Achieving Success Through Alignment

Shift Digital worked with an automotive manufacturer to create a digital program strategy that would improve performance and alignment of its dealer network. It was determined that a focus on more intentional shoppers would support both those initiatives.

Shift Digital's Virtual Marketing Consultant team used an internal search engine marketing assessment tool to analyze key performance indicators like impression share, click-through rate, cost per ad, form submissions, and phone call leads. The team provided custom recommendations to each dealer, along with an explanation of the changes they could make to improve alignment. We rolled out several new and innovative resources to support these efforts, including custom keyword templates, holiday keywords, and model-specific monthly spend analysis. And we performed an initial assessment of each dealer’s current digital advertising performance to serve as a benchmark for success.

After testing the program with a pilot group, the brand brought in its full retail network. Within the first 90 days, several dealers saw immediate results with the number of clicks, search click-through rate, and unique website visitors steadily increasing. One dealer reported that their Cost Per Click decreased from nearly $3 to less than $1.97, and that click throughs from search placements had increased by 34 percent after just 90 days.