Making Waves: Attract More Buyers To Your Dealership
-
468 to 3,273
Paid Search conversions, Jan 2024 to Jun 2024
-
56%
Decrease in cost-per-click ($4.14 to $1.83)
-
1 million+
ad impressions per month from awareness media
The challenge
A marine dealership challenged Max Connect Digital to accelerate their customer acquisition for the 2024 sales season while maintaining a similar ad spend month-to-month.
The approach
Starting in Jan 2024, we diversified the ad budget into a fairly even split between top, medium, and low funnel mediums. Ad placements included Programmatic Display, VIN-Retargeting, Paid Social, and Paid Search. Full-funnel, audience-led approach (Awareness: video pre-roll, over-the-top media; Interest: programmatic display, promos; Consideration: paid social, email marketing; Intent: paid search, retargeting ads; Purchase).
The results
With over 1 million ad impressions being created every month from the awareness media, the marine dealer was placed top-of-mind for potential buyers. Paid Search performance climbed from 468 conversions in Jan 2024 to 3,273 conversions in Jun 2024. This also coincided with a 56% decrease in the cost-per-click during the same time period.
Every result, by the numbers
- 468 to 3,273Paid Search conversions, Jan 2024 to Jun 2024
- 56%Decrease in cost-per-click ($4.14 to $1.83)
- 1 million+ad impressions per month from awareness media
- $4.14 to $1.83Paid Search CPC, Jan to Jun/Jul (chart)
What we used
- Programmatic Display
- VIN-Retargeting
- Paid Social
- Paid Search
- Video pre-roll / OTT
- Even top/mid/low funnel budget split
- Consistent month-to-month spend
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