 | | Vertical: | | Manufacturing | | Insight: | |
Search Results
Campaign Performance
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Overview
Safelite AutoGlass is the largest national provider of auto glass repairs and replacements in the United States. To stay ahead of the competition, Safelite needs to continue to strengthen their leader position by growing an online presence beyond that of any regional or national competitor. The US auto glass industry is full of regional businesses advertising to geo-specific markets, resulting in a unique challenge: how can Safelite compete on a national scale while still leading in regional searches, targeting individual cities and tracking each region's performance?
Challenges
For Safelite, campaign success included the ability to profitably compete in the crowded online market for new customers, achieve high visibility to reflect its national status, and still increase ROI. Being a national auto glass service provider meant going head-to-head with the competition within many individual regions. In addition, the inclusion of regional acquisitions had to be considered for consolidated reporting. Finally, business objectives required lowering the existing cost per order.
Previously managed by hand, Safelite's paid search campaigns had been difficult to optimize. The inability to analyze each regional campaign efficiently meant that necessary improvements could not be made quickly, resulting in an increased cost per order. As for many businesses, managing multiple campaigns while maintaining and attempting to grow positive returns was overwhelming.
Solution
Safelite turned to
WebTrends Ad Director™ to automate the management of paid search and optimize both their local and online advertising. WebTrends Ad Director offered Safelite a solution to optimize the keyword management process and eliminate the need for complicated, user-intensive bid management tools.
By analyzing the previous paid search campaigns, WebTrends was able to strategically plan new campaigns which would capitalize on regional targets, making them more efficient and effective. In addition, through use of the comprehensive WebTrends Ad Director reporting interface, Safelite could easily quantify their results.
Results
- Revenue Growth - Significant revenue and profit margin growth over previous paid search campaigns
- Campaign Visibility - Consistently high visibility in search results while still increasing ROI
- Geographic Tracking - Clarity in tracking for effective management across multiple region-specific campaigns
Since the beginning of WebTrends Ad Director optimization program, Safelite has seen an 80% increase in daily average click volume to their site and a decrease in cost per order of 21%.
"Sales growth was up from the start. Sales continued to increase month over month, online sales are higher than ever." said Jennifer Kielmeyer, Web and Emerging Technologies Strategic Marketing Manager, Safelite
With the optimization of campaign data, geography-specific marketing efforts across the US have become a success. Safelite is able to maintain top positions nationally, solidifying its position as the leader of the online auto glass industry. Within the first two months of campaign management, daily sales increased by 42%.
