The case of 2022: "3D eco-leather mats in the car salon"
The cost of the lead in the test period is 1,38$ and the payback of advertising (ROI) is more than 500%
In this case, I will tell you how in the first two weeks of tests, with a budget of 470$, we made a net profit of 2660$ and, most importantly, identified the optimal bundles for scaling advertising.
The advertising company was in rubles, but for your convenience I converted it into dollars (the rate was 75 rubles for one dollar)
The advertising company was in rubles, but for your convenience I converted it into dollars (the rate was 75 rubles for one dollar)
Customer: PREMIUM 3D FLOOR MATS FOR CARS
"bravo_car.ru"
"bravo_car.ru"
TASKS
1
Conduct a test rc, get the first digits and find the optimal bundles
2
Optimize advertising and continue further scaling
3
Conduct an audit of the profile and make recommendations for improvement
TARGET AUDIENCE
The main target audience is men, mostly 27-50 years old, who have a car. GEO - all of Russia. But here it was more important to find out the pain of the audience and the motives of the purchase, as well as to identify objections.
ОФФЕРЫ
Based on the identified pains and needs, several offers for advertising were formed:
1) Comfort and luxury
2) Protection of the interior and native carpet
3) Direct offer - advertising of mats
4) Dirt in the car interior
1) Comfort and luxury
2) Protection of the interior and native carpet
3) Direct offer - advertising of mats
4) Dirt in the car interior
RESULTS OF THE TEST
It was important to test the demand in different cities, so 3 different advertising campaigns were made:
✓ The city where the production itself is located (Novosibirsk)
✓ Large cities (from 1 million inhabitants)
✓ Small cities (up to 1 million inhabitants)
The ads for Novosibirsk emphasized that you can come to the production itself and discuss all the details, so here the conversion from lead to sale was the highest.
Small towns also shot very well, because the competition there is minimal and people willingly ordered delivery.
As you can see, the RC for Novosibirsk and small towns gave a payback of 1000%.
But the big cities did not shoot at all like that. More than one order.
All this is most likely due to the great competition. These cities have their own manufacturers of 3D mats. Here we need more tests to identify optimal bundles that work in plus.
✓ The city where the production itself is located (Novosibirsk)
✓ Large cities (from 1 million inhabitants)
✓ Small cities (up to 1 million inhabitants)
The ads for Novosibirsk emphasized that you can come to the production itself and discuss all the details, so here the conversion from lead to sale was the highest.
Small towns also shot very well, because the competition there is minimal and people willingly ordered delivery.
As you can see, the RC for Novosibirsk and small towns gave a payback of 1000%.
But the big cities did not shoot at all like that. More than one order.
All this is most likely due to the great competition. These cities have their own manufacturers of 3D mats. Here we need more tests to identify optimal bundles that work in plus.
The ads used:
Placement: Instagram feed, carousel
Promotional materials: photos / videos
The purpose of rc is to send messages to the directory
7 creatives with photos and 4 videos were tested.
Placement: Instagram feed, carousel
Promotional materials: photos / videos
The purpose of rc is to send messages to the directory
7 creatives with photos and 4 videos were tested.
THE BEST CREATIVES (photo/video)
In addition to advertising, feedback was given on improving the Instagram profile and recommendations on content, ideas for headings and engagement.
Below is some of the information in the form of screenshots (unfortunately in Russian)↓↓↓
Below is some of the information in the form of screenshots (unfortunately in Russian)↓↓↓
RESULT
470$
Budget of the test
1,38$
Average lead cost
2660$
Net profit
576%
ROI
After conducting a successful test rc, we began to scale in those cities where there are sales (Novosibirsk and cities with up to 1 million inhabitants).
Nevertheless, large cities, from 1 million residents, continued advertising. We just changed the strategy + shot a lot of good material for creatives and content.
We also connected retargeting and, more importantly, started testing direct advertising to the site using a pixel and events. So we collected a database of people for certain events and created a lookalike audience for a more accurate target.
Nevertheless, large cities, from 1 million residents, continued advertising. We just changed the strategy + shot a lot of good material for creatives and content.
We also connected retargeting and, more importantly, started testing direct advertising to the site using a pixel and events. So we collected a database of people for certain events and created a lookalike audience for a more accurate target.
Well, that's it!
Thank you for reading this case!
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