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Сase study: CPL -62,5% with Facebook and Instagram ads for leading European commercial vehicles dealer
About project
Kleyn is one of the world leaders in the niche of used commercial vehicles. Based in the Netherlands, Kleyn sells used commercial vehicles and has been operating in many countries for over 90 years, with a loyal customer base and delivers worldwide.
Products
- used trucks
- trailers
- semi-trailers
- tractors
- vans
- other commercial vehicles
A regularly updated lineup that includes:
– Kleyn Trucks – 1,200 used trucks, tractors, semi-trailers and trailers.
– Kleyn Vans and Bestelbus – more than 200 used vans.
Kleyn offers vehicles of all leading brands (DAF, MAN, Volvo, Mercedes, Volkswagen, etc.) in a wide range of models, years of manufacture and price categories. Each vehicle is tested under the supervision of TÜV.
Client goals
- To increase the profitability of sales from online advertising, scale the results;
- To expand the number of traffic sources
- To organize a steady flow of applications for the purchase of commercial equipment from the website using Facebook and Instagram ads
- To test different countries to identify the most promising market
- To find a contractor who will be 100% involved in the entire marketing process, keep abreast of innovations in online advertising, generate ideas and suggest improvements for the website and advertising campaigns
The Problem (challenge)
At the start of the project, Kleyn was already widely recognized in its niche, successfully selling commercial vehicles both offline and online through marketplaces and its own website. They also launched digital advertising on the company’s website.
The company had a goal to scale the number of online sales, expand to new countries, and test new platforms. But the profitability of Facebook ads (Meta Ads) at the time did not allow it.
The situation BEFORE:
Small advertising budget due to low advertising effectiveness. Chaotic and unsystematic banner launches without a unique selling proposition (USP).
What was done
1. Analyzing and setting up analytics
At the start of the project, we checked all the settings of Google Tag Manager and Facebook Pixel (Meta Pixel). We analyzed the configured conversions and expanded the settings for more accurate tracking of results. We built a funnel of events from the first touch to the submission of applications. We set up the transfer of the necessary parameters for dynamic remarketing.
Thanks to properly configured analytics and correct prioritization of events, Facebook’s algorithms now receive complete information about user behavior on the website. Thus, campaigns are optimized for the most targeted audience, which increases the profitability of advertising.
2. Advertising strategy developed and tests conducted
- We changed the optimization goal of advertising campaigns from “Clicks” to “Requests from the website”. We tested various advertising funnels and settled on the most effective one;
- We launched ads with dynamic catalogs with up-to-date product information;
- We tested different types of creatives, catalog formats, and product groups;
- We tested several variants of the campaign structure and chose the most successful one, which we use to scale advertising campaigns to new countries;
- Conducted a series of audience tests and identified the most effective segments for further work;
- We tested many variants of texts and selected some of the most effective combinations.
Results
Thanks to systematic work with digital marketing instruments and the implementation of an effective advertising strategy for the leading commercial vehicles dealer Klein, we managed to organize a stable flow of orders from Facebook and Instagram advertising, scale the results by improving key indicators up to 6 times and at the same time reduce the price per order. Dynamics of the results can be seen on the graphs below:
Dynamics of visitors and new users on the Kleyn Trucks website
Dynamics of actual conversions quantity growth for the period of cooperation
Number of conversions by months
No Data Found
Clicks by months
No Data Found
Cost per Lead by month
No Data Found
Отзыв клиента
Conclusions
Due to high brand trust, favorable offers, product range updates, effective marketing strategy, and productive advertising campaigns, commercial vehicles dealer Kleyn is constantly growing.
The client noted the high efficiency of our agency and decided to increase the budget for Meta Ads (advertising campaigns on Facebook and Instagram) for several brands we work with: “Kleyn Trucks” and “Kleyn Trailers”. Since the beginning of the year, the client has also expanded cooperation with Linemedia Digital and launched new projects: “Kleyn Vans” (distribution of used commercial vans) and “Truck Parts 1919” (distribution of spare parts), on which the agency’s specialists have been actively working for several months already.
As an agency, we are fully involved in almost all digital marketing processes for our client Kleyn and its brands. We already have effective advertising campaigns aimed at increasing sales of used commercial vehicles in various markets and have developed successful strategies for scaling advertising campaigns But we don’t stop there; we have many new ideas and are implementing them. We also regularly offer ideas and hypotheses for updating websites, improving usability and conversion rates (CRO) to further improve the results of marketing activities.
As a result, we managed to achieve the client’s main goals. The client is satisfied, and we continue to work together and develop the project.
New challenges
After analyzing 2022 sales, the client identified target countries and their budgets for scaling campaigns. Since the beginning of 2023, we are also working to increase sales and brand awareness for Kleyn Vans (additional business unit) in these destinations as well.
After testing various strategies, we reasonably recommended to the client to also launch the shopping campaigns (Google Shopping), which we could not do before due to the peculiarities of the client’s website. At the moment we are in the process of setting up the Merchant Center to launch trading campaigns in the Google Ads account.
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