How Phelps Digital Helped One Auto Dealer Save Big on SEM
CHALLENGE
Like many retailers, a particular Chevrolet Dealership in a midsize market was looking for opportunities to decrease its digital budget and increase its investment efficiencies. Phelps Digital was tasked with reviewing their digital strategy and recommending improvement opportunities.
SOLUTION
One of the first questions Phelps Digital asked the Chevrolet Dealer was, “How much of your co-op dollars are you leaving on the table?” Phelps knew that the Chevrolet Dealer was part of a GM program that offers advertising dollars toward digital campaigns with approved vendors for a variety of services including SEM. Phelps identified that their current SEM provider was not in-program and that they had quite a bit of additional spend available to them each month to supplement their advertising. As part of its services, Phelps Digital reviews performance data from digital providers for each client they work with. This review of data allows Phelps to easily identify top performers by just about any metric that is important to a particular client. In this case, not only did Phelps help the Chevrolet Dealer identify the opportunity to save on its SEM investment each month, Phelps was also able to recommend specific providers that have a proven track record when it comes to efficient performance.
RESULTS
After the Chevrolet Dealer switched to an in-program SEM provider, they were able to save more than $3,000 per month on their SEM spend. In addition, their campaign performance improved as well. For example, prior to the switch, their average cost per VDP view was $13.50. However, after just three (3) months of working with the new provider recommended by Phelps, their average cost per VDP view was $5.50. This one switch led to a 59% improvement in traffic performance!
