Automotive industry case study
Motability: Award winning PPC campaign driving new prospects
What is wonderful about this work?
Our detailed and targeted campaign to provide consumers with online access to the Rough Guide to Accessible Britain
achieved an impressive conversion rate of 17.33%. CPA was reduced from £18.37 to £1.52
(a 91% reduction) and conversion improved from 4.2% to 17.33% year on year.
Objectives
To ensure requests are captured when conversion rates are at their highest by increasing budgets during press ads. Deliver leads at a CPA below £3 and maintain conversion rates above 13%.
Support competitions with an integrated PPC campaign. Track interest in the Motability site over time.
Strategy and Targeting
The campaign required activity outside of traditional PPC. Ads therefore targeted blue badge holders unfamiliar with Motability, to generate a prospect pool.We engaged them through content relevant to those looking for days out and disability-friendly activities, easily accessible venues, jobs for blue badge holders and accommodation for the disabled.We also looked at individuals seeking disability-friendly access sites in Britain, targeting specific locations or venues.We took third-party searches into account: parents caring for children with a disability. PPC was vital channel as online had to work hand-in-hand with offline advertising.We increased brand awareness and complemented PR and advertising with an integrated PPC strategy. Through pushing online activity alongside press ads and PR, we could ensure higher visibility when there was a higher volume of traffic. Furthermore, the contents of all press releases, ads and competitions were incorporated into the copy to improve quality of traffic, along with a specific budget strategy was formulated into this to push volumes at times of valuable traffic.
A concise message is key to PPC due to character restraints. The creative strategy therefore tested numerous ads that highlighted different areas of importance for the Accessible Guide. Maintaining the relationship with the press campaign, it was important to integrate offline PR as well as venue names and locations to produce granular ad groups within which we could be more specific.We chose keywords that were as broad as possible to target a broad audience.
Database
Prospects automatically become part of Motability's acquisition programme. Anyone giving feedback or thoughts on the guide is given the opportunity to report these back to the team for potential inclusion in the next edition. Motability now has 6,019 consumers they can contact directly.
Results
Actual CPA through paid for search was just 50% of the £3 target, at £1.52. Blended CPR = £2.68.
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