Advertising of commercial electric vehicles (EV)
International electric vehicle manufacturer. Challenge: sell all vehicles in-stock in Ukraine.
Background
Today we will talk about launching advertising on Google and social networks for a client who sells electric cars.
In this case, the electric cars were specific:
- microcars — a city version of a very small car with minimal energy consumption, low maintenance costs, and an affordable price;
- electric cargo vehicles — mini-vans and large minibuses that can be used to transport both people and cargo.
In addition, the client had several models of non-electric vehicles, namely cargo pickups of various brands.
The task: to sell all the vehicles that were already in Ukraine.
Website checkup
Before launch, we refined the websites: we found bugs and rearranged blocks for a better structure.
The client had two websites:
- a website dedicated to electric cars,
- a website for trucks (which included both electric and diesel/gasoline vehicles).
We launched both websites in one advertising account, but clearly divided the campaigns: some for trucks, others for electric cars.
Advertising setup
We launched search advertising, but encountered a nuance: most people who enter queries about electric cars are looking for Tesla or other well-known models. There were few queries specifically for microcars and electric vans.
When there is insufficient demand in search, banner campaigns and social networks come to the rescue. We tested pure media (banners, Demand Gen) and they generated conversions. But Performance Max, which combines search and media advertising, worked best.
The result: approximately 10 leads per month at a cost of around €5 per lead.
Marketing
analysis
Two websites
advertising
300
leads
20
contracts
Since purchasing through the website was not available, either a phone call or a submitted application was considered a lead.
Working with the model range
After a month or two, the model range changed: first they sold microcars, then vans, and later minibuses and electric buses. The challenge was that with such changes, the ad groups changed completely: keywords, targeting, landing pages. It was necessary to ensure the stability of advertising campaigns despite the changes.
We worked on a “maximum conversions” strategy (both on Google and social media) so that the algorithms would not “get confused” when the campaigns were restructured. At the same time:
- there was a main group for all electric vehicles (it worked steadily and kept the campaign “alive”);
- additional groups were added for specific models that needed to be sold at that moment.
Results in 6 months
Google Ads: 90 leads
Social media: 200 leads
Average lead price: €7
Approximately 20 deals were closed, selling all available cars.
The client is now launching a new business, and we are continuing to work with them.
