Ford, Hyundai and Mitsubishi dealership. A Central Coast business driven by a Gosford family since 1939. Local business Booth’s Motor Group proudly serves the community from three locations across the Central Coast – North Gosford, West Gosford and Tuggerah.
The Challenges
- Drive brand awareness to Booth’s, as a local company that cares for the community while increasing engagement and conversions.
- Track the conversions in the users’ journey through the 4 different websites the business operates.
- Restructure the objectives and main website conversions, focusing on those which matter the most to the client.
The Approach
- Using the appropriate channels and ad types we developed full funnels that serve the right content at the right time.
- Google Search and Display Ads along with Facebook and Instagram Videos, Carousels, Stories, Instant Experience, Image, and Animated Image Ads were all utilised.
- Ads landing page review and optimization was carried out.
- Continuous Always On campaigns were also the key to finding the ongoing bottom of funnel sales opportunities as well as strategy and automated improvements.
The Strategy
Period of analysis Jan – Sep (2019 vs. 2020). Google Ads + Facebook Ads.
- Awareness and engagement campaigns talking about the company’s journey through the years;
- For those users who engaged with the awareness ads, we’ve run conversion-focused offer ads, split by Brand or Vehicle interests;
- Continuously A/B testing on ad types, audiences, campaign objectives, bidding, and approach; In that way, we have got a qualified warmer audience interested in specific car models;
- A granular approach in the bottom of the funnel showing more specific ads according to users’ interests;
Case Study Transcript
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