"Established in 2007, Motors is a prominent online automotive website specializing in nearly new and used cars. With 2.4m monthly site visits, the company's automotive site is one of the UK's largest. The secondhand automotive industry was becoming more crowded, with leading brands dominating market share. Competitor research revealed that challenger brands were disrupting the market by investing in paid media strategies. Alongside the increasing competition, a Google algorithm update negatively impacted organic visibility for Motors, ultimately causing a decrease in traffic."
"Prior attempts to improve performance through paid media had failed to deliver, resulting in Motors' senior stakeholders losing faith in digital marketing tactics and acquiring leads at an efficient cost. But in June of 2023, Motors decided to test a paid media investment once again, appointing digital marketing agency Impression to devise and deliver a new approach."
"One key challenge was bringing Motors' senior team on the journey - and proving that paid media could be a key lever to help them achieve their business objectives. As such, the strategy needed to be robust and grounded in testing to increase confidence that higher investments would result in positive returns."
Motors, a large UK online marketplace for nearly new and used cars with 2.4m monthly visits, faced increased competition and a Google algorithm drop that reduced organic traffic. Previous paid media efforts had failed, eroding stakeholder confidence. In June 2023 Motors re-engaged paid media and appointed Impression with a brief to drive 20,000 leads per month and cut cost per lead by 40%. The strategy prioritized building robust foundations, rigorous testing, and securing senior-team buy-in to demonstrate that scaled paid investment could deliver measurable, efficient lead growth.
Read at The Drum
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