Alfa Diamant is the official Mitsubishi Motors dealer in Kharkiv. This concept showroom offers the following services:
- purchase of a car with a 5-year warranty;
- assistance with obtaining a car loan/installment plan;
- sign up for a test drive;
- registration of the Trade-in program;
- a certified service center where you can undergo scheduled maintenance and purchase accessories, spare parts, and additional equipment at competitive prices.
- Increase the recognition of the Alfa-Diamant car dealership;
- Increase website traffic;
- Create a sales funnel for potential buyers and warm them up before purchasing;
- Increase the number of conversions on the website monthly;
- Reduce the cost per conversion whenever possible.
1. Since there are two Mitsubishi dealerships in Kharkiv: Solly Plus and Alfa Diamant, customers have the option of choosing either dealership. Therefore, we need to convince potential buyers that they need to choose the right dealership, and that, according to target audience research, buyers value quality and comfort. Therefore, the key message should be that they will have a more enjoyable shopping experience at Alfa Diamant.
2. Since the decision-making process for a car purchase can take months, we must constantly engage new audiences in the sales funnel and maintain the interest of existing users. Furthermore, offers and creatives must be tailored to each audience and updated regularly, depending on demand and season.
3. Before starting the partnership, the car dealership used contextual advertising, but not all goals were set up correctly. Therefore, the main task during the launch phase was setting up goals in Google Analytics to obtain accurate data on advertising results.
We began preparing to launch traffic to the site after its release. During this period, we began setting up tracking for all target actions (conversions) on the site.
Using Google Tag Manager, we implemented Facebook Pixel and set up tracking for key conversions, namely:
All data was recorded by Facebook Pixel and transmitted directly to Google Analytics.
During the first interaction with the site, 72.3% users convert, some (4%) convert in the period from 2 to 4 weeks, 11% users in the period from 31 to 90 days.
For an automotive-themed project, it's important to regularly update image and sales creatives for the entire vehicle line.
Otherwise, the frequency of impressions will increase with each period, and users will become bored (they'll stop responding to the ads altogether because they'll become boring). To convey the emotion and character of each car, we developed branded banners in different colors and for each season, using official dynamic videos.
The official importer provides new offers monthly, for which we have developed sales banners and animations.
While working on the project, we noted that:
— For initial brand interaction, it's best to launch promotional videos and banners. These users will be able to see your product line and competitive advantages. Retargeting should be launched for audiences who interact with and view videos of varying lengths;
We segmented our model range based on audience interests and key competitors. For example, SUVs with increased off-road capability for suburban residents, crossovers for city dwellers, and cars with enhanced safety for parents. We communicated the advantages of the models to this audience, highlighting special offers and benefits.
— We launched offers on loans, car price reductions, and other topics for retargeting audiences and those interacting with the website.
— We launched offers for maintenance, spare parts, and auto components to customers who submitted requests.
In this way, we guided potential clients through all stages of the sales funnel: from the initial contact and brand awareness to the conversion stage (downloading a PDF brochure, scheduling a test drive). Visual advertising was carefully developed for all offers.
Our goal was to increase recognition for the Alfa Diamant showroom, as Kharkiv is home to several official Mitsubishi Motors distributors in Ukraine. Therefore, we needed to increase traffic by increasing website traffic and boosting visits to the concept car showroom.
To attract attention, we interacted with:
When working with target segments, it is worth noting:
— an audience with the interests of competitors responds best to offers:
— new (updated) prices for cars;
— suggestions for maintenance (oil and component changes);
— while advertising on these offers is running, conversions on the site increase by 32;
— “similar” audiences and customer bases respond best to offers:
— discounts on maintenance, promotions on spare parts;
— We regularly work with our website and social media audiences. The most conversions were achieved from offers:
- for lending.
Depending on the season and the situation in the region/country, it is necessary to quickly think through and implement modern innovative solutions.
When the country unexpectedly went into lockdown, all physical locations were closed, and we needed to retain our customers and increase awareness. At that point, the dealership went online. We launched additional advertising campaigns to notify customers about the dealership's online presence.
At this point, all users could sign up for a test drive online and view all current cars and available trim levels via video link with a dealership manager.
Website conversions during the quarantine period (January 1 – March 31, 2021) increased by 159,421 TP3T. PDF brochure downloads increased by 53,521 TP3T, and online test drive bookings increased by 5,001 TP3T.
