Due to high competition with aftermarket service garages such as Goodyear and Jiffy Lube, we were tasked with driving retail service business for over 4,000 Ford, Lincoln and Quick Lane locations across the country.
The program leveraged Fusion92’s audience targeting, on-demand landing page generation, advanced media science, deep analytics and optimization services.
We started by customizing content based on the type of service searched, leading customers back to the dealership through touch points ranging from online service appointments to phone calls and other site interactions. We then transformed the program from single fixed monthly budgets to budgets based on seasonally adjusted monthly search volume. These were forecast by service type to achieve the desired coverage of market opportunity.
In the end, we drove 400%+ ROI, a 53% increase in store visits, a 60% increase in key buying activities and a 40% reduction in cost per key buying activities.