Showing the client that the marketing budget is not wasted: a case of a construction laboratory
Posted: Mon Dec 23, 2024 8:51 am
Yulia Samorodova, Partner Relations Specialist, CoMagic
I often hear from representatives of small and medium businesses that call tracking and end-to-end analytics are something very complicated and beyond their means. As if this is for large companies that can afford expensive services. But smaller businesses don’t need it — they advertise, leads come from somewhere, and so what.
I will try to dispel this myth. And show that even small companies need to analyze the effectiveness of advertising in order not to waste marketing budgets. Call tracking and end-to-end analytics will help save the company money.
Here's a good example. Advertising agency Optim Pro telegram china phone number worked with the construction laboratory "Micro". The client was engaged in technical inspection of real estate objects, testing of structures and building materials. Optim Pro set up contextual advertising and brought in requests to the company.
Leads were coming in regularly, but it was unclear where exactly they were coming from. When the client thought about optimizing the advertising budget, it turned out to be difficult to do so — there was not enough data for analysis. The client demanded a report on the number of leads attracted from each marketing channel.
Later, call tracking helped to understand where the company was receiving requests from. It showed how the advertising source was working off the money invested in it and how many leads it was bringing. The agency had already solved a similar problem for another client using CoMagic call tracking. That is why they decided to use this service now.
I will tell you in more detail what Optim Pro specialists did to solve the client’s problems.
Set up data transfer from advertising and analytical systems
Content
Set up data transfer from advertising and analytical systems
How the data was analyzed
How to Reduce Lead Costs
What results have been achieved in the first month of work?
Results
The agency places ads in Yandex.Direct and Google Ads. We integrated with CoMagic to transfer the full structure of advertising campaigns and their expenses to the CoMagic personal account. We collected all the data in one report.
Optim Pro specialists were more accustomed to working with statistics on requests in Yandex.Metrica and Universal Analytics. Integration with analytical systems helped to transfer information on the number/cost of leads and requests to them. We were able to process data in a familiar interface.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
How the data was analyzed
Most of the inquiries to the company came by phone. But before connecting CoMagic, the calls were not tracked in any way. The client saw this and asked himself questions: were the inquiries coming from advertising? Or did these people find out the company's number from friends / colleagues? Should I pay an advertising agency for such leads? They only kept track of requests that came from the callback service on the website. But this was a drop in the ocean, and it was impossible to assess the real effectiveness of advertising channels based on such data.
With the help of call tracking, we were able to obtain statistics on all incoming leads - calls and requests from the site. Now it was clear: these promotion channels attract a lot of requests and pay off the investments, and the rest are wasting the marketing budget and it is better to turn them off.
The logic of assessing the profitability of advertising was as follows. Initially, we assessed the cost of a lead by channel, then looked at campaigns, groups and keywords. Based on the specified KPI, we determined the most effective areas and focused on them.
How to Reduce Lead Costs
We left only the ads that showed the best performance in Google - for branded queries "Micro construction laboratory", "Micro concrete expertise", etc.
We identified a number of queries with a very high cost per lead — “non-destructive testing laboratory,” “house inspection,” etc. We disabled such queries or lowered the bids for them. We redistributed the budget in favor of more converting queries and abandoned keywords with low conversion.
We disabled queries that did not generate leads - "soil compaction", "soil laboratory" and others. We saved part of the advertising budget.
We worked through the negative words that people used to search for information on this topic, studied something, but did not contact the company. For example, for the client's new area - recognizing non-residential premises as residential - we disabled the following negative words: "types", "methods", "ways", "law". We reduced the cost of the lead.
Taking into account the specifics of the client’s business, the rates were adjusted:
for mobile devices: minus 30% . The site navigation is not adapted for mobile devices, so the conversion was low;
for women over 45: minus 80% . This audience almost never used the company's services. We decided to reduce the number of ads shown for this category.
We worked on new landing pages and changed the structure of the site. We combined a number of similar pages, such as the pages "concrete testing" and "concrete expertise", "building inspection" and "building expertise". We simplified navigation and increased conversion for a number of queries and for the site as a whole.
