Our approach for improving budget efficiency: You will learn how we approached the implementation of the digital strategy for a company that has a highly competitive market wanting to make the best out of the available budget.
Main results: Using advanced strategies the WBS team managed to bring outstanding results for Vindis. In this case study you will find the result brought.
Actionable advice: You’ll find actionable advice that will help your company take advantage of the digital tools available in order to get the best possible ROI and make the most out of your budget.
UK family owned car dealership established in 1960
Vindis Group operates in Bedford, Cambridge, Huntington, North-Hampton, Peterborough, Fakenham, Sawston, Bury St. Edmunds, St. Ives & Milton Keynes.
Offer: New & used vehicles, commercial vehicles and servicing across different locations
Brands: Audi, Volkswagen, Skoda, Seat, Bentley, Ducati
Objective: Brand awareness and lead generation
Conversions: Test drive, Contact us, Live chat, Book service
They wanted to evaluate PPC activities as the existing strategy was not agile enough for the fast-paced and highly competitive automotive industry.
They wanted to generate more leads from the website, incl. online enquiries, phone calls, booking a test drive and live chat.
Existing strategy did not o er enough flexibility to accommodate overlapping products, regular product changes and promotions, or special events.
On-site conversions were not tracked correctly, making it difficult to evaluate and justify marketing efforts.
WBS devised a new PPC strategy, which takes into account both, the multiple Vindis Group dealerships and the various vehicle brands and models they sell. Main focus on the strategy is to build brand awareness in locations where Vindis operate as well as generate leads.
WBS revamped the whole AdWords account, including the campaign structure, keywords, ad copy, settings, extensions, etc. Two types of ad copy were used – all with a clear call-to-action:
(1) Generic focusing on specific car brands and VG brand values;
(2) Offer ads, promoting tactical offers and events. WBS monitor and optimise PPC campaigns daily.
WBS also reviewed the Google Analytics set-up and reimplemented it via Google Tag Manager to ensure that all conversions (e.g. Book a Test Drive) and engagement elements are tracked and attributed correctly. Monthly report was developed to measure key performance indicators and we meet with the client quarterly to review the results face-to-face.
WBS also set-up remarketing to re-engage customers who did not convert during their first website visit. Recently we also recommended starting display advertising in order to reach a new audience based on their interests and specific, relevant placements. Both activities are bringing incremental conversions on the site.
increase in conversions
decrease in CPC
increase in CTR
After four months of running PPC with the new strategy, while constantly optimising the campaigns, the results were evident: the number of clicks increased by 90% while CPC reduced by 40%. PPC traffic now has the highest conversion rate across all channels, and the number of conversions has increased considerably. CTR increased from 3% to above 15%, proving that campaigns are focused and bringing relevant audiences to the site. CPC is still decreasing further over time while the number of conversions is increasing dramatically and has reached a level of 1,200 p/month in the last few months.
The team at WBS has been looking after our PPC account since 2015 and has helped to maximise our budget, increasing not just web traffic but also conversion of traffic to enquiry. Their methodical approach and analysis has helped me in more areas than just PPC, making them a crucial part of my digital marketing infrastructure.