Featured Client
The Ford F-150 is one of the most popular vehicles of all time. In fact, many consider it the uncontested king of the light-duty pickup segment. It’s no surprise, then, that this truck is typically (if not always) the most in-stock vehicle at Byers Ford—one they’re eager to sell more of.
The Challenge
Even with the model’s popularity, a large F-150 inventory poses challenges when it comes to moving
more trucks off the lot. That’s why Byers Ford turned to Stream Companies in April 2019 to help drive
more F-150-qualified digital traffic with paid search.
Solution
- Split the F-150 into its own campaign to drive consistent traffic for associated search terms.
- Build on and improve the negative keyword list to exclude non-relevant F-150 searches.
- Use audience targeting to drive new users actively searching for new pickup trucks to the site.
Hypothesis
A paid search campaign can deliver an immediate boost in digital traffic. Understanding the value of capturing quality F-150 users and driving them to the Byers Ford website, Stream put together a three-part strategy that focused on audience targeting and paid search keyword improvements.
Results
After working with Stream, Byers Ford saw VDP and SRP pageviews improve from traffic being driven by paid search. VDP unique pageviews grew by 36.55% to 1,132 from April through December 2018 compared to the same period in 2019. Over the same comparison periods, SRP unique pageviews grew by
From April to December 2019, Byers Ford saw CTR improve 184% while keeping clicks to site steady. On average, CTR improved 13.97% MoM between the same months. The steady improvement in ad spend over the last two quarters of 2019 speaks to a paid search strategy that drove quality leads while improving ad spend.
The measurable impact a sound paid search strategy can have on digital advertising should be clear by now. However, it works best not in isolation but as part of an integrated digital strategy. At Stream Companies, we deliver results far beyond the ordinary with our integrated approach. Our paid search experts work closely with SEO and social media specialists to keep all your digital advertising aligned and on message.
Paid Search: The Traffic Turbocharger You Can’t Live Without
If you want to dominate the web search space and drive the right traffic like Byers Ford has, reach out to us today!
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