Reduce your advertising budget by 80% and get 3 times more leads: the experience of Silver Group
Posted: Wed Dec 04, 2024 5:53 am
If a company does not keep track of traffic, then it becomes impossible to track the effectiveness of attraction channels. And then the sales department can rest on the laurels of its own merits as much as it wants. You can continue to put up with this, or you can collect detailed statistics and prove that the lion's share of traffic comes from the online environment. Darya Protasova, senior marketer at Silver Group, spoke about how to do this. She shared her case at the digital party MeetUp.Chelyabinsk .
About the company
GC "Silver" is an international network of dealership auto centers. It consists of 14 dealership centers in 5 cities of Russia and Kazakhstan. GC "Silver" has been present on the market for more than 20 years.
To attract clients, Silver Group used all available channels of attraction in the online and offline environment:
contextual advertising;
target;
outdoor advertising;
TV;
radio.
With the help of these channels afghanistan phone number resource Silver Group received 1000-2000 leads per month.
The sales funnel was taken into account in 1C and looked like this:
We encountered a problem
Despite all the efforts of the marketing department, colleagues at the sites firmly believed that customers come to dealerships only "on foot" and nothing else. But it was impossible to confirm or refute this hypothesis - the Silver network did not evaluate the effectiveness of different attraction channels.
How to understand where your clients come from
Silver Group realized that it was necessary to set up proper traffic accounting. This is the only way to find out how many requests a group of companies receives, where they come from and for which brands. This problem can be solved with the help of end-to-end analytics . The tool allows you to collect all the necessary statistics - budgets, impressions, clicks, calls, transactions, revenue - and helps analyze traffic sources. And this is exactly what Silver Group needed in this situation.
Based on the data obtained, marketers wanted to optimize advertising campaigns and redistribute the budget to more effective channels. Due to this, Silver Group planned to get a traffic increase of at least 20%.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
Read more
What did they do?
We established end-to-end analytics and linked all advertising campaigns and communication channels with Calltouch.
We introduced KPIs for the number and cost of leads.
We started tracking basic performance metrics.
We looked at the number of leads generated, their quality and the type of lead (call, application, chat).
End-to-end analytics reveals the truth about the effectiveness of acquisition channels
The main insight from the implementation of end-to-end analytics in the Silver Group is that offline communications do not directly generate requests, which means the group of companies’ budget is spent inefficiently.
On the other hand, digital communication demonstrates excellent results. It turned out that the dealership network receives 50-60% more calls and applications than foot traffic.
Here it is - a refutation of the hypothesis that clients come to dealerships only on foot.
How to find out where calls are coming from
If targeted calls to a company are more of a trend than an accident, then it is necessary to understand where they come from. Having this information will allow you to work out a promotion strategy: turn off ineffective attraction channels, redistribute the budget and direct it to effective channels, and also improve them.
To obtain detailed statistics on calls, Silver Group connected Calltouch Call Tracking . The service allows you to track which platform is most effective, which advertising campaign brought a specific client, and also determines the uniqueness of the lead - whether he or she has contacted the company before.
Call tracking
Track call sources from ads to evaluate them
Invest in the advertising that brings in clients. Listen to calls and improve the work of managers.
Go to
How to use the information you receive to achieve the desired results
The first thing that comes to mind is that the budget needs to be redistributed and directed to the most effective attraction channels. Therefore, the budget for offline channels was reduced by 80%, and the budget for online channels was redistributed depending on the effectiveness of each. By disabling ineffective advertising campaigns, it was possible to save another 30% of the budget.
To make online communication as effective as possible, Silver Group began to work closely on the relevance of information and content in the online space.
Changes were also made to the sales funnel. Now incoming traffic is divided into categories:
primary/secondary - pedestrians,
calls to the contact center - calls,
online requests - applications and chats.
Pedestrians have become one of the categories of traffic, which could not but please the marketers of the group of companies.
Results
With the introduction of full-fledged traffic accounting in the Silver Group, it was found that it is x3 of the current positions. Instead of 1000-2000 leads, the group of companies now takes into account 6000 leads per month;
Reduced offline advertising costs by 80%;
Redistributed budgets in the online environment between brands and channels;
Reduced digital costs by 30%;
We found out that 90% of traffic from mapping services goes to service departments.
