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CASE STUDY:
SEARCH INNOVATION

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ABOUT

Southern California Cadillac Dealers Association

12 Dealerships in the Association

Surrounding the Los Angeles Metro DMA

www.socalcadillacdealer.com

Time Frame: June 2016 - May 2017

 
 

 

The OBJECTIVE

The Southern Cadillac LMA was looking to increase brand awareness within the luxury sedan marketplace, create a strong launch for its new crossover vehicle, the XT5, & convert more website traffic into sold units. 

Summary

Through an aggressive and highly optimized digital strategy, Fox Dealer generated a never before seen apex in search results for the Cadillac brand in the Los Angeles market. The campaign performance was so efficient it stimulated additional search interest for the Cadillac brand, driving more website traffic to its 12 dealers. This uptick in traffic also resulted in a higher website form conversion rate that led to more Cadillac sales.

 
 

How we Created an increase in Search Interest 

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The Solution

Fox Dealer used search as the primary metric for video and display programs and increased search interest through Google channels.

More ads = more awareness = more search intent = more consumer intent = more retail conversions = more sales.

By running additional ads optimized for each channel, Fox Dealer was able to increase search volume and retail actions significantly, while reducing overall search costs. This increase in engagement metrics resulted in more contacts, showroom visits, and sales.

 
 

Products:

  • AdWords
  • Google Display Network
  • PreRoll
  • TrueView Video Ads

The DIGITAL triFecta 

 

BRANDING STIMULUS 
CAMPAIGN CONVERSION
NEW CAR SALES

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INCREASED Search Interest

8% Growth in Cadillac Branded Searches in 1 year. 

Cadillac hit an all-time high for branded searches in the Los angeles market.

>See Full Trends report HERE.

 

[Source: Google Trends]

[Source: Google Trends]


[Source: AdWords & Fox Website Metrics]

[Source: AdWords & Fox Website Metrics]

Increased Ad Optimization and Conversion:

Cadillac lead form submissions increased 20% in the first month and 25% the second month without changing the ad budget. 

 


 

Increased Sales

In April 2017, The Southern California Cadillac Dealers Association outperformed the entire region and nation for Cadillac sales, achieving a 9% increase in sales over April 2016.

LMA + 9% | Region +6 | Nation +6 

April 2017 Cadillac Sales Increase

[Source Cadillac]
 

Interested in results like this for your LMA? Connect with our Tier II team today.