DMD Group, a leader in the automotive industry in the Grand Ouest region since 1934, operates over 45 dealerships and offers a wide range of vehicles for both individuals and professionals.
Despite having strong and well-established SEO, ensuring quality organic visibility through a technically sound and well-structured website, the company sought our expertise. They aimed to maximize lead acquisition and optimize advertising performance by implementing a SEA strategy.
For DMD, our mission was to maximize the acquisition of high-quality leads by implementing a targeted SEA strategy. We structured this approach around three main pillars: Facebook ads, contact forms, and Google Ads campaigns.
Each Facebook campaign is consistently supported by a Google campaign. For example, in the Ford campaign focused on the E85 range, Facebook generated 136 leads, while Google, through Search and Pmax campaigns, increased traffic by 28%. Regarding our approach for the DMD dealership, Facebook excelled in lead conversion, while Google was the driving force behind the acquisition of qualified traffic.
With Facebook at the core of our strategy, we implemented targeted advertising campaigns to promote the catalog, special offers, and events, thereby increasing engagement among potential customers and reaching a broad audience.
Instead of launching a separate ad for each dealership, we revised our strategy to concentrate our budget on specific segments, such as new and used vehicles. This approach allows us to run fewer campaigns but optimize them more effectively, allocating a larger budget to achieve better results. Additionally, we utilize Facebook Dynamic Ads to efficiently promote the entire stock of used vehicles for the DMD group. These dynamic ads automatically display personalized advertisements based on users' behaviors and interests, enhancing our ability to reach potential customers with relevant offers and boosting conversion rates.
To boost the sales of used vehicles, we synchronized the stock of used and demo vehicles from the website to a Facebook catalog . Throughout the campaign, we adjusted the budget allocation based on current business objectives, focusing on a specific brand, car type, model series, price range, mileage, etc.
For example:
We then activated remarketing so that when a user views a vehicle on the website, they see that same vehicle again on Facebook.
The integration of optimized contact forms through DMD’s Facebook campaigns has greatly enhanced lead capture. We ensured these forms were easily accessible and compelling, encouraging users to reach out to DMD for more information or to schedule a test drive at a dealership.
Over the course of a year, the forms utilized in Facebook campaigns generated a total of 1,630 leads, resulting in 20 orders—a ratio of 12 new cars sold per 1,000 leads, with a 199% increase compared to the previous year. Additionally, the cost per lead was reduced by 30%, dropping from €34 to €24, reflecting a significant improvement in advertising spend efficiency.
Our Google Ads campaigns were designed to complement our Facebook efforts by targeting specific keywords and using personalized ads to attract a qualified audience. This approach allowed us to launch and manage multiple campaigns each year, optimizing performance in real-time to maximize results.
Additionally, we created Google contact forms modeled after those on Facebook, highlighting our aggressive lead generation strategy.
Beyond standard campaigns, we also integrated Performance Max into our Google Ads strategy, which significantly improved our results. For example, since the beginning of 2023, conversions have increased by 57%. Performance Max is distinguished by its ability to serve ads across various placements, such as Gmail, Google Maps, and YouTube. This increased visibility resulted in 10,500 in-store visits in 2023, providing numerous additional conversion points.
Learn more about Paid Search
In anticipation of the arrival of new MG models, the DMD Group tasked us with creating ads to enhance their visibility in prospect searches on Google. We set up a campaign structure that utilized not only specific keywords related to the models but also competitor and generic keywords.
We then adjusted the budget allocation based on performance and sold inventory. Throughout the campaign, numerous optimizations and A/B tests allowed us to boost performance.
The campaigns generated a significant number of potential customer leads at a low CPC and high conversion rate.
Digital presence on Google is crucial, especially during seasonal promotions like Christmas. Being visible on Google through targeted campaigns helps attract a qualified audience eager to discover seasonal offers and promotions.
Our strategic choice was a display campaign featuring captivating visuals (which we can create for you) to maximize the visual and emotional impact of your seasonal offers. Using eye-catching visuals also helps stand out amidst the information overload during the holiday season.
Given the complexity and high volume of the campaigns, we implemented rigorous conversion tracking to assess performance. Interactive reports were developed via Looker Studio, providing DMD with the ability to monitor results in real-time and adjust strategies accordingly. These reports are reviewed during monthly meetings with the DMD team, ensuring complete transparency and ongoing strategic planning.
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Our efforts led to a significant increase in lead generation and improvement in advertising campaign performance for DMD. Here are some notable results:
170% increase in Total conversions compared to the previous period
150% increase in users by SEO improvements through Organic search
225% increase in users
by Google Ads Paid search campaigns
85% increase in Website traffic
470 concrete automotive projects generated through Facebook
With our expertise in SEA and a multichannel approach, the DMD Group has strengthened its online presence and maximized lead generation. By combining targeted Facebook campaigns with optimized Google ads, we provided DMD with a comprehensive and effective digital marketing strategy. We observed that SEA and SEO mutually reinforce each other: strong SEO improves SEA campaign effectiveness, while SEA campaigns boost SEO by increasing site visibility and relevance.
Our advertising campaigns for the year generated 90,000 clicks and 2.25 million impressions, with a CTR of 4.0%, illustrating the effectiveness of our approach. Our ongoing support and ability to adjust strategies in real-time were key to the success of this collaboration, reinforcing DMD Group's leadership position in the automotive market.
Beyond our digital marketing services, My Digipal operates as a full-fledged marketing department for our clients. We have assisted dealerships with the daily management of their pages, addressing issues such as page access, media budget billing, and disabled accounts. Through our continuous support, we ensure smooth and efficient management of digital marketing activities, allowing our clients to focus on their core business.
