Honcho Group 1 Automotive PPC case study

SMARTFeed technology revolutionises Google Ads performance for Group 1 Automotive

Our challenge was to make Group 1’s used car offering heard and seen in a competitive used car environment. The noise from advertisers in this space is huge.

54%

INCREASE IN CONVERSION RATE
21%

IMPROVEMENT IN AD CTR

Challenge

With a large inventory of ever changing new and used cars across 80 dealerships it is imperative that we show the cars that are available to customers.

Our challenge was to make Group 1 Automotive’s used car offering heard and seen in a competitive market.

Strategy

Group 1 Automotive has a strong used car offering, with thousands of vehicles available. We created adverts from a live inventory, meaning that customers were only directed to vehicle landing pages that were available when searching online rather than being led to disappointment.

We've developed our own SMARTFeed technology, which means we are able to create custom, compelling adverts that use real-time prices and offers. These match the customers’ search and naturally, featuring price means that the adverts perform better in terms of click-through rate and conversions.

Results

Our technology enables us to advertise correct vehicle information in real-time. It is instantaneous if a car was sold or there was a new listing ads change in real time.

Within the first 6 months of implementing this technology we saw:

54% increase in conversion rate
21% improvement in ad CTR

As a long term partner of Honcho we see them as an integral part of our team. They have grown with us through multiple dealer acquisitions managing all search and social activity for over 80 dealerships.
Stephanie Macdonald - Head of Marketing, Group 1 Automotive

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