were confident that we could significantly improve our current results and receive more applications at a lower cost.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
Setting
As we found out, economy and comfort class cars practically do not need advertising - there is always a steady demand for them. We set up displays of such ads only for general queries, for example, "Car rental" and "Car rental".
We focused on premium cars, created new advertising campaigns, and rebuilt the structure and semantic core:
Structure of the semantic core
1. We worked on negative keywords — we added an impressive list of those that brought in non-targeted queries and removed impressions on ineffective YAN sites that “eat up” the budget. For example, mobile games on Android, where 99% of clicks are random clicks by players.
This way we significantly reduced the budget expenditure on the project and were able to test additional Yandex.Direct tools.
2. Then we rebuilt the advertising campaigns and rewrote the ads. We put the daily car rental cost in the headlines to immediately exclude non-target users who plan to rent a cheaper car.
3. Created separate groups for business and premium class car models, wrote personalized ads, and added relevant photos to them.
Screenshot of the Report Wizard. Comparison of March with January
For the campaigns, Callibri replacement numbers were connected for Ufa and Orenburg in order to track two different channels.
Results
Call tracking data for April showed real results in terms of conversion and cost per lead — a lead from an ad cost 762 rubles instead of 2,504, as stated by the customer. And this result can still be improved.