INCREASED LEAD QUALITYMulti-platform digital presence garners

A Digital Advertising Case Study

Industry: Auto Dealership

Market: Independence, MO

Case Date: April 2017

Services: Full-service Chrysler, Dodge, Jeep, & Ramdealership providing both new & used inventory

Company OverviewLocated in a highly-competitive area of the Kansas City metro, this second-generation family-owned Chrysler, Dodge, Jeep, and Ram dealership is a full service dealership offering up-to-date new inventory and a variety of used inventory, plus a full service center.

ObjectivesAside from the obvious goal of increasing leads (both online and physical) to the dealership, the client also wanted to focus on updating and modernizing their website to enhance user experience, as well as grow their social presence and engagement on both Facebook and Twitter.

SolutionsOur approach to the client’s objective was threefold in order to meet their varied expectations. First, in order to update their website, we implemented a search engine optimization (SEO) strat-egy that includes two to fi ve pages of new, original content added to the site each month, as well as ongoing optimization of meta titles & descriptions as needed. We also helped the clientfacilitate a new website template launch in partnership with their website vendor in July 2017.

Second, not only did we want to improve their website, but we also wanted to boost their overall web presence. Utilizing our social management services, we launched a content strategy for both their Facebook and Twitter profi les that includes updating each profi le with engaging, organ-ic content in the client’s voice each month, as well as following and interacting with like-minded social profi les in order to broaden the client’s reach. To supplement these efforts, we alsoimplemented our online reputation management (ORM) services, in which we actively respond to all consumer reviews.

Lastly, we crafted and executed a paid advertising strategy that included both display advertising and paid search with the purpose of boosting leads month over month for the client. Our display tactics include geo-fencing of primary competitors in the immediate area, as well as targeting keyword searches related to new and used inventory within the entire Kansas City metro. In addition, we implemented a site retargeting campaign with dynamic offers and messaging based on consumer browsing behaviors and current inventory. Our paid search strategy took a mildly different approach, with key phrases focusing primarily on new inventory and driving mobile traffi c specifi cally. In conjunction, we ran ads with day parts that lined up with their television advertising schedule in order to drive leads from multiple levels of the sales funnel and maximize their ROI from all channels of their marketing efforts.

ResultsYear over year, site traffi c has increased 30% overall, with time on site increasing by a full minute and organic leads increasing signifi cantly for both new and used inventory. Most notably, views of vehicle description pages has increased by 40%. Additionally, the client has seen 200 likes to their Facebook page since we started posting content for them, with an average engagement rate of 40%. Their overall Google review rating has remained consistent with us at the helm to respond, while their Facebook review rating has increased by a full star.

To build on this success, leads from our paid search campaign account for 15% of all new car leads. Our display strategy sees a monthly average click-through rate of 0.13% (compared with the current national average of 0.06%) and from these campaigns, the client sees an average of 100 to 125 visitors to their physical location from area competitors.

While the client’s overall leads have decreased slightly year over year, their closing percentage has increased 400% from summer 2016 to summer 2017, further indicating the higher quality of leads our digital strategy has driven to their dealership. Interestingly enough, much of this hug increase came two months after the client shut off all other lead generation sources in February of 2017, prior to partnering with us. For the fi rst time in at least fi ve years, the client has consistently met manufacturers’ sales goals three months in a row.

QUALITY & RETENTIONRobust, multi-service digital campaign boosts

A Digital Advertising Case Study

Industry: Auto Dealership

Market: Jefferson City, MO

Case Date: June 2016

Services: Full-service Chevrolet dealership providing both new and used inventory, plus service

Company OverviewAfter over 80 years in operation, this family-owned and operated automotive group is a staple in their community, selling both new & used inventory, as well as providing auto service, to consumers within a 60-mile radius around their home location.

ObjectivesWith a family-oriented mindset, the goal was multi-layered. The main objective was to drive leads to the dealership. But, secondarily, the client places a high emphasis on customer loyalty and longevity, so the quality of those leads became paramount to the success of the marketing campaign as a whole.

