Case Study
North American OEM drives high-quality leads with digital marketing partner, Search Optics.
76%
MORE PAGE VIEWS FROM ADVERTISING
50%
INCREASE TIER III LEADS
25%
LOWER COST-PER-LEAD THAN GOAL
50+
LEADS PER DEALER PER MONTH
Overview
North American OEM was looking to partner with a digitial marketing company to increase brand awareness and drive Tier III leads to the individual dealerships. The group partnered with Search Optics to provide one of the top-performing dealer advertising programs in North America.1
Objectives
+ Increase the number of high-quality, low funnel intender leads to dealers
+ Improve Cost-Per-Lead (CPL) over industry average of $30-$40
+ Measure and manage performance for all dealers partners
+ Drive greater co-op utilization by the dealer network
Solution
Search Optics developed a co-op eligible program to meet these objectives while providing a tailored solution for each participating dealer. A highly certified team of designated Client Managers, with a strong understanding of the market and brand, enabled Search Optics to deliver a class-leading digital strategy and solution to over 130 dealers within the North American OEM group.
Paid Search & Display/Video Advertising Tactics
+ Bid on high-intent keywords and avoid competing with Tier I campaigns
+ Secure prime, top-of-page ad positioning
+ Develop strong call to action to optimize ads
+ Personalize ads to support dealer unique selling propositions
+ Receive management from industry experts with a strong knowledge of auto retailing
+ Monitor and optimize results through monthly reviews with dealer clients
Q3 Results (July - September 2016) 1,2,3
+ Generated an average of over 50 leads per dealer, per month
+ Improved CPL to $22.18, 37% lower than industry average
+ Page position improved to an average of 1.5, 29% better than competitors
+ Higher Click-Thru-Rate of 9.76%, 286% better competitors
+ Improved Cost-Per-Click to $1.65, 24% lower than competitors
+ 32% co-op utilization (Sept YTD)
1 Google Canada, Brand Keyword Results for all TIII spend in (Q3 2016);
2 Search Optics Client Metrics (Sept 2016); 3Dealer Group Presentation (Oct 2016)
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To learn how a tailored OEM Program can drive results, contact Search Optics today.
SearchOptics.com | 866.570.8627