Challenge

A car dealership with multiple brands based in North Melbourne. The dealership was struggling to generate new leads via phone calls and online enquiries, so, were looking to implement a local paid search strategy to improve performance.

Our solution

The client initially engaged I Optimise Digital to manage the pay-per-click (PPC) strategy for one dealership, mainly via Google Adwords. After an initial review of the current campaign structure, we implemented the following:

• Phone and form tracking to make it easier to manage and report on leads generated via these channels
• GTM and conversion tracking (actions) on all CTA buttons as well as website call tracking
• Campaign segmentation per brand or model to improve targeting and lead quality
• Display campaigns to deliver more targeted visitors to the website
• Remarketing campaigns to re-target previous web visitors who had not yet converted
• Improved location targeting, especially for local dealerships
• An optimised account structure.

The results

After implementing this PPC strategy, the dealership had a dramatic increase from 30 to 300 calls per month. They also received 425 quality leads via online form enquiries. The dealership was so happy with the results that they engaged iOptimise Digital to work across all of their dealerships.