Turan Foley
Digital Display, Targeted Email, SEM, Paid Social Media
Paid Search traffic increased by 9% YOY from 2016 to 2017
Case Study:
Turan Foley
Turan Foley is a Chevrolet, Cadillac and Buick dealer on the Mississippi Gulf Coast with a competitive new and used inventory. As an auto dealership, their priorities are to grow business while remaining trustworthy and strengthening their brand.
By partnering with AMG, they have been able to do just that. They have a strong digital presence and are able to reach auto intenders wherever they are online through display ads on 97% of websites, search engine marketing, targeted e-mail campaigns, and Facebook.
Solutions
Digital Display, Targeted Email, SEM, Paid Social Media
Digital Display
The digital awareness campaign continued in 2017 with display ads on the extended reach network, AL.com, Nola.com (one hour from client’s location), and Gulf Live, targeted to auto intenders. These also included InStory videos that reach a much more engaged audience, appearing in the middle of content that AL.com readers are consuming.
To define our auto intender audience, we take into account:
- Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
- We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)
Turan Foley also invests in CPC display which is done with Google. Ads are served to the target audience based off their search results. The client only pays when the ad is clicked on.
Targeted Email
Targeted e-mail campaigns were sent out to auto intenders who have opted in to receive marketing e-mails. These e-mails included persuasive subject lines to increase the open rate and CTR.
Each month, Turan Foley picks a certain car, truck, or SUV to focus on and the e-mail is sent out with custom creative to the target audience – an example would be a new SUV targeted to moms or those with families.
Search Engine Marketing
Alabama Media Group launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo!, to increase Turan Foley’s visibility in search results as consumers make major automotive purchase decisions. They run separate campaigns for Chevrolet, Cadillac, and Buick.
Alabama Media Group closely tracked performance indicators and optimized the campaign accordingly through ad copy and bidding adjustments.
This ongoing optimization process resulted in increased inbound web traffic through paid search.
Dynamic search engine marketing is a unique tool that allows AMG to pull in inventory from Turan Foley’s used cars. The search engine keywords are automatically updated based off the inventory – when that car is sold, the keyword is removed, thus Turan Foley is only paying for clicks relative to the cars currently in inventory. We can prove performance by showing what cars were sold and what keywords we removed as they were sold.
Paid Social Media
Since social media channels are a platform where customers share their experiences and show support for brands and services they enjoy, the campaign utilized paid social media to engage with customers and build Turan Foley’s social presence. The Facebook ads were done through the Ads Manager platform, where the ads would be sponsored and show up directly in the news feed of the target audience.
With behavior and geo-targeted, sponsored posts of inventory, deals, and specials, Turan Foley has increased its digital reach of auto intenders to where they are most engaged online – in social media and on their own news feed.
Results
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, Alabama Media Group was able to increase Turan Foley’s bottom line. Campaign Highlights:
Relationships Matter
Building partners for life
Client Testimonial
“When we started looking for someone to handle our digital marketing, we interviewed almost ten different companies. AMG was by far the most knowledgeable not only in knowing what they’re doing in the digital world, but also very down to earth in explaining their product to us so we knew exactly what they would be doing for us. In the end, it’s always about results and hands down, year over year, they’ve consistently produced for us and we’re glad we chose AMG to represent us!”
Paul B. Bozant | Turan Foley
Account Manager Testimonial
“I’ve loved having the opportunity to work with the team at Turan Foley. They have a tremendous amount of trust in our team which allows us to make adjustments to drive website traffic from many avenues. In an everchanging industry it’s always refreshing to work with a client that is eager to learn what is new in the digital landscape. It’s been a pleasure helping Turan Foley grow into one of the biggest dealerships on the Gulf Coast.”
Derik Anderson | Account Manager
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