What results have been achieved in the first month of work?
Number of requests: plus 143% .
Cost per lead: minus 35% .
I often hear from representatives of small and medium businesses that call tracking and end-to-end analytics are something very complicated and beyond their means. As if this is for large companies that can afford expensive services. But smaller businesses don’t need it — they advertise, leads come from somewhere, and so what.
I will try to dispel this myth. And show that even small companies need to analyze the effectiveness of advertising in order not to waste marketing budgets. Call tracking and end-to-end analytics will help save the company money.
Here's a good example. Advertising agency Optim Pro telegram china phone number worked with the construction laboratory "Micro". The client was engaged in technical inspection of real estate objects, testing of structures and building materials. Optim Pro set up contextual advertising and brought in requests to the company.
Leads were coming in regularly, but it was unclear where exactly they were coming from. When the client thought about optimizing the advertising budget, it turned out to be difficult to do so — there was not enough data for analysis. The client demanded a report on the number of leads attracted from each marketing channel.
Later, call tracking helped to understand where the company was receiving requests from. It showed how the advertising source was working off the money invested in it and how many leads it was bringing. The agency had already solved a similar problem for another client using CoMagic call tracking. That is why they decided to use this service now.
I will tell you in more detail what Optim Pro specialists did to solve the client’s problems.
Set up data transfer from advertising and analytical systems
Content
Set up data transfer from advertising and analytical systems
How the data was analyzed
How to Reduce Lead Costs
What results have been achieved in the first month of work?
Results
The agency places ads in Yandex.Direct and Google Ads. We integrated with CoMagic to transfer the full structure of advertising campaigns and their expenses to the CoMagic personal account. We collected all the data in one report.
Optim Pro specialists were more accustomed to working with statistics on requests in Yandex.Metrica and Universal Analytics. Integration with analytical systems helped to transfer information on the number/cost of leads and requests to them. We were able to process data in a familiar interface.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
How the data was analyzed
Most of the inquiries to the company came by phone. But before connecting CoMagic, the calls were not tracked in any way. The client saw this and asked himself questions: were the inquiries coming from advertising? Or did these people find out the company's number from friends / colleagues? Should I pay an advertising agency for such leads? They only kept track of requests that came from the callback service on the website. But this was a drop in the ocean, and it was impossible to assess the real effectiveness of advertising channels based on such data.
With the help of call tracking, we were able to obtain statistics on all incoming leads - calls and requests from the site. Now it was clear: these promotion channels attract a lot of requests and pay off the investments, and the rest are wasting the marketing budget and it is better to turn them off.
The logic of assessing the profitability of advertising was as follows. Initially, we assessed the cost of a lead by channel, then looked at campaigns, groups and keywords. Based on the specified KPI, we determined the most effective areas and focused on them.
How to Reduce Lead Costs
We left only the ads that showed the best performance in Google - for branded queries "Micro construction laboratory", "Micro concrete expertise", etc.
We identified a number of queries with a very high cost per lead — “non-destructive testing laboratory,” “house inspection,” etc. We disabled such queries or lowered the bids for them. We redistributed the budget in favor of more converting queries and abandoned keywords with low conversion.
We disabled queries that did not generate leads - "soil compaction", "soil laboratory" and others. We saved part of the advertising budget.
We worked through the negative words that people used to search for information on this topic, studied something, but did not contact the company. For example, for the client's new area - recognizing non-residential premises as residential - we disabled the following negative words: "types", "methods", "ways", "law". We reduced the cost of the lead.
Taking into account the specifics of the client’s business, the rates were adjusted:
for mobile devices: minus 30% . The site navigation is not adapted for mobile devices, so the conversion was low;
for women over 45: minus 80% . This audience almost never used the company's services. We decided to reduce the number of ads shown for this category.
We worked on new landing pages and changed the structure of the site. We combined a number of similar pages, such as the pages "concrete testing" and "concrete expertise", "building inspection" and "building expertise". We simplified navigation and increased conversion for a number of queries and for the site as a whole.
What results have been achieved in the first month of work?
Number of requests: plus 143% .
Cost per lead: minus 35% .