Rasmussen BMW Case Study
Overview
Rasmussen BMW, located in the heart of the Portland metro area, offers not only one of Oregon’s largest selections of new and certified pre-owned BMWs, state-of-the-art sales, service, and parts facilities, but also Rasmussen BMW people and their legendary focus on exceeding customer expectations.
Rasmussen BMW’s advertising agency sought Formic’s experience with paid search advertising to expand their online web presence using Pay-per-Click (PPC) strategies. Formic created and launched comprehensive PPC campaigns targeting Rasmussen BMW’s top service markets to generate an increase in visibility, traffic and leads.
Objective
Formic’s objective was to research, plan and create a targeted PPC campaign that would deliver an increase in paid search visibility, qualified traffic to the website and generate online leads.
Challenge
Rasmussen BMW had limited keyword and traffic data to guide the creation of a targeted, high-performance campaign, requiring extensive keyword research to identify target keywords. As part of the initial Research phase, Formic performed in-depth Keyword Research and constructed a customized PPC Media Plan to extend the visibility of the Rasmussen BMW website through paid search.
Strategy
Formic’s PPC strategy focused on competitive research, keyword analysis, campaign configuration and ongoing performance management to extend awareness through paid search and generate an increase in traffic and online leads.
Results
By executing a targeted PPC plan complete with ongoing keyword analysis, monitoring and campaign management; Formic was able to extend visibility and leads for Rasmussen BMW over the course of six months with the following performance metrics:
- 70% increase in conversions from month 1 to month 6
- 42% increase in conversion rate from month 1 to month 6
- 53% increase in paid website traffic from month 1 to month 6
- 32% decrease in cost per conversion from month 1 to month 6
- Paid traffic delivered an increase in qualified visitors who viewed 16% more pages per visit (on avg.) and bounced 35% less than the average visitor
URL
Rasmussen BMW
What Do We Do
Formic Media is a search engine marketing (SEM) agency that provides affordable, localized SEM services.
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