Automotive retail
How quickly can paid search go live when a dealership needs it now?
Within days. Snows briefed Route in mid-November 2020, requesting BMW and MINI servicing and accessories activity for its Portsmouth and Isle of Wight dealerships to be live the following Monday, running to the end of the year. We built and launched separate BMW and MINI campaigns on Google and Microsoft Bing to that timetable, then sharpened them in flight.
The brief
Snows is a multi-franchise motor retailer with BMW and MINI dealerships in Portsmouth and on the Isle of Wight. It wanted both dealerships promoted as the area's leading provider of BMW and MINI servicing and accessories through the final weeks of the year, live the Monday after the brief arrived.
What we planned
We planned Google and Microsoft Bing search around service plans, accessories and seasonal terms such as winter tyres and winter health checks, with Google remarketing for visitors who had already engaged. Ads named both locations and carried the full brand range in the ad extensions.
What we did
The campaigns ran from Monday 16 November 2020 to 31 December, with separate BMW and MINI activity across both search engines and ad groups for servicing, accessories and MOT terms. Search-term reports read in flight showed which models and accessories customers were searching for, so ad groups and copy were sharpened as the campaign ran.
What it did
Briefed on a Friday, live on Monday and in market to the year end. Accessories drove the highest click volumes for both brands; service and accessories had the strongest click-through rates; impression share was high on both engines for both brands; and Bing's average cost per click came in well below Google's.
Want results like these for your organisation?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.