To meet Shelbourne Motors’ objectives and ensure maximum exposure, a long-term SEO strategy was supplemented by the immediacy of PPC.
Starting with our extensive technical SEO audit, we created a strong base to build upon and highlighted areas for onsite optimisation. Detailed keyword analysis unearthed high volume and high relevance keywords which fed our recommendations for page updates. Producing quality, optimised content for these pages maximised their search opportunity and ensure we hit enquiries objectives.
To support onsite optimisation and maintain rankings, we undertook targeted outreach and backlink profiling. Targeting landing pages with the largest search volume including ‘Used cars’ and manufacturer pages for Nissan & Toyota’, it was our aim to increase site authority while maintaining control over links.
To reach their ‘new cars’ objectives, PPC supported areas where Shelbourne Motor’s organic performance was weaker and video content produced by Shelbourne Motors’ was used for remarketing purposes. Maximising conversion opportunities, we conducted A/B testing using the same ad copy but splitting traffic 50/50 to the ‘New car offers’ and ‘New cars’ landing pages. Running testing for a month, the expansion of audience lists allowed for more insight to be gained and further ad optimisation to be made. Both the PPC and display campaigns used Google’s in-market audiences targeting capabilities, focusing on specific categories including after sales, brand, business, new cars, rentals and used cars.