DONER

Challenge

Doner Advertising, the agency of record for MazdaUSA, sought a partner with specialized expertise in search engine marketing. Doner’s goal was to create an analytics infrastructure and campaigns to help quantify key performance indicators (KPIs) for conversions of leads from Mazda’s online inventory searches, quote requests and dealer inquiries.

Solution

Working with Doner’s Mazda Account Team, EyeTraffic rebuilt Mazda’s natural and paid search engine marketing efforts. EyeTraffic applied Omniture’s SiteCatalyst and SearchCenter to analyze and measure paid search performance, and structured a robust Pay-Per-Click (PPC) advertising campaign by branded terms, industry segment terms and dealership offerings. The 50,000+ keyword phrases developed in the campaign were focused on achieving Mazda’s KPIs across its 13 models. As consumer demand evolved from features/functions to fuel economy/discounts, EyeTraffic quickly rebuilt the SEO and PPC campaigns to coincide.

Results

• SEO and PPC campaigns achieved the highest conversion rates of all of Mazda´s advertising media.
• PPC campaign achieved higher click-through rates across several key category segments at a much lower cost per KPI than Mazda´s competitors.
• Mazda´s online marketing budget with Doner more than doubled as a result of campaign performance.
• Doner now leverages paid search campaign data to test new marketing themes for online and offline campaigns.