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National advertising campaign further with the local strategy.
Local search advertising campaigns with 140 Peugeot dealers coordinated across Germany.
Targeted Ads for dealers in 10 km from the location of the user.
Location extensions used and click to call to display the dealer address and contact details in the search ad.
Coordinated strategy with 140 local dealers in two months.
Like the Peugeot dealers are independent companies not owned by Peugeot, it is difficult for them to represent consistently in partnership with Peugeot online MDGs, their media agency, educate their dealers on AdWords in order to represent professional help online AdWords products such location extensions, click to call, and the target radius, they were able to coordinate a strategy that has shown the most relevant ads dealers in the local search results.
Peugeot Germany wanted to achieve national and local marketing strategy coordinated However, doing so successfully at the local level would involve the development of a research strategy with local dealers Peugeot, many do not advertise online Peugeot worked with their media agency, OMD, to implement an AdWords campaign that allowed them to bring 140 regional dealers online, reaching potential buyers in their area during the first two months, they received more than 7 times 9 million and 172,000 clicks This corresponds to about 600 visits to virtual showroom of each participating dealer per month the Click-to-Call function for mobile devices has been used about 3,000 times and directions feature in Google Maps was used 1300 times this enabled to generate leads effectively and pass directly to dealers at a cost moy in in the low double digits.
The number of purchases of cars and new registrations fell in Germany for several years and the competition has become more difficult, especially for importers such as the French manufacturer Peugeot online communication with customers and new buyers of cars also increasingly important within a single year, from 2012 to 2013, using the Internet as an information source for new car purchases increased 10 the new car buyer has 2013 Google study found that 87 potential buyers, the Internet is the most important starting point for the search for a new car search engine, in 69, are the source of information and the most important gateway to other digital sources such as manufacturer websites, beating other starting points such as car dealers or friends and colleagues.
The creative challenge and managing an AdWords campaign to involve regional dealers.
At the end of 2013, Peugeot has decided to make greater use of Google AdWords to lead potential new buyers to their regional dealers websites Several workshops with Google and MDGs set the stage, we wanted to support our distribution partners to run professionally on the web and being present at exactly the time when potential buyers in the region show interest via search ads, said Frederic Renard, marketing Director at Peugeot.
We wanted to support our distribution partners to appear professionally on the web and be present at exactly the time when potential buyers in the region show interest through Frederic Renard search ads.
The digital channel has become extremely important in recent years, especially because we can now get a clearer picture of how the process of buying decision occurs, said Sophie Tharra, Planning Director Peugeot MDGs The agency supports car importer in Germany and took over the management of the campaign the challenge was that dealers were meant to be seen in their areas of relevant services and that this campaign should be coordinated with the national campaign that held in parallel, said Sophie Tharra Some challenges had to be addressed if two dealers are in the same area as in the Ruhr valley what about large regions like the German Länder the solution that we allow simultaneous presence of dealers and allow users to click on offers that are interesting to them at the same time, ad delivery and deployment should be designed in a way that was as simple as possible for dealers.
Campaign successful growth of traffic of 20 and the generation of highly efficient prospects.
A first test with five dealers was successfully executed in late 2013 Subsequently, more than 140 dealers decided to participate in two weeks MDGs created a single campaign structure, we use Google's infrastructure for this campaign, us individually enter all dealers in a meta AdWords account and can match them together accordingly, we specify in the account that the ads must run in which region, for how long and for how many euros per click, says expert Sophie Tharra total, more than 1,400 mini-campaigns were refined in this way, generating more than 7 times 9 million and 172,000 clicks in the first two months in total, we recorded a growth in traffic of about 20 without significant loss of traffic on the national website, said the WCO Director of Click-to-Call function for mobile devices has been used approx 3000 iron times; directions feature in Google Maps was used 1,300 times Frederic Renard, marketing manager at Peugeot, said We are very pleased with these initial results and are continuing to work on improving the offer for our distribution partners and plan to roll across the entire network Sophie Tharra recommend AdWords to companies wishing to bring their national advertising closer to the market to get a stronger link between the publicity and the actual sales.
Peugeot Germany increases traffic to dealers websites 20 Using local search PDF Advertising strategy.
Peugeot Germany increases traffic to the 20% Dealer Websites Using Local Search Ad Think Strategy, Peugeot, Germany, increases.