Drafting on the Brand for Better Keyword Results
The Why
CarShop, the Penske Automotive Group’s answer to Carvana and CarMax, would be facing the most turbulent years in used car sales. Establishing a new premium brand in a legacy business is no easy task. CarShop offered a nuanced set of value-driven propositions, with a promise of “No-Haggle, No-Hassle Sales People,” “No Dings, No Dents, No Scratches,” and a “Lifetime Engine Warranty.”
The Way
A better “like new” used car at “like wow prices” is a great sales proposition, but the search algorithm is based almost entirely on price, and these “like wow” prices were still higher than the market. DBA quickly found we would not win the battle for a premium brand at a premium price with a better keyword strategy. This was a job for branding.
Starting with a deeply human (and slightly humorous) connection, we introduced the local community surrounding each car shop to our sales people, who were clearly casted from outside of the automotive industry.
The Work
In addition to the branding, we launched a vehicle specific search and social campaign that was crafted around the brands people most searched. For CarShop, we created tailored messaging and customized social ads to better reach specific audiences, with specific promotions, resulting in a measurable ROI in social media.
INVENTORY SPECIFIC SOCIAL
We created a database-driven campaign using vehicle inventory from the CarShop lots for social media marketing in a geofence around each dealership. We launched a digital platform to automatically create specific vehicle ads for specific buyers in Facebook, Instagram, Snapchat, TikTok and Pinterest. Integrating BuyerBride into our AdBox stack, was the first digital platform to offer this service for all five platforms.
Penske Automotive's CarShop used Hyperlocal Digital marketing to run several different campaigns targeted to specific groups of people, matching inventory to social user profiles.
Integrating BuyerBridge, the data came from both first-party and third-party sources, for accurate connections between inventory and shoppers.
Targeting Acura buyers with Acura ads was the first, and the most basic use of this platform, but the advanced tools offered other demographic and geographic targeting that matched to inventory ads.
INVENTORY-SPECIFIC SEARCH
In the struggle to be sought rather than found, DBA and the CarShop team discovered there is a limit to conquest keyword marketing. The branded keywords began to deliver a $15.78 Cost Per Conversion, increasing clicks 26.8% from an increase in impressions of 14.8%.
DASHBOARDS FOR FRANCHISEES AND CORPORATE OFFICES
Get dealer-level or franchise-level dashboards, complete with sales reporting data, on a cost per sale with ROAS reporting.
Services Completed:
MEDIA STRATEGY
DIGITAL MARKETING
STRATEGY
LET'S
WORK
BETTER BRANDS FOR A BETTER HUMAN CONDITION®
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