We were approached by a company that provides services for moving heavy loads, renting low loader trailers and transporting oversized cargo in Moscow and the nearest regions. The client came with a desire to test a new source of lead generation – contextual advertising.
Company: a motor depot, which rents out special equipment, organizes rigging, cargo transportation, cargo car service, etc.
A task: test contextual advertising on search and in networks as a new source of leads. There were no specific KPIs, since the client did not have an understanding of how many leads should be and at what price.
Lead: filling out the main form on the site, making calls and sending contact information.
Advertising systems: Google Ads and Yandex.Direct.
Region: Moscow and the Moscow region.
Period: mid May – mid July 2019.
After conducting research and testing after launch, we identified the main features of the niche:
- low-frequency queries have a fairly high conversion;
- one successful sale can provide a car fleet with work for several weeks or months;
- high level of competition;
- high CPC, for example, CPC could reach 140 rubles, and average display position and traffic volume were small.
Taking into account all the nuances, we have built the following work plan:
- Working with Analytics and Metrics: setting goals, creating calculated metrics and custom reports.
- Customize K50: Create separate events for different systems.
- Setting up call tracking: setting up the substitution of numbers on the site, divided into two categories – car service and main directions.
- Determining the main lines of business and dividing them into separate campaigns based on the client’s preferences.
- Test launch of YAN and KMS.
- Launch of a separate category for truck car service.
Advertising main directions
At the initiative of the client, we identified three main areas: rigging, transportation of oversized cargo and rental of low loaders. For each, semantics and layouts were worked out in detail. The launch of search campaigns in Yandex and Google took place on May 13, they worked on manual bidding strategies.
In the first week, we gradually increased the rates and launched campaigns for YAN. A week later, we managed to almost double the number of leads and reduce the CPL by 23%. Let’s compare the first two weeks after launch:
With a set of statistics for the entire period, we optimized and changed the rates. With the even distribution of the monthly budget, the launch of advertising in YAN, CCM and new directions, the time for monitoring and adjustment increased, so we connected the K50 service, which automatically set bids based on the set rules and conditions.
To evaluate the work of K50, let’s take two identical periods – before and after connecting the service – and compare them. For the analysis, we took only search campaigns, since YAN and KMS were launched later and adding them to this report is not representative.
Analytics statistics show that we managed to reduce the main indicators: CPL and average cost per click.
Promotion in YAN and CCM
Advertising in YAN was launched in the main directions, duplicating search campaigns. For each of the directions, we selected a separate creative and set up bidding events in K50.
YAN brought in more traffic at a lower cost and more leads compared to search advertising campaigns. However, the cost of leads in campaigns for YAN was slightly higher. Below are two screenshots with statistics for search campaigns and networks in Yandex.
Campaign statistics for YAN
Yandex.Direct search campaign statistics
A month later, we agreed and launched the KMS on Google. Below are screenshots with data on the work of campaigns in Google Ads on search and in the Display Network.
Display campaign statistics
Google search campaign statistics
It can be seen that the campaigns for the Display Network brought seven leads at a high price relative to all other campaigns in Yandex and Google – 4,716 rubles per lead. Search campaigns on Google during the same period of work brought 19 leads at 1,733 rubles. The plan for further work to optimize the CCM is to clean up inefficient sites and adjust rates for ineffective keys.
Total
Over the entire period of work – from May 13, 2019 to July 18, 2019 – we managed to achieve high results and load the client. In the main directions, the client asked to stop advertising three times.
Car service campaigns launch
One of the client’s services is a cargo car service. We were tasked with testing advertising in this direction with a budget of 30,000 rubles.
When working out the semantics, we divided the direction into three groups:
- requests for equipment repair;
- repair requests for a specific brand or model of equipment;
- requests for the repair of individual parts of equipment.
Over the entire period of the car service campaigns, we managed to get 27 leads at 1287 rubles each.
And here are the statistics of campaigns in Yandex and Google for each of the three groups.
Vehicle repair request campaigns
Campaigns for inquiries about the repair of a specific brand or model of equipment
Campaigns for requests for the repair of individual parts of equipment
Total:
- The first group worked very well; it brought in 18 leads of 911 rubles each.
- The second one also worked well, and managed to get six leads for 1292 rubles each.
- The third group did not work well, they got only three leads of 3,536 rubles each.
The plans include optimization of search advertising campaigns: cleaning search queries and adjusting bids for ineffective keywords.
Conclusion
At the beginning of the cooperation, the client had skepticism about the effectiveness of contextual advertising, which was reinforced by our lack of experience in this niche. We offered a smooth and phased launch of advertising.
Thanks to the unhurried and detailed study of advertising campaigns, we could focus on the quality of campaigns and their monitoring. Due to this, even in such a narrow topic, we managed to load the client with new orders, which already from the first leads began to pay off advertising and our work.
