The Challenge
CarService is an online business that generates leads
for car service centres. A user simply enters the make of
their car and the postcode where they want to locate a car service
centre. They are then provided with a list of businesses that
service that vehicle in the relevant area. The value of the service
is based on a high level of user interaction. The more users
involved, the higher the value of each inquiry.
CarService has previously used Search Engine Marketing
campaigns to drive users to the site but had been unhappy with the
return on investment. Consequently, CarService engaged Next Digital
to improve campaign performance and provide a more sophisticated
level of reporting.
Our Strategy
Ultimately, the success of Paid Search centres on
understanding how consumers use search engines. Since
CarService had used Search Engine Marketing in the past, it was
important for us to audit the campaign, in order to identify the
strengths and weaknesses.
Drawing on the insights gained from the audit this,
we planned and implemented a new, optimised campaign designed
specifically to increase the number of leads generated at a lower
cost per lead.
The Results
The results of the Paid Search campaign were instant and
impressive. The conversion rate increased by 340% with the added
bonus of a decrease in cost per clicks of around 20%. In its
current form, the Paid Search is a critical element of the traffic
generation process to CarService each month and is responsible for
a majority of enquiries made on the website.