How Digital Vendor Management Transformed Marketing ROI for an Automotive Dealership

In the fast-moving world of digital marketing, it’s key for businesses to understand where their budgets are allocated, what their marketing goals are, and to get the most out of their investments. At Phelps Digital, we're experts at making digital marketing work smarter. We specialize in helping our clients save money and get the best return on their investment by holding their various digital vendors accountable and simplifying performance data. In this case study, we'll show you how we used our skills in managing vendors to significantly improve digital marketing for a local automotive dealership that was facing challenges.

The Challenge

Our client, a local automotive dealership, was grappling with inefficient allocation of their marketing budget. A disproportionate amount of their budget was funneled into top-of-the-funnel awareness campaigns, leading to low traffic to their website and, consequently, low store visits. This misallocation of spend was a critical barrier to achieving their sales goals and required an immediate and strategic overhaul.

Our Strategic Intervention

Upon a thorough analysis of the dealership's digital marketing strategy, we identified a pivotal shift that could potentially unlock greater value for their investment. We recommended reallocating $2,000 from their higher funnel Connected TV (CTV) budget to a well structured Performance Max campaign through Google Ads. This move was designed to enhance targeting and reach potential customers at a more decisive stage in their buying journey.

Key Performance Indicators (KPIs)

To assess the impact of our recommendation, we focused on several Key Performance Indicators (KPIs) over a 60-day period:

• - Traffic to the website: An essential indicator of interest and engagement from potential customers.

• - Overall leads: A direct measure of the campaign's effectiveness in generating potential sales opportunities.

Results

The shift in strategy yielded impressive results:

• - Website Traffic: There was a significant increase of 31% in website traffic, indicating a higher level of engagement from the target audience.

• - Leads: Overall leads saw a remarkable increase of 34%, demonstrating the effectiveness of the Performance Max campaign in capturing high-intent customers.

The Client's Response

The automotive dealership was exceedingly satisfied with the outcome of our strategic intervention. The increase in tracked store visits and foot traffic was a testament to the efficacy of reallocating budget towards more targeted, conversion-oriented campaigns. This move not only improved their digital marketing ROI but also contributed to a more robust bottom line.

Have questions or need guidance on your digital marketing strategy? We're here to help. Reach out to Phelps Digital for a no-pressure chat with one of our experienced digital marketing strategists and consultants. We’re different because we don’t sell ads–we oversee them and so much more. Consider us as your digital marketing insurance team. Learn more today!