Case Studies

AUTOMOTIVE INDUSTRY

CAMPAIGN GOAL:

Generate online leads and increase foot traffic to their dealership lot.

CLIENT:

Acura dealership in Southern California

CAMPAIGN STRATEGY:

Our digital team inherited this account and we immediately decided to diversify the budget across seven different mediums to get the maximum possible coverage of the target demographic. The mobile geo fencing strategy targeted car shoppers while they were on dealership lots anywhere in Ventura County. The Custom E-Mail was sent to auto intenders in Ventura County and reporting was provided via a responder file with the names and e-mail addresses of the individuals that clicked on the E-Mail advertisement. All digital creatives were UTM tagged and tracked in Google Analytics.

CAMPAIGN RESULTS:

The AdWords strategy resulted in a dramatic decrease in cost per click to $9.39, and a nice increase in quality of traffic.

MONTH BOUNCE RATE PAGES/SESSION AVG. SESSION DURATION COST PER CLICK
JUNE CPC 41.33% 2.26 1:11 $13.18
JULY CPC 32.59% 4.61 2:45 $9.39

*NOTE – Our digital team started managing the client’s CPC campaign in July.

The campaign optimizations across the other mediums resulted in a superior cost per session, a 29% savings in cost per click and a significant presence in the top 10 traffic sources to the Acura website in July.

SOURCE/MEDIUM JULY SESSIONS RANK
NTOOITIVE – MOBILE 1,097 1
GOOGLE / ORGANIC 1,006 2
DIRECT / NONE 911 3
NTOOITIVE – EMAIL 889 4
NTOOITIVE – DESKTOP 749 5
NTOOITIVE – FACEBOOK 337 6
NTOOITIVE – ADWORDS 273 7
NTOOITIVE – TABLET 104 8

 

In the final analysis, our campaign held 6 of the top 8 spots in overall traffic in Google Analytics for July. Overall site traffic was up 28% over June 2015 and our client’s Acura dealership had a 142% increase in market share over July 2014. The client reported an increase in foot traffic to the dealership lot as a result of the Mobile Geo Frequency retargeting campaign success (#1 source of website traffic). By serving ads to consumers at competitors’ dealerships, they were able to “Reverse Showroom” and check prices on the same cars at different dealerships.

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