Challenge
The automotive category is one of most competitive online, with the sector
ranking second highest in Australia’s $1 billion digital spend. Australian Motors
needed to be perceived as a market leader online as well, while at the same
time increase leads from their website.
Strategy
To generate the required results, Australian Motors needed to own the Google
listings for their category. To do this, we would use a combination of CPC
(Cost Per Click) and SEO (Search Engine Optimisation).
Idea
We identified opportunities with a wide range of keywords that reflected the
actions and thoughts of a person in the market for a new car. To increase lead
conversion, we created additional conversion points on their website, like
requesting a brochure, service enquiries and new car enquiries.
Results
Australian Motors now command the largest share of voice in their category,
dominating in keywords as generic as “Mazda Adelaide”. The combination of
CPC and natural listings have increased click-through by 28% and more
customers are converting into leads, with 1.5% of unique visitors converting
into an online enquiry.
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