Case Study: Motor Vehicles Share: Novi Digital Ltd Score Awaiting client review n/a Date Published 20 January 2021 Reading Time 3-Minute Read When we first took a look at the account, we conducted an audit and established that the tracking was broken. What Was the Problem? The client approached us after being dissatisfied with their existing agency. When we first took a look at the account, we conducted an audit and established that the tracking was broken. We quickly remedied this. Following this, we also established that they were paying excessively for each conversion. How Did We Resolve It? To begin with, we audited the Google Ads account in full. In doing so we established over 500 keywords with either poor performance or no conversions at all and these were immediately paused. We then proceeded to pause any lower performance ads, established an extensive list of negatives which were also added within the first 24-to-48 hours and conducted the full account audit. Following the complete audit having been completed, we worked with each individual car showroom (there are several across the North West), ensuring that each showroom had it’s own set of campaigns for each of the makes and model of car that they stock. We worked with the team at Lloyd to reverse-engineer exactly how much they should be spending on each lead separately for each make and model of car. Targeting different manufacturers, the margin ranged widely, so it was crucial that we did not allocate each lead the same value. We also had to factor in the differing conversion rates with each of the car brands. Each campaign was then built using a match-type structure, meaning that we created campaigns for Exact-match, BMM(Broad-Match-Modified) and Phase-match. Within each campaign we used a SKAG structure, meaning that there is only one keyword per Ad Group to achieve the maximum availability quality score. From there an extensive negative keyword list was built for each campaign (Phrase and BMM). In addition to this, we added campaign-specific ad extensions of all possible variations, from call extensions through to price extensions. The campaigns continue to be refined each month using our AI and machine learning automation tools, as well as manual reviews by their DMC, DME and at management level. What Were the Outcomes? When began managing the account in August 2019, we instantly saw an uplift in performance. Under previous management: If we look at July 2019the account spent £23.8k, obtained 404 conversions at a cost-per-conversion of £58.89 and had a conversion rate of 1.55 %. June 2019 was similar with £27.2k, 365 conversions at £74.46 cost-per-conversion at a 1.22% conversion rate. Under our management: When comparing the last 3-months of August, September and October to the previous period there were substantial improvements in the first 3 months alone: Cost reduced to £42.4k from £70.8k Increase in conversions of 717 from 2103 to 2820. Decrease in the cost-per-conversion by £18.61 per conversion from £33.64 Increase in conversion rate from 0.28% to 3.68%. In the present day, we continue to exceed expectations. The results below are for August 2020: £16.4k spend 1170 conversions £13.99 cost-per-conversion We continue to refine the campaigns each day for improved performance.