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