Northern California Honda Dealers

Challenge:

• Pre-existing website built poorly for SEO with unoptimized registration to lead path
• Generate leads in ever decreasing cost
• Increase volume of leads
• Hit target cost-per-lead of $20-$30 within six months

Strategy & Tactics:

Digital Axle rebuilt lead gen site with geo-targeted lead distribution capacity. Users were presented with the three closest dealers to their personal zip code.The new site was SEO-friendly lead and form path was optimized. Digital Axle implemented a search engine marketing program at $40,000 per month.

Results:

• 75% decrease in Google Adwords Cost per lead Honda
• Decrease in cost-per-lead cost from $80 to $22
• 100 plus new car buyers identified to dealers on average per month
• Analytics determined most leads were incremental to other Honda lead gen activities

Before:

• No home page text for search engines to read
• Multiple prominent home page buttons siphoned traffic away
• Zip code entry diminished
• Three page registration path
• Lengthy form with multiple entry fields
• Graphic tags don't reflect content
• Only 25% of leads tracked

After:

• Zip code entry prominent
• Other links minimized
• Shortened registration path
• Shortened form
• Relevant home page text
• All text keyword stuffed
• Full tracking solution
• Graphic tags optimized
• More active look & feel
• Web 2.0 usability
• Google mapping features
• Metatages matched to content
• 800# implemented

SEM Performance Overview: Summary