The Goal:
BigWantsYourCar is a completely new brand, part of the Big Motoring World Group based in Kent. In a post-pandemic world, the demand for new and used vehicles has completely outstripped the supply, leaving dealers like Big Motoring World scrambling to find cars to sell. The purpose of the business is to buy cars directly from customers, into the dealership.
The client wanted Own Your Space to handle all paid media and SEO budgets on a website they had already built in order to drive leads into the business, with paid media being the primary force to get the brand off the ground whilst the SEO had time to build and provide a consistent stream of leads.
The client had clearly defined USPs, one being one of the only car buying dealers in the UK to offer a fully online service, with 7-day guarantees and a number of methods on offer to secure your valuation.
Due to the highly competitive nature of the industry dominated by huge national car buying brands and narrow search volume given the relatively new car buying industry, the task was a big one, but the USPs would be key.
Our Strategy:
Our strategy for SEO was to be extremely aggressive with content, tapping into the topical authority that Utility, Guide and Blog style pages would provide. By surrounding the main hero terms in the narrow search volume with relevant and informational content, we would signal to Google that BigWantsYourCar has earned their spot on page 1 as a leading automotive brand.
From a paid media perspective, the strategy was to aggressively split test a vast amount of different audiences ranging from entire families to young professionals with the different USPs to ascertain the best combination with audiences.
After discussions with the client around limitations with their current tech set up, we rebuilt the website part way through the relationship. This allowed us to implement a lead tracking solution so that we could work out accurate cost per sale figures, as well as gain vital insight into performance broken down by; source, medium, campaign, keyword, ad group, ad set, creative etc.
149%
growth in keyword profile since January
1050%
growth in Page 1 Keywords
122%
increase in Organic traffic
142%
increase in Organic conversions
£4.09
Cost Per Lead across all campaigns
5.8x
Overall ROI