THE CHALLENGE
An established auto dealer considered themselves doing well. Although they were hitting their sales goals, they knew there was plenty more market share they could capture.
Goals:
- Sell more cars
- Gain market share
THE STRATEGY
First, our team consulted on the client’s website and worked closely with the client’s website provider to maximize their SEO (Search Engine Optimization).
The overall campaign included a combination of digital display, content marketing and SEO/SEM.
Our experts took over the client’s current campaigns and reviewed performance. They started off with fairly strong benchmarks across every channel. As each goal was met, our team “reset” and challenged themselves to continually optimize and improve the metrics.
For their search campaign, we focused on these buying terms: new overall, new specific models, generic used, dynamic used, competitor conquest and 5% cap on branded.
By doing this, we were able to:
Fine tune the targeting to reach prospects that were really in the marketing to buy by leveraging our first and third-party data. This allowed the client to connect with people deeper into the funnel/path to purchase.
THE RESULTS
The campaign delivered:
- 533 phone calls and 430 form leads
- 17.73% SEM conversion rate: 7X than the industry average
- $27.99 CPA: 55% lower than the industry average
- 6.46% CTR: 3X the industry average