|Overview: The Kia and Suzuki Depot’s have been in business since 2001 and had been managing their own PPC campaigns until signing on with CaseyClick; The Depot’s sell new and used vehicles and have one of the largest inventories of Kia and Suzuki parts and accessories in the USA.|
Challenge: To reduce ad spend on the Kia Parts Campaign, without reducing traffic by a significant amount. Read Our Solution
Solution: The campaigns had originally been set-up with only a broad match of keywords, which caused a large number of visits and views to people who were not looking for that product, which caused less quality visitors and more money spent on advertising, with little or no return on investment.
We adjusted the search terms also known as keywords to more specific phrases ,for instance, “Suzuki Aerio Parts Dealer” which tailored specifically to our client’s market, delivered higher quality visits, lowered their advertising costs, and increased their general ROI (return on investment).
Here are the actual figures of our success:
We tested and watched the most productive campaigns for the Depot’s very closely for a month and a half, and the results were positive. Comparing our results to the previous time before the test, we found that we were able to lower the Cost-Per-Click (CPC) from $0.99 to $0.56, the Click-thru-Rate (CTR) did drop from 8.32% to 7.91%, but they saved a significant amount of money, going from an ad spend of $23,349.34 to $9,950.21, and when we took a look at their sales data from the same time period we saw that the net gain had increased by 40%!
|Overview: Tom's Truck Center is a full service Medium Duty Commercial Truck Dealership with over 400 new and 100 used trucks in inventory. They also sell more truck parts than any other dealer in the USA. They have over $5 million in inventory of both new and used truck parts to fit Isuzu, Mitsubishi, UD, GMC, Hino and Iveco medium duty trucks.|
Challenge: Tom’s sells 5 makes of new trucks in the semi-local market, truck parts for 6 manufacturers nationwide, used trucks in the local market, and service in the local market. Also, the commercial truck world is very different then selling a car. Many times a commercial truck has to be tailored to meet the needs of the small business owner purchasing the truck. They may be in landscaping, towing, construction, moving, plumbing, and the list goes on. So, our challenge was to not only create “generic” campaigns to target customers just looking for a truck by that manufacturer, but we also wanted to get very keyword specific and go after, for example, just the landscapers and just the plumbers.
Read Our Solution
Solution: We created 17 separate campaigns to target the different product lines and services that Tom’s Truck Center offered. We started by focusing on the general manufacturers they sold by creating 6 main sites that focused on trucks pertaining to just one manufacturer such as Isuzu and made subsections to vocations specific to that manufacture alone. This enabled the end user to search for “isuzu delivery truck” and find the manufacturer specific site.
We set up separate campaigns and 4 sites that were tailored to vocation searches as well. For example if the end user searched for a “landscape truck” we made sure that he found a page that was specific to landscape trucks and user could select from all manufacturers specific to that vocation.
The approach was not conventional in the ways one would expect, by landing them only on the dealerships main site, but it created a broader audience and tailored their local market as well. For example if the search was for “Tom’s Truck Center” the user would find the recognizable branding of the dealership but from a user experience would be directed to a specific page (lead capture page) tailored to their vocation or manufacturer inquiry helping establish brand credibility to their manufacturer search as well as limiting the amount of “shopping around” . This caused an increase in online leads submitted by 28%.
|Back to Top|