Case Study Automotive

YOU GO DIGITAL – CASE STUDY

Automotive - Paid Search
2020 vs 2019

CHALLENGE = THE PROBLEM

CAMPAIGN REBUILD & STRUCTURING

MAINTAIN OR IMPROVE CAMPAIGN PERFORMANCE

HIGHLY COMPETITIVE INDUSTRY

As this account faced high inter-account competition, the existing structure resulted in unnecessarily high CPCs & CPAs, leading to budget wastage and lower quality scores across campaigns.

The client had an existing paid search account but faced the challenge of how to build up the Structure of campaigns for future scaling.

The campaigns needed to be rebuilt while ensuring no negative affects on the results. All this during a pandemic in an already highly competitive automotive industry.

GOALS = THE OPPORTUNITY

The main goal was to create structure without negatively impacting performance with the rebuild, while aiming to allow for a positive trajectory in campaign performance.

This also presented the opportunity to allow for proper data collection to be used for comparisons & benchmarking.

Allow for the collection of higher quality audiences which can be used across channels.

THE SOLUTION

We used Google Search Ads, but instead of blindly following the current best practices, we went for a specific keyword & negative keyword strategy.

This approach allowed us to first reduce wastage before scaling.

THE RESULTS

Following the rebuild, we saw the following YoY improvements

Results over 12 months while only scaling spend by 67%