The Client
Simpsons Motor Group is based in East Anglia and sells a wide range of new Skoda’s and quality used cars.
Simpsons are a Motability accredited company, providing the service to exchange a mobility allowance for a brand new car.
The Brief
Increase traffic to the website to increase leads for Motability, new and used cars via paid search.
The Solution
Simpsons Skoda is local to East Anglia and does not sell UK wide so a locally targeted paid search campaign was set up to drive traffic to the website from searchers around the agreed catchment area.
The client agreed most leads were received on the telephone so Affinity i-Marketing implemented bespoke telephone tracking to log leads from telephone calls generated from the website in addition to the competition of the online contact form.
The Results
With the campaigns locally targeted the sales leads generated have been of a much higher quality.
This is especially true with respect to the Motability campaign as leads were previously being generated that were outside the catchment area that the client was able to work within.
The PPC campaign has been driving, on average, 70% of the traffic to the website.
Telephone tracking has provided vital statistics to monitor the success of the campaign.
The cost per lead can be calculated much more accurately which has helped adjust budgets accordingly in line with performance.
