Car Buyer Start-Up Grows To National Leader
By using search engine optimisation and paid search ads, Money4YourMotors went from start-up to second largest car buying company in just 3 years.
%
Increase in Conversion Rate
%
Increase in Car Purchases
%
Reduction in Cost per Purchase
About Money4YourMotors
Established in 2013 Money4YourMotors offers a UK-wide car buying service. Their growth can be largely attributed to their main USP, they are the only car buyer that comes to a customer’s home to assess and buy a car, offering total convenience to their customers.
Initial Challenges
Money4YourMotors entered the automotive buying market facing a steep uphill battle. As a newcomer, the company confronted multiple challenges that threatened its ability to gain traction and establish a foothold in the industry:
Intense Competition:
The marketplace was already dominated by well-established competitors, making it difficult for Money4YourMotors to stand out and attract potential customers.
Lack of Online Presence:
With no established online authority, the company struggled to gain visibility and trust among potential clients searching for car-buying services.
Limited Customer Base:
Starting with only a handful of customers, Money4YourMotors had minimal word-of-mouth referrals and testimonials to leverage for growth.
Google Ads Novices:
Without experience in pay-per-click advertising, the company faced a learning curve in utilizing this crucial online marketing tool effectively.
The Brief
Money4YourMotors had ambitious plans and hired Pro Digital to build, manage, optimise and eventually scale their pay-per-click marketing.
They wanted to target people who were interested in selling their car in specific areas of the UK where they had field-based car buyers.
The Solution
To overcome its initial challenges, we developed a comprehensive paid search strategy that addressed each of the company’s pain points:
Competitive Edge:
- Conducted thorough keyword research to identify which keywords offered the best chance of triggering a website conversion.
- Carried out thorough competitor analysis to identify gaps in the market
- Created unique selling propositions (USPs) to differentiate Money4YourMotors from their fierce competiton.
- Developed ad copy highlighting these USPs to stand out in search results
Building Online Authority:
- Implemented a Google Ads campaign focusing on high-intent keywords
- Built a comprehensive conversion tracking eco-system to ensure every conversion was tracked and attributed correctly.
- Created informative, simplified landing pages to establish expertise and credibility whilst improving conversion rate. By using simplified content, and clear call-to-action the conversion quickly improved and grew to 15% within 6 weeks.
Optimisation & Improvements:
- Ad Copy A/B Testing: We continuously tested different ad variations to identify the most effective messaging. This includes experimenting with headlines, descriptions, and call-to-actions to improve click-through rates and ultimately conversion rates.
- Landing Page Optimization: We regularly analyzed and refined landing pages to ensure they aligned with ad content and user intent. This involves improving page load speed, enhancing user experience, and optimizing call-to-action placement to boost conversion rates.
- Bid Strategy Refinement: We utilized smart bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) to automatically adjust bids based on the likelihood of conversion. We regularly reviewed and adjusted these strategies based on performance data.
- Audience Segmentation and Remarketing: We segmented audiences based on their behavior and engagement level. We implemented remarketing campaigns to target users who have previously interacted with the website, which lead to higher conversion rates due to increased familiarity and intent.
The Results
Following the implementation of our targeted paid search strategy, Money4YourMotors experienced significant growth and improvement across key performance indicators:
Click-Through Rate (CTR):
- Increased from an initial 1.2% to 8.8%, surpassing the automotive industry average of 5%
- Top-performing ad groups achieved CTRs as high as 12.5
Conversion Rate
- Overall conversion rate improved from 15% to 57%
- For high-intent keywords, conversion rates peaked at 59.2%.
Quality Score
- Average Quality Score across all keywords increased from 3/10 to 8/10
- 65% of keywords now have a Quality Score of 9 or 10
Cost Per Acquisition (CPA):
- Decreased CPA by 68%, from £350 to £112
- Outperformed industry benchmark CPA by 45%
Auction Insights:
- Outranked major competitors 68% of the time, up from 12% at the campaign’s start
- Achieved the top position in 45% of auctions for high-value keywords.
These metrics demonstrate the significant impact of our Google Ads optimization efforts.
By focusing on continual refinement and strategic expansion, we transformed Money4YourMotors’ paid search performance. The improvements across CTR, conversion rate, Quality Score, and ROAS not only established a strong market presence but also ensured efficient use of ad spend, driving substantial business growth.
“They set us up for long-term success…”
“When we started Money4YourMotors, we were facing an uphill battle. The market was crowded with established competitors, and we had no online presence or marketing experience. We were completely new to Google Adswith only a handful of customers. That’s when we partnered with Pro Digital and it was a game-changer for our business.
Their team took the time to understand our challenges and crafted a tailored Google Ads strategy that addressed each of our pain points. The results were nothing short of phenomenal.
What impressed us most was their expertise in Google Ads. They transformed our campaigns from novice-level to industry-leading.
Not only did they boost our online visibility, but they also made our ad spend incredibly efficient. Our cost per acquisition dropped by 68%, This allowed us to expand from 4 locations to 30 nationwide, and grow our team from 15 to 75 employees.
Pro Digital didn’t just solve our immediate issues; they set us up for long-term success. They trained our team, helping us understand the intricacies of digital marketing. Now, we’re not just competing in the market – we’re leading it.
I can confidently say that partnering with them was the best business decision we’ve made. They took us from industry newcomers to award-winning market leaders. If you’re looking to transform your online presence and drive real business growth, I couldn’t recommend them more highly.”
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