HYUNDAI, PAID SEARCH CAMPAIGN
THE BRAND CHALLENGE
Improve Hyundai’s share of voice in Google search to 90% on brand keywords at least 60% on competitor keywords between October 2015 & January 2016.
Maximise the volume of conversions (test drive requests/dealer locator) over this period.
THE HUMAN INSIGHT
92% of all people in Ireland carry out online research prior to a car purchase.
There is an active consideration period of 2.2 months prior to a car purchase.
Havas Media gained access to the Hyundai Google Adwords account to audit activity from the previous 12 months and identify areas for improvement. Campaigns were rebuilt using the data from the original campaigns. Keyword lists were revised, new negative keyword lists were added, campaigns were completely restructured with numerous innovations e.g. optimising for Conversions instead of Clicks & Ad Scheduling.
THE BUSINESS RESULTS
Over the course of the campaign, we more than doubled the average weekly conversions for the same budget compared to the same period in 2014. These improvements in the performance of their Google search campaigns were to help to translate into exceptional sales for Hyundai in January 2016.
This campaign was awarded Gold for “Best Use of Search” at the Media Awards 2016.