The challenge

Sandown wanted a Search strategy that would drive local traffic and reduce reliance on Paid Search activity alone. This would reduce risk, and ensure a steady-flow of traffic into the business across a breadth of channels.

Sandown’s objective was to drive Sales and After Sales enquiry calls to local showrooms in the south east of England: Guildford, Basingstoke, Poole, Dorchester, Salisbury & Hindhead across Search, and provide great clarity across call intent: Sales or Service.

Sandown also wanted data transparency across dealerships, so that this could inform internal cross dealership meetings.

The Broadplace approach

Sandown wanted to make their marketing work for local searches and to grow market share in the regions where their showrooms were located.

Our approach was to look at specific geo-targeting of the PPC campaigns to support the optimisation efforts of our SEO that look at local searches and the performance of the individual dealership pages.

PPC incorporated longer-tail, geo-specific keywords as well as a data feed to populate ads with the monthly model payment cost. Whilst, SEO generates broader more contextual higher-funnel traffic onto the Sandown website.

The results

Call data conversions were split in Google Analytics into Sale enquiry phone calls and After Sales phone calls. The geo-targeted campaigns lead to an increase in overall phone calls of 48%.

Search activity resulted in live chat enquiries increasing by 59%, and users on site increasing by 45% year on year. This meant less reliance across Paid Search, and a healthier channel traffic split across Search.