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lead generation for a car dealership KIA

How to reduce the cost of an application for the purchase of a KIA car to $ 1,4 under quarantine conditions
Google Analytics
The audit revealed a lack of analytics for incoming traffic. There were also questions about spending money on advertising sources. The advertising budget of Yandex.Direct is 10 times larger than Google Ads for no apparent reason.
Google ADS
Preparation
The audit revealed a lack of analytics for incoming traffic. Without analytics, you pay for a pig in a poke without knowing what works and what doesn't. Budgets are spent irrationally. End-to-end analytics is a mandatory attribute of effective advertising and targeted spending - and this was not the case in this campaign.
Solution
It was decided that we would take on Google Ads, the Yandex Direct contractor continues to work, and together we are implementing end-to-end analytics. Each in their own channel to attract traffic.
There were also questions about spending money on advertising sources. The advertising budget of Yandex.Direct is 10 times larger than Google Ads for no apparent reason.
An audit of advertising campaigns in Yandex Direct showed that advertising campaigns were set up with high quality, with one moment that calls from the site were not tracked and were not transmitted back to Yandex Direct, which made it impossible to draw conclusions about the effectiveness of advertising campaigns.
Google Ads audit showed that advertising campaigns need to be improved.
Implementation of end-to-end analytics
To digitize all incoming traffic and telephony analytics, we chose the Comagic service.
Setting up Google Ads
An advertising campaign has been set up for thematic queries and the most popular models. they have the most competition in Google.Ads.
Result
  • For the month of February 2020, we spent a budget of 74,818 rubles (little bit more than 1000$)
  • 185 applications were received
  • Incoming calls 60 pcs.
  • Applications from the site 56 pcs.
  • Calls from Google Business cards 71 pcs
  • The average cost of the application was 404 rubles (6$)
For the month of March 2020, we spent a budget of 86,755.25 rubles (about 1300$)
316 applications were received
Incoming calls 119 pcs.
Applications from the site 98 pcs.
Calls from Google Business Cards 99 pcs.
The average cost of the application was 274.5 rubles (4$)
Supplement for April 1-20, 2020
136 applications were received
Incoming calls 48 pcs.
Applications from the site 37 pcs.
Calls from Google Business Cards 51 pcs.
The average cost of the application was 95.28 rubles (1,5$)