Bob Tomes Ford is the number two ranked Ford dealership in 2019, competing against thirteen other Ford dealerships in one of the largest markets in the country, Dallas-Fort Worth. To achieve this success, GWL Advertising partnered with Bob Tomes Ford to develop a targeted, backyard strategy through a yearlong Google Ads campaign.
A Backyard Problem
When Bob Tomes Ford, a dealership located in McKinney, TX, came to us in 2012, it was the number nine Ford dealer in the Dallas-Fort Worth (DFW) market. At the time, the dealership was struggling to own its Primary Market Area (PMA), which is colloquially referred to as the dealership’s “backyard.”
After a thorough audit of the market, GWL uncovered an important insight that would direct our strategy: While McKinney, TX, is a great place to live and is growing in size every year, most residents work and thus commute to other cities closer to Dallas, such as Frisco, Allen, Plano, and Dallas itself. This meant that rather than purchasing vehicles from Bob Tomes Ford, local McKinney residents were actually purchasing vehicles in the areas in which they worked.
A Targeted Solution
With this insight in mind, GWL devised a strategy that would create a segmented Google Ads campaign based on where users lived versus where they worked. Our mission was to truly own our own backyard. In other words, our campaign was devised to keep residents shopping in McKinney despite the seeming convenience to shop where they work.
Segmenting our paid search campaign on Google allowed us to do two things: 1) allocate media budget in a way that would prioritize our backyard over a competitor’s area, and 2) personalize the messaging strategy using customized ad copy.
A Successful Strategy
With this strategy implemented, GWL Advertising has helped Bob Tomes Ford go from the number nine Ford dealer to consistently ranking as the number two Ford dealer in the DFW market for the past year, according to Ford Motor Company’s data.
Evidence of the success of this strategy can be seen through a consistent increase in conversion rates. As for December 2019, Bob Tomes Ford had a 13.07% conversion rate in its own backyard. Moreover, we captured 62% of the Share of Voice in Google, effectively owning the paid keyword market in the area.
These results can only be possible when you look beyond the platform and keyword you wish to target on Google Ads. To truly gain a competitive advantage, our agency looks at the market itself, examining the habits of its consumers to find fresh new insights.