Case Study

Audi Seattle

Case Study

Audi Seattle

SUCCESS STORY

For Audi Seattle we implemented a dynamic social retargeting strategy combined with a focus on tracking the customer’s journey through an integrated CRM system. Increasing the monthly lead volume by 216%, and increased the amount of scheduled test drives by 55%. 

SUCCESS STORY

For Audi Seattle we implemented a dynamic social retargeting strategy combined with a focus on tracking the customer’s journey through an integrated CRM system. Increasing the monthly lead volume by 216%, and increased the amount of scheduled test drives by 55%. 

216%

Increase in Average Monthly Lead Volume

55%

Increase in Schedule a Test Drive

216%

Increase in Average Monthly Lead Volume

55%

Increase in Schedule a Test Drive

About the Brand

Freeway Motors Inc, now known as Audi Seattle, has been a fixture in Seattle’s University of Washington District since the late 1960’s. When this family-owned Audi dealership first opened its doors in 1969, it was one of the first Audi dealerships in the country. As a proud Audi Magna Society Dealer driven by high customer satisfaction and sales volume, visiting customers receive world-class experiences that commensurate with the Audi name.

 

About the Brand

Freeway Motors Inc, now known as Audi Seattle, has been a fixture in Seattle’s University of Washington District since the late 1960’s. When this family-owned Audi dealership first opened its doors in 1969, it was one of the first Audi dealerships in the country. As a proud Audi Magna Society Dealer driven by high customer satisfaction and sales volume, visiting customers receive world-class experiences that commensurate with the Audi name.

 

THE CHALLENGE

Increase Lead Volume

Audi Seattle wanted to increase their number of leads, and better track their customer journey from awareness to purchase. 

Solution 1: Dynamic Social Retargeting

Although the vehicle decision making journey may be different for every automotive shopper, the average prospective buyer visits 5.5 sites before making a purchase.* Outside of general brand awareness ads for the dealership, Audi Seattle lacked a full-funnel approach to nurturing prospective buyers through social channels. After recognizing this void, the paid social team at FSA capitalized on this opportunity by implementing a dynamic social retargeting solution that shows the most compelling inventory to the right audiences—driving them toward vehicle detail pages, lead submission forms or other valuable places at greater efficiencies.

* Source: 2017 Cox Automotive Car Buyer Journey; 2017 Autotrader Emerging In-Vehicle Technology Study

How We Did It

  • Dynamic Product Ad (DPA) Retargeting
  • DealerFire Catalog integration
  • Product Feed custom formatting
  • Audience segmentation

     

    Solution 1: Dynamic Social Retargeting

    Although the vehicle decision making journey may be different for every automotive shopper, the average prospective buyer visits 5.5 sites before making a purchase.* Outside of general brand awareness ads for the dealership, Audi Seattle lacked a full-funnel approach to nurturing prospective buyers through social channels. After recognizing this void, the paid social team at FSA capitalized on this opportunity by implementing a dynamic social retargeting solution that shows the most compelling inventory to the right audiences—driving them toward vehicle detail pages, lead submission forms or other valuable places at greater efficiencies.

    * Source: 2017 Cox Automotive Car Buyer Journey; 2017 Autotrader Emerging In-Vehicle Technology Study

    How We Did It

    • Dynamic Product Ad (DPA) Retargeting
    • DealerFire Catalog integration
    • Product Feed custom formatting
    • Audience segmentation

       

      Solution 2: CRM Integrated Facebook Lead Ads

      While paid social campaigns have remained a staple in Audi Seattle’s digital marketing strategy over the last decade, the inability to accurately measure customer attribution across multiple channel touch points has persisted. FSA’s analytics team took on the multi-faceted task by auditing assisted conversion channel data in addition to mapping out the connection between their customer relationship management software and Facebook.

      Through implementing a structured tagging system across platforms using UTM’s and dynamic CRM segmentation, Audi Seattle is now able to track the customer journey from social awareness to purchase. This change in customer tracking has led to optimal media spend allocation along with increased alignment between internal and external marketing departments.

      How We Did It

      • Structured, cross-channel URL tagging system
      • CRM mapping and integration
      • Customer journey mapping
      • Lead form parameter A/B testing

        Solution 2: CRM Integrated Facebook Lead Ads

        While paid social campaigns have remained a staple in Audi Seattle’s digital marketing strategy over the last decade, the inability to accurately measure customer attribution across multiple channel touch points has persisted. FSA’s analytics team took on the multi-faceted task by auditing assisted conversion channel data in addition to mapping out the connection between their customer relationship management software and Facebook.

        Through implementing a structured tagging system across platforms using UTM’s and dynamic CRM segmentation, Audi Seattle is now able to track the customer journey from social awareness to purchase. This change in customer tracking has led to optimal media spend allocation along with increased alignment between internal and external marketing departments.

        How We Did It

        • Structured, cross-channel URL tagging system
        • CRM mapping and integration
        • Customer journey mapping
        • Lead form parameter A/B testing

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