LOOKERS GROUP: 58% INCREASE IN HIGH-QUALITY SALES ENQUIRIES

The national automotive brand offers one of the most modern automotive retail experiences in the UK today, with an extensive dealership network, a wide variety of manufacturers, and a huge vehicle stock. Lookers partnered with Mediaworks to create a long-term paid advertising strategy capable of supercharging sales enquiries, optimising advertising spend, and using data-driven insights across distinct target audience groups to outperform their competition.

Acquisition

58%

Increase in enquiries

Efficiency

38%

Reduction in cost-per-enquiry

Conversions

42%

Increase in conversion rate

Acquisition

58%

Increase in enquiries

Lookers is an ever-growing multi-franchise dealer group that represents 32 volume and premium car manufacturing brands. As one of the top three motor vehicle retailers in the UK, Lookers was seeking a partner to drive efficient long-term growth across its multiple brands using paid advertising channels and search engine optimisation to drive high-quality enquiries. Mediaworks partnered with Lookers to ensure the brand was the first its target customer audiences thought of by dominating the space where its customers were starting their purchasing journeys – search. By doing so, we were able to and increase quality enquiries from new customers by accelerating search into transactional enquiries.

Mediaworks started by interrogating first-party company information alongside dealership locations and web analytics data. By utilising real-time reporting and geo-targeting, we were able to provide Lookers with greater insight both in terms of where it could gain greater visibility and where it could target real, high-value enquiry conversions.

Mediaworks worked closely with Lookers’ internal sales teams and systems, and by doing so, we were able to analyse qualified leads by each paid platform, driving individual brand. To ensure the right types of traffic were being correctly targeted, heatmaps were created in a custom data studio report to identify peak times, regions, and brands for the most valuable types of enquiries.

Mediaworks restructured Lookers’ paid advertising campaigns into 20 of the most profitable brand campaigns. By implementing geotargeting via vehicle search data, tracked on-site inputs from the vehicle search and found that the radius for travel for the selected brands was larger than expected, the targeted radius could be altered and serve relevant ads to target more prospective customers.

By applying dynamic reporting and actioning real-time data decisions on the paid search campaigns for Lookers, we achieved a 38% reduction in cost per enquiry, ensuring we met the client’s aim to have a cost-effective marketing campaign. As well as this, enquiries increased by 58% and conversions increased by 42%, therefore maximising the impact of Lookers’ spend and accelerating its new business enquiries and long-term commercial growth.

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