MazdaUSA leverages natural search and paid search engine marketing to generate traffic to their website. While this traffic had successfully scaled year-over-year, Mazda was not tracking the conversion results of search engine referring traffic across their website. Therefore, there was no way to quantify if search engine marketing was successful in achieving desired sales results. Mazda needed to develop a search engine marketing platform that measured results from all of their interactive marketing efforts as they converted to inventory searches, quote requests and dealer inquiries online.
EyeTraffic Media worked with Mazda’s Corporate Marketing Team and their agency of record to develop a marketing plan that included a core set of key performance indicators (KPIs). Additionally, Omniture’s SiteCatalyst and SearchCenter were applied to measure all online marketing campaign performance by monitoring KPI volume. Once these performance indicators and measurement tools were in place, EyeTraffic Media rebuilt and managed all of Mazda USA’s natural and paid search engine marketing efforts.
Through our collective efforts with Mazda’s agency of record, Mazda has catapulted to the top position in organic search results. In addition, traffic originating through PPC has the second highest conversion rate of key performance indicators of any advertising media leveraged by Mazda today – with SEO having the best conversion rate of KPI for MazdaUSA.com. According to Google and Compete, Inc. data, when compared to other similar automobile manufacturers, MazdaUSA recognizes a much higher click-through rate across several key category segments at a much lower cost per KPI than the competition. In fact, overall KPIs increased 67% in total from 2007 into 2008.