Promotion of a car delivery company from Korea: how to get leads worth up to $3?

Developing an SMM strategy

We were contacted by a company that specializes in bringing cars to order and to the showroom from Korea. Previously, our client received most of its customers through brand strength and word of mouth. They did not use paid advertising. We signed an NDA with the client, so we won't disclose their names or the name of the channel.

2 091 $

advertising campaign budget

1 134

of attracted leads

1,55 $

average lead price

Details

GEO

Odesa, Ukraine

Target audience

men, 28-38 years old, who are interested in new and inexpensive cars

Niche

Cars

Due to the development of the market and the emergence of small competitors (those who customize cars and charge a smaller percentage for the work), the company thought about strengthening its position with the help of online marketing tools. At the assessment stage, we proposed to approach the task comprehensively – to evaluate the sources separately and conduct a marketing analysis.

The task

Client: car delivery company
Service: delivery or sale of cars in the showroom
GEO: Odesa
Goal: more than 600 new leads per month
Traffic: to the site – conversion to consultation/showing
Conversion price: up to $5
Duration of work: 3 months
Target audience: men, 28–38 years old

Work progress

Comprehensive niche analysis and preparation for advertising activities

We analyzed the needs and behavior of the target audience (men aged 28-38). We created unique selling propositions (USPs) for each business line: custom car delivery and car sales in the showroom. Determined the company's market positioning and developed a promotion strategy for each channel, including Facebook, YouTube, Google, and TikTok. Prepared solutions for analyzing and evaluating the results of advertising campaigns.

Select traffic channels and set up ads

The focus was on Facebook as the main source of traffic, with the possibility of further expansion to other platforms (YouTube, Google, TikTok). We set up targeting for Facebook audiences, dividing them by industry, interests, and behavior. For each audience, we developed and tested different types of advertising calls aimed at obtaining phone numbers and visiting the salon.

Launch and manage advertising campaigns

We launched advertising campaigns in several advertising rooms due to technical reasons, which required more time to train the algorithms. In the process, we adjusted targeting, tested creatives and optimized ad campaigns to achieve better performance. We introduced the use of look-alike audiences after the initial audience warm-up, which significantly improved results.

Monitoring and adjusting campaigns

We regularly tracked the dynamics of spending, the number of leads and their cost, which allowed us to identify the most effective audiences and creatives. We disabled ineffective audiences and reallocated budgets to more effective campaigns. We analyzed data on the results of work in several advertising accounts and, based on this, proposed further optimization steps.

Implementation of a project to bring a car from Korea

For companies that are just starting to promote themselves on the Internet, we offer a service of comprehensive niche analysis and preparation for advertising activity. It includes:

– analysis of the needs and behavior of the target audience;
– development of USPs for each of the business services;
– market positioning;
– evaluation and promotion strategy for each channel;
– solutions for analyzing the results.

The client was offered several traffic sources for consideration:

Facebook.

From Facebook, traffic can be directed to specific landing pages of the site, where conversion from a visitor to a lead takes place. We suggested targeting the following audiences:

1) Jobseekers.
Size – 56700 users

2) Real estate narrowed down to “yachting + yacht club”
Size – 304000 users

3) Developers narrowed down to “frequent travelers”
Size – 488300 users

4) Marketing narrowed to “frequent travelers”
Size – 472700 users

YouTube and Google

We suggested setting up YouTube targeting for this project based on the following criteria

– placements (car enthusiast blogs, car reviews, how to choose a car, etc.)

– key queries (by general, brand, etc.)

– topics (for car enthusiasts)

– by audience (special audiences, mixed audiences, interested buyers)

Additionally

Relevantly connect a remarketing campaign on YouTube, search, and contextual media networks. They will work based on the segments of users who interacted with the website and YouTube channel.
Advertising campaign in Discovery. It will allow you to show ads on Youtube and Google services. Local and smart campaigns will also be launched.
Launch campaigns with dynamic remarketing.

TikTok

A good solution for this platform is to simultaneously launch testing of audiences by interest: cars, sports, and technology at the ad group level. After collecting the look-alike audience for clicks, it will be more targeted.

We also recommended testing the launch on Marquiz with a lead magnet (for example, a limited-time discount or an invitation to a test drive). TikTok is usually good at engaging and shows good results in terms of conversions. The latter are of higher quality than, for example, from a lead form.

To start and evaluate the results for the first time, our client chose Facebook promotion.

Results of Facebook promotion

Key results

2 091 $

advertising campaign budget

1 134

of attracted leads

1,55 $

average lead price

We started the launch with a basic traffic source, where we used several types of advertising calls. The main goal was to get a number and a visit to the salon. For technical reasons, we had to work in different advertising rooms, which led to longer training of the algorithms.

What results did we get?

During the first period (2 months), $1,785 was spent in Ad Account #1 and 828 leads were generated at an average cost of $2.16

During the second period (from November 1, 2021, to January 14, 2022), $306 was spent in Ad Account #2 and 321 leads were generated at an average cost of $0.95

Dynamics in the advertising account #1:

November 2021 – $998 in costs / 445 leads / $2.24
December 2021 – $771 in expenses / 358 leads / $2.15

Dynamics in ad account #2:

November 2021 – $128 in costs / 48 leads / $2.67
December 2021 – $124 in expenses / 41 leads / $3.03
January 2022 – $53 expenses / 232 leads / $0.23

Also, for the period from December 22 to January 14, we spent $888 in the new advertising account, created from scratch (!), and attracted 415 leads at an average price of $2.14

Dynamics of the new advertising account:

December 22–January 11 (before the ability to create look-a-like audiences, as it was necessary to warm up the audience first) – $776 in expenses / 283 leads / $2.71
January 11–14 (after creating and using look-a-like audiences) – $122 in expenses / 132 leads / $0.92

Conclusions.

To get the most targeted lead, it takes time to train algorithms. Since the ad account was changed three times, we were only able to track audience behavior, response to creatives, and targeting effectiveness during this period of time. But even these results are important to us. Thanks to them, we managed to get the desired cost per lead.

As a result, we managed to get a stable lead price. Next, we plan to scale the result and reduce the price by identifying and disabling ineffective audiences and creatives.

To achieve better results, we also plan to

– combine the “Under the order” and “In stock” campaigns with a further reduction of the daily budget to $40/day;
– create and use video creatives in advertising;
– create and test a new message at the beginning of the correspondence;
– test lead generation through a lead form.

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