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Oakes Auto is a high-volume automotive dealership, providing Kia, Mitsubishi, Ford, Buick and GMC sales and service at several areas throughout the Kansas City metro area.
With a flagship location in North Kansas City that does not have highway traffic visibility, Oakes Auto put a significant emphasis on digital marketing.
In February 2020, just two months after launching the PPC campaigns, COVID-19 mandates forced the shutdown of dealerships across the Kansas City area. This resulted in layoffs and a significant decrease in sales, posing a major challenge to ongoing marketing efforts.
Despite dealership closures, Gragg continued PPC campaigns focused on maintaining top-of-mind awareness through responsive search, display and video ads. Recognizing the complexity and high turnover of Oakes Auto’s inventory, dynamic search ads were integrated. These ads dynamically featured special pricing, year, make and model, directing traffic straight to Vehicle Details Pages (VDPs), ensuring relevance and maximizing campaign effectiveness.
We provided strategic recommendations for enhancing the Vehicle Listing Pages (VLPs) of new and used inventories. This included revising CTAs for clarity and impact, and implementing “sticky follow-me CTAs” to enhance user interaction, particularly on mobile devices.
Gragg Social created, managed and produced organic content for Oakes Auto’s social platforms.
97%
Increase in Phone Calls and Form Fills
33%
Cost Per Click Decreased
112%
Increase in Impressions on Social
These optimizations yielded significant results, with month-over-month conversions in phone calls and form fills increasing up to 97%. Notably, Oakes’ Mitsubishi Dealership was recognized as the Top Mitsubishi Dealership in the Kansas City area, while Oakes’ Kia Dealership received national sales honors and recognition in 2022.
Sitelink and callout ad extensions were utilized to showcase unique messaging, leading to a 69% increase in interaction ad rates for new inventory campaigns. Moreover, average cost per click decreased by over 33% in April 2020.
Gragg’s tailored PPC strategies not only sustained Oakes Auto’s visibility and engagement, but also drove substantial increases in leads and conversions. By leveraging dynamic ads, optimizing VLPs and refining CTAs, Gragg effectively navigated the complexities of automotive advertising during a turbulent period, achieving measurable success for the client.
As a result of Gragg’s organic marketing efforts, impressions on each Oakes Auto post increased by an average of 112%. An average post during Gragg’s service with Oakes Auto received an average of 2,900 impressions and had an engagement rate of 4% (up 2% from before Oakes worked with Gragg). On average, posts received 150 link clicks (up 100% from previous marketing efforts).
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