As part of the SEAT Germany Dealer Search Strategy, for the first time a direct link between online generated leads, sales of new and used cars, along with Aftersales services was proven. In addition, SEAT achieved an increase in the visibility, and thus a better coverage of relevant search queries for participating dealerships.
Approach
Central Search Engine Advertising for SEAT Dealerships
AdWords ads with geo-targeting, click-to-call extension, Directions and tracking numbers
Tracking tool measuring online leads to sale
Ongoing optimization of campaigns
Goals
Increase the visibility of local SEAT dealerships
Secure presence on first search results with local SEAT Dealerships on relevant searches
Demonstrate that the purchase of new cars, used cars, and services is due to the PPC campaign
Results
Local ad visibility: +95%
Every 2nd lead resulted in an appointment at the dealership
12% of leads ended in a sale
Number of new customers among all generated customers: 95%
Cost per Lead: <33% of the expected cost
