Our strategy was based on using S&B’s customer profile to make smart decisions on where to spend their budget. By tapping into their customer’s behaviour we could appear throughout the sales cycle, from research (website visits and brochure downloads) to consideration (call-back requests and enquiry forms) and acquisition (vehicle reservations and purchases).
First, we restructured their PPC account to mirror their website, building a presence every time a customer searched for our products. Then we improved tracking and introduced AdWords goals so all website actions towards a sale could be measured.
This helped us identify successful search terms. Grouping these queries according to vehicle model and user intent, we then portioned out the budget according to the return each group gave, safeguarding budget.
We also noticed sharp variances in engagement throughout the day, so implemented an ad schedule to spend only when customers were actively searching for our products.
Increasing the ROI from AdWords liberated budget, which we focused on social advertising channels including Gmail and Facebook.
We analysed S&B Commercials’ analytics and sales data to extract their key demographic audience in order for us to target the right audience with Facebook Lead Generation campaigns from the word go. We began advertising three models, the Citan, Sprinter and Vito to carefully sculpted audiences who met the key demographic but also who worked in particular trades with interests linked to commercial vehicles.