"I’ve worked with Simon on several omni-channel marketing campaigns and I’d highly recommend him to anyone looking for a strategic digital marketer who wants to growing their website traffic and customer base.
Simon has a real knack at identifying trends and developing proactive strategies that drive sustainable results"
Charlie Nicholls, Marketing Director
INTERNATIONAL CASE STUDY
For more than 29 years the friendly staff at Eastern Subaru have been selling and servicing new and used vehicles in Melbourne’s Eastern Suburbs and the surrounding region.
Their friendly staff are specialists who are proud of their association with Subaru, and look forward to assisting customers old and new when searching for their new or used passenger vehicle.
They are a family-owned business and appreciate our place in the Lilydale community, actively supporting their local district, charities and sporting clubs. With the support of their staff, and above all customers they have become a multi-award winning Subaru Dealer with awards based on recognition for excellence in Sales, Service, and Customer Satisfaction.
Eastern Subaru were looking to use PPC marketing to drive more inquiries, test-drives, and sales.
We reviewed their existing activity and discovered too many keywords that were attracting users without the intent to purchase. These users were simply looking for information about Subaru, or requiring servicing.
It was important to increase the contact rate from initial search to website visit, and then generate phone calls or showroom visits.
Our first step was to overhaul the existing keyword selection, moving away from more generic searches and to explore long-tail keywords, which would drive a lower volume of traffic but with much more purchase intent.
The next step was to review and improve the existing ad copy, to ensure that once we achieved visibility for our desired searches, the user would then click through to complete the lead process.
We also spent time exploring and implementing ad extensions such sitelinks and call extensions to increase the contact rate to the dealership.
Some of the account optimisation work included;
Fresh Compelling Ad Creation
Keyword Match Type Analysis
Search Term Report Interrogation
Negative Keyword Analysis
Bid & Bid Management
Ad Scheduling Implementation
On the back of the implementation of our strategy, we saw an immediate drop in cost-per-lead and we saw steady sustainable growth throughout the following months.
When comparing March 2018 to March 2019, we saw;
13% additional clicks
48% additional impressions
42% reduction in cost-per-lead
147% increase in leads