CarData

The Challenge

Founded in 1999 with the purpose of developing the most efficient and user-friendly vehicle reimbursement programs, CarData Consultants provides precise and accurate solutions for the modern mobile workforce. With cutting edge technology and “best in class service”, CarData creates strong reimbursement plans unmatched in their accuracy.

Situation

Over the years CarData tested various marketing programs and business development channels in an effort to generate qualified leads. The channels included trade shows, direct mail and other traditional forms of marketing; however, the results did not meet with their expectations.

Prior to partnering with Search Engine People, CarData tried Pay-Per-Click advertising (PPC) directly through Adwords. The early results were promising, with a steadily increasing lead count. However, the cost of Adwords Campaigns kept on increase while conversion rates and lead quality remained the same.

The Solution

In an effort to maximize conversions while also minimizing program costs, CarData charged Search Engine People with the task of managing their PPC program and reining in the skyrocketing Adwords spend costs. Beginning with the keyword strategy SEP researched and reworked the keywords, targeting those with higher purchase intent, and lower bid amount.

Upon the success of this initial project, the CarData team then decided to redesign and rewrite their website content. This decision was not merely based on an aesthetic want, but rather with the intention of capitalizing on the increased influx of traffic through the implementation of more strategic conversion points.

Results

Since launching these new SEP-managed Adwords campaigns CarData’s campaign costs have dropped nearly 75%, while lead quality has continued to improve. The website’s redesign and rewrite has resulted in CarDATA.com’s more prominent and more frequent appearance on SERPs, with over 90% more traffic derived from organic search.

Since it’s inception, CarData has continued to test new marketing channels, methodically adding effective tactics to increase their online presence, generate new leads and find new customers.