Our client, Western Pacific Autobody (WPA) is the first sole purpose Mercedes-Benz Autobody dealer in Western Australia. WPA also runs the following Mercedes dealerships: Diesel Motors, Westpoint Star and Southpoint Star and also the Allmarques of Perth brand that deals in pre-owned luxury cars.
Before engaging our services, WPA was experiencing the following challenges:
- Working with another paid search provider but was experiencing limited success
- Limited reporting with a lack of transparency
- Unsure about the effectiveness of Google AdWords as a marketing channel.
- WPA reported a noticeable increase in foot traffic to all dealerships since White Chalk Road took over management of their paid search account
- The client chose to increase spend with White Chalk Road on several special monthly and ongoing promotions around all Mercedes-Benz sedans and commercials including trucks and vans
- WPA was very happy with both the paid search management and level of detail in the reporting and were satisfied their ad spend was producing a return for their business.
White Chalk Road undertook a comprehensive review of the current Google AdWords campaign and created a list of suggested improvements around bids, keyword matching and conversion tracking to help measure Return on Investment (ROI).
Monthly Account Management
Our monthly paid search optimisation strategy was designed to improve the current ad campaigns and provide fully transparent reporting.
More specifically we went about the following tasks:
- Reducing wasted clicks with specific negative keyword matching to filter out irrelevant searches
- Setting up conversion tracking for the Allmarques ad campaigns to track email leads
- Writing engaging ad text copy to entice the user to click through to the website(s)
- Utilising advanced ad extensions to further ensure ads stand out from the crowd
- Creating new ongoing and once-off advertising campaigns to push specific Mercedes-Benz models
- Researching and setting up campaigns for the Google Display Network (GDN) with highly relevant targeting around interests, demographics, placements and keywords
- Building a comprehensive monthly report including an executive summary, campaign data, actionable insights and clear next actions