Analyzing user activity on the website, we see that 34,43% leave a request for a test drive, and 23,16% can leave a request for a call back to the Alfa Diamant showroom and ask a manager all relevant questions.
On January 5, Binotel added a callback widget to its website. Visitors could now submit a request, and a dealership operator would contact them within 30 seconds. Previously, users could click on a phone number but not initiate a call. With the callback widget, dealership managers always contact potential customers at a convenient day and time. Customer data is preserved, and the status of their request can be tracked.
We launched new advertising campaigns optimized for VKontakte. This increased calls to the car dealership by 23,16%.
In Ukraine, specifically in the Kharkiv region, there are several official Mitsubishi Motors distributors, so the first step was to launch a brand campaign in the advertising account, as users familiar with Mitsubishi are more likely to complete a targeted action on the website, as well as schedule a test drive or service, than those less familiar with the brand.
But don't forget that direct competitors also rely on branded searches—this means Alfa Diamant's website will appear below the ad results, potentially leading to a loss of potential customers.
The main goal of this type of campaign is to buy the maximum number of impressions. To monitor this metric, we use the auction statistics report.
We focus primarily on the "Percentage of Impressions Received" metric, as this shows the percentage of impressions we don't buy. We then begin to analyze the "Percentage of Lost Impressions" metric and make adjustments based on the cause of the traffic loss.
Our second key metric is "Top impression share," which shows how many impressions we've purchased in the top position of Google's ad results. To improve this metric, we edit our ads to enhance their quality.
In June 2020, a new advertising campaign type, Discovery, became available to all Google Ads advertisers. This type of advertising helps connect with potential customers when they watch or read engaging content online that matches their interests.
Discovery ads are shown on the following platforms:
— in the Google recommendations feed;
— in the “Promotions” and “Social Networks” tabs in Gmail;
— on the YouTube main page;
— in the YouTube recommended videos section.
These platforms allow you to reach a larger number of potential customers.
To launch the ad, several ads were created in the following formats:
— Discovery carousel ad (Fig. 1)
— Discovery announcement (Fig. 2)
Despite the low cost, the campaign delivered excellent results—the cost per conversion was 50,61% lower than the branded campaign. Initially, the ads only featured branded ads for car models. Later, they began adding various unique offers to display a wider range of offers to users.
It's worth noting that more than 70% users sign up for a test drive on their first visit to the site, while the remaining 30% audiences research and analyze other car dealerships or car brands.
To avoid losing user data, we display ads with attractive offers to remarketing audiences, such as:
— benefit up to 70,000 UAH.
— car installment plans, where one of the main attributes in the ad is the monthly payment amount.
In addition to remarketing audiences, it's important to attract new users. To do this, we use targeting of competitors' website visitors and keywords in the GDN campaign. Since they are already searching for cars, it's important to attract them with competitive prices and the features offered by the Alfa Diamant concept car dealership. For this segment, we used a responsive banner for each car model, with descriptions highlighting the unique features of the vehicles.
During the work, different types of offers for different models were launched.
The banners were updated according to the following strategy:
- when the price of the car changes;
- when changing the benefit for a car;
- new promotion;
- installment plan.
The graph shows that each offer can yield different results. For example, the offer "Benefit on ASX" received 74% more conversions than "Benefit on Outlander.".
Therefore, we recommend testing different offers with different products, services, etc.
Before you begin, you'll need to install analytics (Facebook Pixel and Google Analytics) and set up tracking of all user actions on your website.
For each model, it is worth developing several sets of banners/videos in a sales and image-building style.
When launching contextual and targeted advertising, you should target new audiences to regularly reach new users. Don't forget about retargeting audiences and constantly engage with them, showing them attractive offers. By updating creatives, we build brand awareness and loyalty. Updates are also necessary to prevent users from becoming bored by constantly seeing the same ads.
The main signs of audience burnout are:
- Decrease in CTR
- Reduced number of clicks
- Reduction in the number of impressions
- Decrease in conversions
- Increase in cost per click
- Increase in cost per conversion
Additionally, integrate new tracking tools, such as callback widgets. This way, users can choose the most convenient method for contacting the dealership. During periods of change (quarantine, temporary closure of the dealership), it's essential to quickly develop an innovative offer that will make things easier for potential customers. Don't waste time and alert your audience by running ads. This way, you can increase website conversions, prevent audience loss, and maintain interest until you schedule a test drive or purchase a car. The more channels you use to engage your audience, the greater the chances of brand recognition and website conversions.
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Main works:
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*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
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