Courtesy Chevrolet Drives Holiday Sales with a Paid Search and Video Strategy

26%

CTR ON PRE-ROLL CAMPAIGNS

1.9

AVERAGE AD SEARCH POSITION

27%

AVERAGE DAILY WEBSITE VISITS

5X+

VEHICLES SOLD ON BLACK FRIDAY

Overview

Courtesy Chevrolet was looking to increase website traffic and vehicle sales during their Black Friday sales event. The dealer group partnered with Search Optics to develop a paid search and pre-roll video strategy to promote the event and drive quality leads leading up to Black Friday.

Objectives

+ Advertise Black Friday incentives

+ Target in-market shoppers

+ Increase website visits and shopping actions

+ Grow overall traffic during sales period

+ Drive new and used vehicle sales

Solution

A robust digital advertising campaign, consisting of strategic Paid Search and targeted pre-roll video ads, ran during the four weeks leading up to Black Friday. An integrated campaign focused on leveraging these digital solutions to promote the Black Friday sales incentive, buy a new or used vehicle and get a pre-owned vehicle for $1.

+ Targeted high-intent keywords to create bidding efficiencies through paid search

+ Developed strong messaging, including mobile ad copy, to promote sales incentives

+ Ran personalized Black Friday Sales Event pre-roll videos on all platforms

+ Video ads were served across a network of over 80,000 top-performing websites

Results (November 2016)1

YoY Results (July - October, 2014 - 15)1

+ Achieved a 26% click-through-rate (CTR) on pre-roll campaigns

+ CTR on Paid Seach campaigns was 4.5x higher than the industry average²

+ Maintained top search rankings with an average ad position of 1.9

+ Monthly website visits increased by 9% month-over-month

+ Average daily website visits increased by 27% during the week of Black Friday

+ Sold 83 vehicles on Black Friday, 5x more than on an average day for the dealer

¹UPTRACS Analytics for Courtesy Chevrolet Oct.- Nov. 2016

²Google Adwords Industry Benchmarks, Wordstream Nov. 2016

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To learn how Search Optics can develop a personalised digital solution to drive results, contact us today.

SearchOptics.com | 866.570.8627

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Courtesy Chevrolet Drives Holiday Sales with a Paid Search and Video Strategy

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