car dealer generates over $300,00 in additional sales

Campaign Description

A luxury car dealer has been selling vehicles in the Louisville market for over 50 years, and their reputation for superior customer service is well known. Customers often come from surrounding areas like Elizabethtown, Frankfort, and Southern Indiana to purchase a new Mercedes-Benz from their location. There is a big difference in people who want a Mercedes and those who can afford a Mercedes. Many people search luxury cars online, that can’t actually purchase one. Other forms of advertising are not as sophisticated as IP targeting to accurately hit this qualified affluent audience with discretionary income. Reaching customers that are in the market for a luxury automobile is paramount to a dealers advertising strategy. A digital IP platform has proven to be a highly successful targeting method.

Project Details

Client Type: Auto Dealer
Advertising Method(s): Household IP Targeting
Assets: Display ads, custom landing page & email marketing

luxury car dealer ip targeting results

Campaign Strategy

This particular campaign utilized the luxury car dealers existing customer base for leases that were expiring soon and a target list of people who owned other luxury brand vehicles. The two groups were set up as separate campaigns with ad sets that corresponded to the vehicle currently owned by that particular target. For example, someone whose lease was going to expire on an E-Class Mercedes received an ad for the new E-Class and M-Class lessees received the M-Class ad, etc.

Campaign Results

After the campaign ended match-back analysis was conducted to match the targeted group with customers that made purchases during the sale periods. During the Sale/Lease special, customers targeted from the campaign generated a total of 46 sales and leases.

  • 46 transactions attributed to the campaign
  • 80% higher conversion rate for customers who received targeted display ads
  • $383,286 in incremental revenue generated from these additional sales
luxury car dealer ip targeting results

Campaign Results

Match-back analysis was conducted to match targeted customers with customers that made purchases during the sale periods. During the Sale/Lease special, customers targeted from the campaign generated a total of 46 sales and leases.

  • 46 transactions attributed to the campaign
  • 80% higher conversion rate for customers who received targeted display ads
  • $383,286 in incremental revenue generated from these additional sales

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