Challenge

The BMW dealer category in Orange County, CA remains highly competitive with 5 dealers within a 15 mile radius. Irvine BMW needed a way to cost effectively drive traffic to their website while ensuring high quality leads.

Insight

First, IMW analyzed the Irvine BMW AdWords account to find historic efficiencies and inefficiencies. Pairing this information with the numbers available from Google and other sources, IMW prepared and built out a new campaign structure based on improving keyword quality score and reaching the largest target audience possible.

Results

The account showed an immediate jump in the number of leads, a 6X improvement over months prior to IMW’s AdWords management. The restructuring of the account exposed a need to target more competitive keywords across the campaign. Once Irvine BMW’s niche in the market was found, IMW began testing advertisements to deliver the information users wanted to see, nearly doubling the click-through rate for Irvine BMW.