Patterson CDJR

Patterson's Summer like No Other

The Problem

For most, summer is the time for well-deserved relaxation under the sun. The auto industry, however, relaxation is not on the docket. The summer season is where dealerships make the biggest profit margins, which means a great summer campaign is in order. The question then became, how can we maximize summer profits for our dealership?

Result

Our team at Silva & Habeck devised a solution; to create numerous campaigns that highlighted various features that the dealership had to offer. Each campaign was built with a different goal being monitored regularly. These campaigns also drove users to specific pages on the dealership website, making the car buying process more seamless.

the effect

Before going into the results, let’s take a look at the previous summer (2019) statistics:

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Individual Click
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And now let’s look at our campaign results from the Summer (2020) statistics:

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Cost Per Conversion $
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The difference between these two summers is staggering. The average click-through rate (CTR) in the auto industry is 2.14%. Our recent summer campaign quadrupled the industry average thanks to our search campaigns in play. Our team also brought the cost of each conversion down by over $10, meaning the leads that were brought in were inexpensive in comparison to the previous summer.  Overall our team delivered results that far exceeded expectations. One of the biggest takeaways from the summer campaign was not the industry shattering metrics, but how our team delivered these results while $2,000 under the previous summer’s budget.