(+44) 01438 870220
(+44) 01438 870220

GROUP 1 AUTOMOTIVE

Group 1 Automotive

Honchō’s SMARTfeed technology brings sale success to Group 1

Client: Group 1 Automotive
Services: PPC

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

Business 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.

Honchō Treatment

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.

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.

Group 1 Automotive

“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 Real-time advertising is a given; but it’s surprising to see how many out of date ads are still served to customers in 2019 elsewhere!”

OTHER CASE STUDIES

<a href="/services/paid-media/display-advertising/" class="white">Display & Remarketing</a>

WWE WRESTLEMANIA XXXI (31)

Teaming up with WWE WrestleMania to get the public talking about the annual event. Using a comprehensive PPC strategy to see 800 million impressions, a 35% increase in Twitter followers and a 15% rise in YoY sales.

 -

GUMTREE

-

<a href="/services/paid-media/paid-search/" class="black">Paid Search</a>

PENTAGON FORD

Building a PPC campaign for a growing automotive business saw them speeding ahead with a 37% stronger conversion rate than average, as well as a 28% rise in Q1 inquiries.

<a href="/services/seo/international/" class="white">International SEO</a>

OSPREY

Through localising SEO for 56 international sites across two .com domains, outdoor accessories brand Osprey, saw an improved international SEO performance and 120% increase in organic revenue.