SolutionsWhile the dealer’s campaign was layered with multiple services, our initial marketing approach focused heavily on search engine optimization (SEO) strategies to add original and engaging content to their website. The idea driving this was to have an easy-to-use site with quality information to drive consumers to from our other marketing initiatives. Along with website content, we also manage their social accounts, posting both organic and paid con- tent to their Facebook business page to increase brand awareness and consumer engagement. Similarly, we respond to all of their Google and Facebook reviews, providing an additional layer of engagement with current customers.

In addition to our consumer engagement efforts, we implemented an aggressive paid search campaign that encompassed multiple layers of targeting, including new and used terms, and competitor conquesting in their local market. To supplement this, we deployed a display campaign with similar targeting, utilizing keyword targeting, geo-fencing, and dynamic site retargeting based on inventory to engage consumers throughout the sales funnel.

ResultsYear over year, the client has seen a signifi cant increase in leads, due in part to the high-quality traffi c we’re driving both to their site and to their physical dealership location. On a monthly basis, the client has consistently seen a 2% to 5% increase in site traffi c, with their organic page ranking position on Google increasing as well. On average, their Facebook content sees 1,800 engagements per month, and they currently have a 0.5% click-through rate on their Facebook ads.

In addition to this success, their paid ranking position has increased as well thanks to our paid search efforts. Their average Google ranking position for paid ads is 2.4, with a 5.3% conversion rate and a click-through rate of 8%. Currently, their impression share in the local market is 50%. Mirroring that success, their display campaigns garner average click-through rates of 0.15% to 0.2% on a monthly basis (compared with a national average of 0.06%). Additionally, the dealer sees an average of over 300 visitors per month at their physical location solely from our display marketing campaign.

MARKET EXPANSIONHyper-targeted display tactics result in

A Digital Advertising Case Study

Industry: Auto Dealership

Market: Denver, CO

Case Date: July 2016

Services: Multi-brand, multi-location autoplex providing both new and used inventory

Company OverviewThis large, family-owned and operated dealership group located in the greater Denver area maintains two autoplex locations whose manufacturer portfolio includes Chevrolet; Cadillac; Ford; Buick & GMC; Chrysler, Dodge, Jeep, & Ram; and Kia.

ObjectivesNot only was it the client’s goal to increase leads to their seven dealerships, but they also wanted to increase the quality of leads that were coming into each dealership, as well as boost overall brand awareness in both Wheat Ridge and Castle Rock (where their two autoplex locations are).

SolutionsA large part of our display advertising initiatives focus on conquesting tactics; namely, geo-fenc-ing direct market competitors of each brand in both autoplex regions. To supplement this, we target several large shopping areas where the client’s vehciles are showcased, as well as consis-tently geo-fence large, well-attended area events such as Broncos and Rockies games. Ad mes-saging includes static, model-specifi c offers for each brand, plus dealership-specifi c program-matic video ads that are updated on a monthly basis.

ResultsBy hyper-targeting the client’s exact demographic, we were able to signifi cantly increase their monthly leads, with an overall yearly increase of 23% in high-quality leads. We were personally told by the owner that summer 2017 was the best season they’ve ever had. On top of that, for the fi rst time in over 20 years in business, the client has been able to pull qualifi ed consumers from their competitors in north Denver and have them drive to their dealerships in south Denver (and has had the ability to quantifi ably track these metrics).

HEIGHTENED LEAD GENERATIONMulti-level marketing funnel strategy leads to

A Digital Advertising Case Study

Industry: Automotive

Market: Kansas City, MO

Case Date: July 2017

Products: High-quality used vehicles (buy here, pay here)

Company OverviewThis client is a trusted buy here, pay here car dealership serving the entire Kansas City metro area. They help their customers get into a quality vehicle regardless of credit score and history by acting as a bank and cutting out the middle men.

ObjectivesIn order to continue their mission of helping new customers with bad credit purchase a vehicle, the primary goal of our digital marketing cam-paign was to drive generalbrand awareness for the client, and ultimatelygarner higher in-store traffi c across their sixKansas City and Topeka locations.

SolutionsWe utilized a mix of marketing efforts to target users at all levels of the marketing funnelwith consistent messaging. To target users at the top of the funnel, we used a keyworddisplay campaign to target those individuals with poor credit looking to purchase avehicle. We continued to push the user down the funnel by targeting them with a paidsearch campaign and through search engine optimization, updating the site with relevantcontent to ensure they were showing up organically in user searches. Finally, we targetedusers through geo-fence display campaigns set up around competitors within 15 miles ofeach of the client’s six locations. Our display and paid search ads directed users to a separate landing page from the website that only included a lead form for the user to inquireabout purchasing a vehicle.

