Serra Ford Case Study
Challenge
Serra Ford Rochester Hills had been consistently struggling with a low number of Web Goals. Their Recent Visitors & Remarketing Full Buying Cycle campaigns showed large increases in engagement but continually lacked assists and Web Goals each month. (Web Goals capture four main conversations leads: calls, chat, and text)
Challenge
Serra Ford Rochester Hills had been consistently struggling with a low number of Web Goals. Their Recent Visitors & Remarketing Full Buying Cycle campaigns showed large increases in engagement but continually lack assists and Web Goals each month. (Web Goals capture four main conversations leads, calls, chat, and text)
Though their Google Analytics data was concise, he had a gut feeling that their Paid Search vendor was not delivering on their services—one of the key indicators being an influx in bot traffic. With a monthly spend of over $20k, that gut feeling motivated him to stay ahead of the curve in digital marketing, and eventually, turning to Vistadash in September of 2017 to get to the bottom of the discrepancies.
Though their Google Analytics data was concise, he had a gut feeling that their Paid Search vendor was not delivering on their services—one of the key indicators being an influx in bot traffic. With a monthly spend of over $20k, that gut feeling motivated him to stay ahead of the curve in digital marketing, and eventually, turning to Vistadash in September of 2017 to get to the bottom of the discrepancies.
Strategy
After a few conversations and some deep reviews of analytics and events in Vistadash, it was determined since the remarketing campaigns were showing low engagement and conversions, it might make more sense to move the money into the Core Priority Models campaign to realize a better return.
Because removing spend entirely from these campaigns would essentially wipe the cookie pool, which might be needed later, it was determined that a reduction of spending would be a better solution than complete pausing of these campaigns. Therefore, $200 of remarketing spend was moved to the Core Priority Models campaign leaving the Remarketing budget at $300 instead of $500.
Working together with Vistadash and their paid search vendor, the update was made.
Strategy
After a few conversations and some deep reviews of analytics and events in Vistadash, it was determined since the remarketing campaigns were showing low engagement and conversions, it might make more sense to move the money into the Core Priority Models campaign to realize a better return.
Because removing spend entirely from these campaigns would essentially wipe the cookie pool which might be needed later, it was determined that a reduction of spending would be a better solution than complete pausing of these campaigns. Therefore, $200 of remarketing spend was moved to the Core Priority Models campaign leaving the Remarketing budget at $300 instead of $500.
Working together with Vistadash and their paid search vendor the update was made.
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