Search Engine Marketing (PPC) for the Automotive Industry
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Transcript of Search Engine Marketing (PPC) for the Automotive Industry
AGENDA
● Who we areAnd why we excel at what we do
● Who we work withExamples of some of our clients
● TechnologyWe use the latest technology
● Case StudiesSome of our case studies
● Who we areAnd why we excel at what we do
● Who we work withExamples of some of our clients
● TechnologyWe use the latest technology
● Case StudiesSome of our case studies
MISSION
● PPC Technology Company
● Many years experience in online market
● Part of the CorePlace Group
THE TECHNOLOGY PROVIDER
● Technology developed over 7 years in an agency environment
● Significant investment in development resources
● Technology delivers significant ROI performance improvements
TECHNOLOGY
THE PROCESS - STEP 1-2
THE PROCESS - STEP 3-4
THE PROCESS - STEP 5-6
THE PROCESS - STEP 7-8
● Almost any format accepted
● Updated as often as necessary
● Can be web scraped if necessary
● Main criteria is that your feed must have either a URL or sufficient parameters to generate a URL
COLLECTS & COLLATES YOUR DATA
● Corrects abbreviations
● Translates industry vocabulary
● Removes prohibited characters
CLEANSES & TRANSLATES YOUR DATA
BREAKS DOWN A VEHICLE INTO ‘DIMENSIONS’
Suzuki Grand Vitara
Ddis sZ5 1.9 L
Black 4 x 4
Manual Diesel
5 door 2012
12 £6,500
CONSTRUCTS KEYWORDS BASED ON DIMENSIONS
Suzuki Grand Vitara
Suzuki Grand Vitara
Suzuki Grand Vitara
Suzuki Grand Vitara
Suzuki Grand Vitara
Black Grand Vitara
Black
DDis SZ5
Diesel
4 x 4
DDis SZ5
1.9L
1.9L
1.9L
ADDS ‘SEED’ KEYWORDS
Suzuki Grand Vitara
Ddis sZ5 1.9 L
Black 4 x 4
Manual Diesel
5 door 2012
12 £6,500
Cheap
Discount
Used
Pre-owned
Second hand
ADDS ‘SEED’ KEYWORDS
Suzuki Grand VitaraCheap
Discount
Used
Pre-owned
Second hand
Suzuki Grand Vitara
Suzuki Grand Vitara 4 x 4
Suzuki Grand Vitara 4 x 4
Suzuki Grand Vitara 4 x 4
GENERATES OPTIMISED AD COPY
● Creates ads using a combination of your data and the seed keyword
● Automatically adjusts ad copy to cope with different word lengths
Grand Vitara from £18,9991.9 2012 in Black with Low Mileage.4x4 Manual Diesel Now Only £18,999mycars.com/new_diesel_grand_vitara
CREATES DISTINCT ADS FOR EACH AD GROUP
Grand Vitara from £18,9991.9 2012 in Black with Low Mileage.4x4 Manual Diesel Now Only £18,999mycars.com/new_diesel_grand_vitara
● Keyword: Diesel Grand Vitara
Cheap Vitara from £18,9991.9 2012 in Black with Low Mileage.1 of 5 Suzuki Grand Vitara in Stock.mycars.com/grand_vitara_black
● Keyword: Cheap Black Grand Vitara
GENERATES NEW FORMAT ADS
Grand Vitara from £18,999 - 1.9 2012 in Black with Low Mileage1.9 2012 in Black with Low Mileage.1 of 5 Suzuki Grand Vitara in Stock.mycars.com/grand_vitara_black
Grand Vitara from £18,9991.9 2012 in Black with Low Mileage.4x4 Manual Diesel Now Only £18,999mycars.com/new_diesel_grand_vitara
Grand Vitara from £18,9991.9 2012 in Black with Low Mileage.1 of 5 Suzuki Grand Vitara in Stock.mycars.com/grand_vitara_black
SPLIT TEST ENGINE
A:
B:
1000 Impressions97 ClicksConversion rate 2%CTR 8.5%CPC £1.20
1000 Impressions100 ClicksConversion rate 2%CTR 10%CPC .95P
mycars.com new cars used cars about us contact us
New Grand VitaraFrom £18,999
AD LINKS TO DISTINCT LANDING PAGES
Each keyword can have its own URL
Grand Vitara from £18,9991.9 2012 in Black with Low Mileage.1 of 5 Suzuki Grand Vitara in Stock.mycars.com/grand_vitara_black
GEO TARGETINGBids can be adjusted according to how close the searcher is to your branch or branches
15p 12p 9p
TACTICAL AND SPECIAL OFFERS
Tactical deals and special offers can be updated via ‘cloud based’ document sharing.
New Grand VitaraZERO DEPOSIT0% APRFROM £169 PER MONTH
COMPREHENSIVE REPORTING
eFeeder produces comprehensive reporting letting you know how well we are doing on a monthly or even daily basis.
BEST OF BREED - WHY US?
● Combination of technology & expertise
● Proven track record
● Long history of travel
CAR RETAIL - CPC REDUCTION
“A record breaking number of orders taken across the group.Great result, well done everyone at Bloc.”
CASE STUDY: SKI WEBSITE
Our client is a very well known online ski holiday company. The PPC account was previously managed by an international digital marketing agency.
CASE STUDY: RETAIL
Client is a nationally known brand of jewellery retailers. One month after taking control of the account, CPC had dropped by 16.3%, sales had increased by 202.91% and revenue increased 212%
CASE STUDY: COST PER CLICK REDUCTIONS
£0.00
£0.50
£1.00
BEFORE AFTER
£0.61
£0.17£0.00£0.50
£1.50
BEFORE AFTER
£1.00£1.12
£0.37£0.00
£5.00
£10.00
BEFORE AFTER
£7.53
£2.49£0.00
£0.20
£0.40
BEFORE AFTER
£0.36
£0.20
Leisure Company Car Buyers Insurance Watch Retailer
0
10000
30000
BEFORE AFTER
20000
18074
Service Company
CASE STUDY: CONVERSION INCREASES
28875
0
200
800
BEFORE AFTER
400
Insurance
600
54
649
05000
BEFORE AFTER
10000
Finance
20000
25000
15000
15447
19436
● Only advertise available products/services
● Deep links to specific product pages
● The quality score is high so costs are lower
● The click through rate is improved
● Reduces average cost per click
● It improves conversion rate
● Increases sales and decreases costs
BENEFIT SUMMARY