U24

U24

U24

U24

U24

U24

U24

U24

U24

U24 is a small car shop in Moscow that helps clients with:
- Suspension repair
- Steering repairs

About company

Goal

To attract customers for free diagnostics to the shop with further sale of the repair

Gennady Isaev
Position: Targetologist, project manager
Bio: Tbilisi, 28 years old, IBS REU education (taught in English).
Experience: Worked in big 4 (EY), 6 years of experience in marketing and targeted advertising on Facebook, MT, VK, TT, LinkedIn, Snapchat.
Known clients: CDEK, City Business School, Beauty Point, SPTA, Ruslan Gafarov

Vlaskina Mari
Position: Graphic Designer
Bio: Penza, 25 years old, design education: design courses "Contented" and others, higher education: bachelor's degree in "Marketing", master's degree in "Organization Economics"
Experience: 2 years of experience in design and website creation, 4 years in marketing and sales.

We have studied the car service market in Moscow and other major cities of Russia, we have collected more than 200 creatives of our competitors. As a result, we have made recommendations to the owner of the car service about content creation process.

The client already had a complaint - Numerous requests for calculating the cost of repairs were paralyzing work of his business. This problem was solved by writing several diverse scripts that sold the idea of "coming to the salon right away". Thus, the work of the workshop stabilized, and the “conversion to sale rate” increased by 30% among all leads.

Script optimization

We did not single out specific interests, but we chose different behaviors when setting up advertising. To a greater extent, we relied on algorithms that knew better than us who was having problems with suspension (by Internet queries, searching for similar Instagram profiles or spare parts).

We used customization of advertising creatives for all available placements and set up auto-placement to maximize CPM reduction in the conditions of expensive reach in the capital.

Setting up Ad Groups

CPM reduction

First we tested the types of creatives, then the messages in them. From graphic and native layouts, native ones brought more leads. Most of the leads came from WhatsApp messenger.

Testing banners

In retargeting, we decided not to allocate segments into a separate campaign and not to create special creatives for it. We did this for rational reasons, since the campaign brought leads on WhatsApp, so it was expensive and useless to separate traffic, since the degree of customer interest would be inaccurate.

Retargeting

Successful results

During the work on the advertising campaign, we have provided a threefold return on investment and a fairly high load of the car service.

It is necessary to communicate with each audience in a language suitable for them. This also applies to advertising banners.