In just over a year BTP Digital Group’s Search Engine Marketing strategy was able to double the DGDG campaign’s conversion rate ( February 2015 – March 2016 ). Using a more hands-on approach, BTP was not only able to increase the campaign’s number of Clicks by a large margin but has continuously grown the number of conversions. A Conversion happens when someone clicks on your ad and then completes an action that you’ve defined as valuable to your business, such as submitting an online form or a call to your dealership. Conversions are a key indicator as to how much value your online ads are bringing to your dealership.
Average Cost Per Click
When BTP began managing the DGDG Search Engine Marketing campaigns, the average Cost Per Click was hovering just around $4.50 per click. Soon after applying BTP’s Pay Per Click strategy they were able to not only cut the average Cost Per Click down to $2.20 but were also able to maintain a steadily growing Click rate. Cost Per Click (CPC) refers to the actual price you pay for each click in your Pay Per Click (PPC) marketing campaigns.
Click Through Rate
BTP’s Pay Per Click strategy was successfully able to generate more user Clicks while raising the average Click Through Rate. This was achieved by focusing in on each campaign’s Keywords, which in-turn helped the ads perform better amongst users. In September of 2015 BTP rolled out an aggressive display ad campaign that included YouTube Pre-Roll video ads. As seen by the chart, the average Click rate volume increased dramatically while the Click Through Rate dropped by 1% due to people ‘skipping’ the ad. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR).
Average Ad Position
A successful PPC ad campaign is determined on where your ads rank in search. BTP’s search engine marketing strategies were able to take DGDG’s average ad position from to the top 2 positions. As you can see this dramatically increased user Clicks while creating a higher a level of brand awareness. Average Ad Position is a statistic that describes how your ad typically ranks against other ads. This rank determines the order in which your ads will appear on the page.
Transparent & Trustworthy
Our belief in managing your dealership’s paid search strategy is that it should include complete transparency. We link our platform to your existing AdWords campaign, leaving you with complete access and control to your account. We feel that you should never have to wonder what our management fees are and how much of your budget is going to actual ad spend. We also feel that you should understand what your paid search traffic is doing when it gets to your site. As a result, we link your AdWords account to your Google Analytics for website engagement metrics on your PPC traffic.
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