The Situation

A three-dealership group located in Ohio, with Hyundai, Kia, and Chrysler franchises, faced significant challenges in attracting shoppers to their showrooms. The complexity of their situation was exacerbated by the fact that the three stores not only shared a common parking lot but also an inventory data feed. This overlap created hurdles in effectively running:

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• Paid Search Campaigns: Implementing successful paid search campaigns across all three brands.
• Vehicle Listing Ads (VLA): Running VLAs from a single feed.
• On-Site Offers: Creating and managing on-site offers that could cater to a diverse range of shoppers across the different brands.

The Solution

The dealer group turned to PureCars, an agency renowned for its expertise in handling complex advertising requests. PureCars implemented several strategic solutions to address the dealer group’s unique challenges:

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• Integrated Advertising: PureCars developed cohesive advertising campaigns that promoted the group and its website, rather than focusing on individual brands. This holistic approach helped reach a broader audience and emphasized the convenience of visiting a multi-brand dealership.
• Expanded Advertising Radius: To draw in more customers, PureCars expanded the geographical reach of the advertising campaigns. By targeting a larger area around Cincinnati and Columbus, they increased the potential customer base and enhanced showroom traffic.
• Streamlined Feed Management: PureCars leveraged their advanced ad technology to utilize the single aggregate feed in Vehicle Listing Ads (VLAs) and manage customized On-Site Offers. This approach ensured that all brands were equally represented and that the campaigns remained cost-effective.

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The Results

Over an initial three-month period, the implementation of these strategies yielded impressive results for the dealer group:

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• 766 Paid Search Leads: The unified advertising campaigns effectively captured the interest of potential customers, leading to a significant number of paid search leads.
• 151 VLA Leads: The optimized feed management allowed for efficient VLA campaigns, generating substantial leads.
• 92 On-Site Offer Leads: Adding customized on-site offers resonated well with shoppers, contributing to a notable number of leads.

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Conclusion

By turning to PureCars, the Ohio-based dealer group overcame their data and advertising obstacles, ultimately driving more traffic to their showrooms and achieving significant lead generation. This case study emphasizes the importance of integrated advertising, strategic geographical targeting, and effective feed management in achieving successful dealership marketing outcomes.

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