Case Study: Dominating Local Search for a Nationwide Automotive Dealer Network
Client - Confidential (National Automotive Dealer Network with hundreds of dealerships)
Industry - Automotive
Challenge - The client faced intense competition from other automotive brands, struggling to capture not only brand, model, and generic search traffic, but also crucial local search queries. They needed to reclaim their market share and ensure their 300 dealerships were prominently visible to potential customers searching for vehicles in their respective areas.
Objective - Dominate search results for relevant automotive keywords across brand, model, generic, and local searches nationwide, driving increased leads and sales for all 300 dealerships.
Our Approach
Recognising the importance of local search in the automotive industry, we developed a pioneering, hyper-local strategy. Instead of a traditional, centralised approach, we implemented a decentralised structure to maximise visibility and relevance at the dealership level.
1. Decentralised Account Structure
We created 200 individual advertising accounts – a first-of-its-kind approach – tailored specifically for groups of dealerships within the network. This granular structure allowed for highly targeted campaigns and precise budget allocation, maximising the impact of each advertising dollar.
2. Hyper-Local Geo-Targeting
Leveraging the power of geo-targeting, we focused on dominating local search results. Our strategy extended beyond simply targeting the closest dealership; we aimed to capture the first, second, and third positions in local search results for relevant keywords. This comprehensive approach ensured maximum visibility for potential customers in each targeted area.
3. Aggressive Bidding and Ad Placement
To achieve our objective of complete search dominance, we implemented aggressive bidding and strategic ad placement tactics. This allowed us to effectively "own" the search results page, minimising competitor visibility and maximising our client's share of voice. This strategic approach ensured that potential customers encountered our client's dealerships first and foremost.
Results
Our innovative and aggressive approach yielded significant results, driving substantial value for the client:
- Dominant Search Visibility: We successfully reclaimed market share across brand, model, generic, and – crucially – local search queries nationwide. Potential customers searching for vehicles in any given area were highly likely to encounter our client's dealerships prominently in search results.
- Significant Return on Ad Spend (ROAS): Despite the significant market investment required for such a comprehensive national campaign, we achieved a 9 ROAS for the brand. This demonstrates the effectiveness of our strategy and the substantial return generated for the client.
Conclusion
This case study showcases our ability to develop and execute complex, large-scale digital marketing campaigns that deliver exceptional results.
Our innovative approach to account structure, hyper-local targeting, and aggressive bidding strategies enabled us to achieve complete search dominance for a nationwide automotive dealer network.
By focusing on local search and maximising visibility at the dealership level, we drove significant increases in leads and sales, demonstrating our expertise in the automotive vertical.
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