Average Increase in Paid Traffic

68%

Challenge

Community Toyota*Honda*Kia is based in Baytown, Texas and serves the greater Houston area.

Since teaming up with PCG in January 2015, the group quickly realized the power in paid search. After a year of effective AdWords campaigns, Community Toyota*Honda*Kia sought to diversify their paid traffic and reach an often overlooked audience: the non-Google user.

Strategy

Starting in January 2016, PCG launched paid search campaigns on Bing—an advertising network few dealerships have yet to embrace.

With Bing’s popularity reaching an all-time high in 2016, users are increasingly turning to the search engine to conduct their research, especially in automotive. In fact, the search engine delivered results to a reported 79 million automotive-related queries within a month.

Results

After three months of running campaigns on Bing, the combined amount of traffic from Google and Bing compared to the prior quarter increased by 69% for Honda, 64% for KIA, and 71% for Toyota. This boost in visits came at a relatively low cost, with spend increasing by 44% for Honda, 53% for KIA, and 67% for Toyota.

Compared to Google, the stores’ average positions on Bing were stronger, and not to mention, cost less overall. For search and text-only ads, the stores’ average positions on Bing stayed within positions 1 through 3, while on Google, were typically between positions 2 and 4.

With Bing’s lower cost-per-clicks, the group saw stronger visibility and higher ad positions, allowing the stores to maximize their traffic with minimal spend. With the help of PCG, Community Toyota*Honda*Kia continues to reach a fresh and ever-growing audience of car shoppers.