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Local Display Advertising – Case Study

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Objective:
The client wanted to get the most out of the Holden 0.5% Finance promotion by using local display advertising to reach customers in their area. This promotion ran during Q3 2012.

Measures:
In order to measure the performance of the local display advertising campaign, the following metrics were tracked:

  • Enquiries: Increase in overall enquiries
  • Website Visits: Total visits per day before, during and after the promotion
  • Brand Awareness: Number of branded keyword visits compared to the previous month

Budget:
The client allocated a budget of $2,000 for this promotion. This enabled their ads to seen by people in their local area, on premium websites such as news.com.au and ebay.com.au.

Campaign Structure:
The promotion contained multiple ad variations, allowing banners to be shown to local customers as they browsed webpages relating to specific models of new Holden (eg. people looking for Barina reviews were shown an 0.5% Finance ad for a Barina). This also meant that the client could see which models drove the most traffic to the website and received the most enquiries.

Results:
These were the results for the local display advertising campaign:

Considerations:
Holden was also running campaigns for the 0.5% Finance offer. By running display advertising locally the dealer was able to maximize their benefit from the offer.

The increase in Branded Traffic illustrates that the display campaign had a positive effect on the client’s brand, while also generating more website traffic and enquiries.


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