Conclusions
There are 2 key points that we learned from our own experience at Silver Group:
You can't go anywhere without analytics. Correctly configured traffic tracking + competent analytics = success in creating a marketing strategy.
You can think whatever you want about your marketing strategy, but only the numbers will tell you the truth.
About the company
GC "Silver" is an international network of dealership auto centers. It consists of 14 dealership centers in 5 cities of Russia and Kazakhstan. GC "Silver" has been present on the market for more than 20 years.
To attract clients, Silver Group used all available channels of attraction in the online and offline environment:
contextual advertising;
target;
outdoor advertising;
TV;
radio.
With the help of these channels afghanistan phone number resource Silver Group received 1000-2000 leads per month.
The sales funnel was taken into account in 1C and looked like this:
We encountered a problem
Despite all the efforts of the marketing department, colleagues at the sites firmly believed that customers come to dealerships only "on foot" and nothing else. But it was impossible to confirm or refute this hypothesis - the Silver network did not evaluate the effectiveness of different attraction channels.
How to understand where your clients come from
Silver Group realized that it was necessary to set up proper traffic accounting. This is the only way to find out how many requests a group of companies receives, where they come from and for which brands. This problem can be solved with the help of end-to-end analytics . The tool allows you to collect all the necessary statistics - budgets, impressions, clicks, calls, transactions, revenue - and helps analyze traffic sources. And this is exactly what Silver Group needed in this situation.
Based on the data obtained, marketers wanted to optimize advertising campaigns and redistribute the budget to more effective channels. Due to this, Silver Group planned to get a traffic increase of at least 20%.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
Read more
What did they do?
We established end-to-end analytics and linked all advertising campaigns and communication channels with Calltouch.
We introduced KPIs for the number and cost of leads.
We started tracking basic performance metrics.
We looked at the number of leads generated, their quality and the type of lead (call, application, chat).
End-to-end analytics reveals the truth about the effectiveness of acquisition channels
The main insight from the implementation of end-to-end analytics in the Silver Group is that offline communications do not directly generate requests, which means the group of companies’ budget is spent inefficiently.
On the other hand, digital communication demonstrates excellent results. It turned out that the dealership network receives 50-60% more calls and applications than foot traffic.
Here it is - a refutation of the hypothesis that clients come to dealerships only on foot.
How to find out where calls are coming from
If targeted calls to a company are more of a trend than an accident, then it is necessary to understand where they come from. Having this information will allow you to work out a promotion strategy: turn off ineffective attraction channels, redistribute the budget and direct it to effective channels, and also improve them.
To obtain detailed statistics on calls, Silver Group connected Calltouch Call Tracking . The service allows you to track which platform is most effective, which advertising campaign brought a specific client, and also determines the uniqueness of the lead - whether he or she has contacted the company before.
Call tracking
Track call sources from ads to evaluate them
Invest in the advertising that brings in clients. Listen to calls and improve the work of managers.
Go to
How to use the information you receive to achieve the desired results
The first thing that comes to mind is that the budget needs to be redistributed and directed to the most effective attraction channels. Therefore, the budget for offline channels was reduced by 80%, and the budget for online channels was redistributed depending on the effectiveness of each. By disabling ineffective advertising campaigns, it was possible to save another 30% of the budget.
To make online communication as effective as possible, Silver Group began to work closely on the relevance of information and content in the online space.
Changes were also made to the sales funnel. Now incoming traffic is divided into categories:
primary/secondary - pedestrians,
calls to the contact center - calls,
online requests - applications and chats.
Pedestrians have become one of the categories of traffic, which could not but please the marketers of the group of companies.
Results
With the introduction of full-fledged traffic accounting in the Silver Group, it was found that it is x3 of the current positions. Instead of 1000-2000 leads, the group of companies now takes into account 6000 leads per month;
Reduced offline advertising costs by 80%;
Redistributed budgets in the online environment between brands and channels;
Reduced digital costs by 30%;
We found out that 90% of traffic from mapping services goes to service departments.
Conclusions
There are 2 key points that we learned from our own experience at Silver Group:
You can't go anywhere without analytics. Correctly configured traffic tracking + competent analytics = success in creating a marketing strategy.
You can think whatever you want about your marketing strategy, but only the numbers will tell you the truth.