[Case Study] How Infiniti Cut Lead Acquisition Costs by 88%

My digital marketing agency, Monkedia, was contracted by an Infiniti dealership to create a comprehensive social marketing strategy. This social strategy included the following core elements:

• Social Audience Growth
• Social Content Reach Expansion
• Event Marketing
• Social Customer Service
• Pay Per Click (PPC) to Increase Service Clientele
• PPC to Increase Overall Sales and Leasing of the Dealership

Monkedia was given an increasing monthly advertising budget targeted at attracting new customers, growing the dealership's online presence, and growing the number of potential customers within the targeted geography of the dealership that saw their social content. With the increasing budget, over time the goals shifted more and more towards a focus on utilizing the social media platform as a direct response tool as well as a branding asset.

Highlighting Monkedia's success with this luxury automotive dealership includes a significant increase in the growth of the Facebook page for the dealership and an advertising cost per sale that is much lower than the industry average and among the lowest at the dealership. Below are the details of these achievements.

The Study

Monkedia's primary service offering for the dealership is driving web traffic to the dealership through social advertising aimed at increasing the sales and leasing of current inventory. The following provides an overview of the campaign that has achieved a remarkable ROI and has drawn the attention of many from within the industry.

Monkedia's Social PPC advertising program began with the dealer identifying three main campaign objectives: (1) increase new car sales, (2) increase used car sales, and (3) increase new car leases.

Once these campaign goals were set, creative was developed by Monkedia based on an in-depth study of Infiniti customer profiles and advanced advertising psychology. During the campaign, new creative was added featuring various strategic methods that would attract various target audiences.

For example, after running more traditional used car creative and messaging, new language and images were added. These new creative elements included messaging the ability for anyone to buy any price vehicle with the same user experience as those buying a luxury vehicle. Additionally, one month the advantages of service loaners was leveraged to increase sales and target excess inventory. This methodology of adding new creative has been repeated monthly throughout all campaigns with Monkedia to optimize the overall effectiveness of the program.

With the creative approved, specific targeting groups were established for each of the ad sets. The targets included, among others:

• Proximity from the Dealership
• Age
• Income Profiles
• Home Ownership Profiles
• Website Remarketing
• Current Customer Lists
• Interest Targeting for the Brand
• Interest Targeting for the Brand’s Competitors
• DLX Targeting to Identify Current Owners
• DLX Targeting to Competitors’ Owners
• DLX Targeting to Those in Market for a Vehicle
• DLX Targeting to Those Near Market for a Vehicle
• DLX Targeting to Those in Market for the Specific Brand
• DLX Targeting to Those in Market for its Competitors
• Lookalike Audiences Based Upon Current Client Lists
• Lookalike Audiences Based Upon Convertible Web Traffic

In total, hundreds of targeting profiles were created utilizing both these targets, as well as combinations of these targeting factors. This, thereby, created thousands of targeting criteria that were automated through Monkedia's proprietary platform.

Once the campaigns were identified, and hundreds of ads created within the finalized targets, Monkedia worked with the dealership to implement in-house processes to track ROI. These processes included:

• Development of Ad Specific Landing Pages with Convertible Actions
• Development of Convertible VDP Listings
• Post-Purchase Surveying
• Trackable Incentives

As the in-house processes were established and the ad campaign launched, Monkedia monitored the campaign daily and tested various ads by measuring ad performance based on cost per click and cost per conversion. Over time, the campaign efficiency steadily increased and eventually reached a click-through rate of over 2.3%. More importantly, Monkedia's optimization resulted in a client-reported $80 advertising cost per in store visit with the campaign responsible for the sale of 45 cars per month.

In all its social ventures, the dealership maintains the Monkedia unique approach to social advertising with similar monthly results as one of their lowest cost of sale advertising sources. Monkedia is proud to have serviced the client while seeing increased effectiveness and efficiency on a monthly basis.