Increasing return in a crowded market place
Tapping into S&B’s customer’s online behaviour allowed us to invest their budget wisely into avenues that produced the greatest offline return. The success of their search advertising campaign allowed S&B to further build their level of exposure through social channels such as Facebook.
The new and used commercial vehicle market is huge and highly competitive. S&B, a commercial vehicle dealership, hired us to overhaul their campaign and made paid search advertising work as a consistent channel.
Helping S&B find where within this crowded market their advertising budget gave them the greatest return was our initial goal. Our next challenge was delivering a good volume of qualified traffic to S&B’s internal sales team – both on and offline – whilst maintaining a limited digital budget. This qualified traffic would, in turn, generate profitable leads, so ensuring tracking was in place so S&B knew what worked for their audience was also paramount.
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.
The work on the AdWords account led to a 57% increase in the times when S&B’s ads were seen on Google and a 263% increase in visits to the website.
The increase in qualified traffic to the business, in turn, led to a stunning 4016% increase in customer conversions (brochure downloads, filling out of online forms, vehicle reservations and purchases), bringing the average cost-per-lead down by over 83%.
As a result, the significant increase in their digital return gave S&B the confidence to invest and increased 166% in their digital budget allowing them to drive traffic from other marketing channels.
Using Facebook Ads, we delivered an average of 11 confirmed leads per day at an optimal CPA 600% lower than that attained via Google AdWords over the 30-day campaign. We have now since expanded the campaign to now include other commercial vehicles offered by Mercedes-Benz. To date, ads on Facebook have led to a substantial increase in the number of qualified leads received by the business.