Group 1 Automotive PPC Case Study

CHALLENGE

2019 holds huge challenges for car dealerships. Not only has Brexit (yes, we’re sorry to bring it up again!) affected sales and production for manufacturers, but new EU laws have brought WLTP into play with stringent vehicle testing guidelines. This makes production for new vehicles slower and has created a backlog.

For the customer who expects a new car instantaneously, this can be tricky. Dealerships have had to cope with this demand, and shift focus onto their stock cars and used and approved vehicles instead.

Our challenge was to make Group 1’s used car offering heard and seen in a competitive used car environment. The noise from advertisers in this space is huge.

STRATEGY

Group 1 had a strong used car offering, with around 4,000 vehicles available. We created adverts from a live inventory, meaning that customers saw what was available rather than being led to disappointment. For the demanding customer, price and key vehicle information needed to be clear and upfront.

Using Honchō’s own SMARTfeed technology, we were able to create custom, compelling adverts that used real-time prices and offers. These match the customers’ search and naturally featuring price meant that the adverts performed better in terms of click-through rate and conversions.

STRATEGY

THE RESULTS

Our technology enabled us to advertise correct vehicle information in real-time. It was instantaneous if a car was sold or there was a new listings; ensuring Group 1 was visible and accurate in this crowded used car market.

54% increase in conversion rate
21% improvement in ad click-through-rate

We’re extremely proud of our own SMARTFeed technology. Already we are seeing this revolutionise the paid results for clients like Group 1 and improving sales. Real-time advertising is a given; but it’s surprising to see how many out of date ads are still served to customers in 2019 elsewhere!

★★★★★