ResultsBy targeting individuals with consistent messaging at all stages of the car buying process,we were able to provide higher quality leads to the client and increase their sales by anaverage of 10% month-over-month, and by 20% year-over-year. This strategy is active andcontinues to see consistent results in growth and lead volume. The majority of our increasein leads can be attributed to directing the user to our landing page with one page and aform only. The one-page landing page provides the user a more direct call-to-action versusproviding them multiple places to navigate away from the ultimate goal, which is tocomplete the form. We have seen a 20% higher conversion rate on the landing pageversus the website. Our search engine optimization efforts have contributed to atwo-minute increase in time-on-site and a 16% decrease in bounce rate, along with drasticincreases of leads from the main website with vehicles listed.

HIGHLY QUALIFIED LEADSMulti-faceted marketing approach yields

A Digital Marketing Case Study

Industry: Auto Dealership

Market: Jefferson City, MO

Case Date: June 2016

Services: Full-service Toyota dealershipproviding both new & used inventory, plus service

Company OverviewAfter over 80 years in operation, this family-owned and operated automotive group is a staple in their community, selling both new & used inventory, as well as providing auto service, to consumers within a 60-mile radius around their home location.

ObjectivesThe primary objective of this marketing campaign is lead-oriented. Being family- focused, the goal was to drive new customers to join the dealer’s “family” and become a customer for life. In order to achieve this level of retention, high-quality leads were a must for this initiative.

SolutionsFrom the start, we took an all-encompassing approach to this dealer’s marketing. Utilizing a combination of services, from search engine optimization (SEO) to display advertising, we were able to keep new leads moving through the sales funnel, all while improving the overall custom-er experience from a digital standpoint. Our SEO strategy included fi xing much of their website content, which was duplicated from other templated websites managed by their website vendor; to build on that, we continually write and add new, original content for them on a monthly basis.

In addition, they utilize our online reputation management (ORM) services to improve their overall digital presence. This includes our team responding to all of their Google and Facebook reviews, as well as interacting with their consumer base through their Facebook page with comments, likes, shares, etc. We also manage all of their social accounts, crafting original content each month to be scheduled on each of their social channels. These efforts are further supported via paid Facebook advertising.

Aside from boosting their online presence to improve their overall reputation, we also crafted a robust display advertising strategy that includes several layers of geo-fencing, and keyword targeting focused on both new & used automotive buying terms, as well as service-related key-words. Their geo-fencing tactic includes targeting immediate competitors in the area, plus target-ing consumer locations based on demographic and specifi c vehicle model. Likewise, we imple-mented a site retargeting campaign with dynamic creative based on current inventory. Lastly, we also incorporated a separate geo-fencing layer to hit competing service shops in order to boost leads for the dealer’s service department.

ResultsOverall, the client has seen huge success from this sweeping digital strategy. Site traffi c consistently increases fi ve to 10% each month due to our advertising efforts. The dealer’s organic Google ranking has increased to an average position of two to fi ve, as opposed to where they started, which was anywhere from position 60 to 90 due to their duplicated content. Organic and social content have increased brand awareness by encouraging consumers to engage with the dealership, as well as their paid advertising. 60% of users engage with the dealer’s organic posts on social media, and they see an average increase of 15 to 20 Facebook page likes month over month. Additionally, two percent of all internet leads are coming from Facebook in recent months - a huge increase compared with receiving almost no leads from Facebook before we started working with them.

Lastly, our display advertising efforts continue to be successful, with an averagemonthly click-through rate of 0.13% (compared to the national average of 0.06%). Month over month, the client has seen an increase in physical visits to their location from our display campaigns (now averaging roughly 250 visitors per month), many of which have been leads to their service department. Overall, the display portion of their marketing efforts continues to be a strong top-of-funnel brand approach that contributes to other lower-funnel tactics, ultimately driving more leads for the client. Similarly, the dealer’s overall close percentage has increased two percent each month, further solidifying the notion that we not only provide them with more leads, but we provide them with more qualifi ed leads.