A group of local dealers for a major auto retailer sought to boost paid search click-through rates (CTRs) while—at the same time—lowering cost-per-click (CPCs). The group’s goal was to achieve CTRs in excess of 1% at an average CPC of under $2.00.
Holistic optimization strategies included:
- Hyper-Targeting: Performics defined a more focused marketing area for the dealers based on Google Analytics data that revealed the most natural and organic search volume around the vehicle brand. Pre optimization, the dealer group was targeting based on DMA. DMA targeting spanned across a large area that may have included searchers unlikely to drive 50+ miles to find a vehicle. By refocusing the targeting, we displayed paid search ads to searchers more likely to buy from each dealer.
Keyword Management: To improve efficiency and lower CPCs, Performics built out exact matches while pausing broad match terms that were driving high impressions but low clicks. We also replaced geo-modified keywords outside of the new targeting areas with geo-modifiers within our new target areas. Additionally, search query reports were used to identify new keywords.
- Custom Copy Creation: New copy—which reflected each dealer’s landing page language—was developed to increase relevancy between keywords, copy and landing pages, thus improving Quality Score.
Over a six-month period (Oct. 2010—Mar. 2011), Performics achieved the following results:
- CTR across the dealer group increased by 195% (2.21% CTR as of March 2011)
- Clicks increased 115%
- CPCs decreased 35% ($1.40 CPC as of March 2011)