Counting Cars

There is a general understanding that the end goal for a business is to increase revenue and maximize profits. For each business specifically, the steps in which to gain said profit is the magic formula. For example, a college may want to increase attendance or a clothing store may want to sell more items. Automotive service companies’ ultimate end goal is to increase cars being serviced at their locations.

Media Works was given a project to help a retail automotive client increase their monthly car counts through Google Search & Performance Max campaigns. We are able to track conversions within Google as a Store Visit, while also aligning with the client’s data of actual Car Counts.

When analyzing existing campaigns, Media Works recommended & implemented several optimizations right off the bat:

  • Pausing any keywords with no impressions volume or conversions
  • Removing negative conflicting & redundant keywords across ad groups
  • Layering custom target audience segments to better target a potential customer, and to optimize against
  • Adding a Competitor ad group to conquest competitor price offers
  • Adding additional relevant keywords, based on keyword research & relevancy

As we moved through our first few months of the campaigns, we were able to further optimize & test to increase conversions & Car Counts:

  • Tested a smaller geo around each store location, which proved to limit conversions. We then opened the radius back up which then saw improved performance.
  • Implemented location & image extensions to better customize ads and make them more visual to attract attention.
  • Made bid adjustments on locations receiving lower impression share to bolster activity to those stores.
  • Dayparted our campaigns to better align with customer habits.

Our ongoing testing & optimizing on a daily & weekly basis has led to increased Conversions (store visits) and Car Counts week over week, while maintaining an efficient Cost Per Car.

Written by Paid Search Specialist, Elliott Wiley

Share this post

Scroll to Top