Studiul de caz numărul 4 se referă la generarea de leaduri și awareness pentru un lider din piața de automotive.
Acestea s-au rezumat la generarea de leaduri B2B pentru principalele două game de autocamioane (ce au presupus management PPC, strategie și implementare de landing page-uri), precum și campanii de awareness pentru un nou model de autocamion.
Principalele provocări care ne-au așteptat au fost restructurarea formularelor de lead pentru a capta informația minim necesară (pentru reducerea fricțiunii inițiale a userilor care provin din surse de trafic „reci”), dar și mixul audiențelor care aduc constant rezultate pentru divizia used vs. new.
Am reușit să optimizăm costul per lead pentru divizia heavy cu 61% în decursul a 8 luni.
Formularele de lead secvențiale au avut și ele un rol critic în precalificarea cererilor de ofertă.
În funcție de gradul de completare al formularelor, dar și al informațiilor selectate în drop-down, cu un custom-conversion event, am reușit să alocăm cu cel puțin 30% mai eficient bugetul pe new leads vs. recurring leads vs. leaduri de auto rulate.
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