Driving traffic with PPC and SEO

Overhauling Manheim’s PPC and SEO activity

Manheim is a leading UK provider of integrated products and services for the used vehicle industry.

Having recently launched a brand new website, Manheim wanted to ensure that its digital activity was as fully optimised as possible.

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The challenge

There were two key areas for us to research. We wanted to understand what would turn a visitor into a buyer, and what incentives and driving factors would help convert a visitor into a registered user.

With limited tracking data available it would be a challenge to measure engagement levels and existing conversion points, so we put a plan in motion which would help us get real insight into the brand's users' behaviours.

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Our solution

Our digital strategy focused on carrying out a deeper level of analysis of the site. By intensely tracking every component on the website, we were able to understand which areas performed well and which ones could be improved.

This analysis helped to inform our recommendations of new functions and site upgrades which would work to increase conversions. This included reviewing and improving calls-to-action and creating new pages to deliver results.

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Driving Traffic

A full technical site audit highlighted areas and conversion points that could be expanded on, and we developed a series of PPC and SEO campaigns for areas we identified could be developed further. This also included the development of separate landing pages for certain topics and specific traffic.

Data analysis informed our PPC strategy which was centred on performance data for the first time, greatly reducing the cost per acquisition and increasing the volume of leads.

From this we were able to develop a standalone strategy for specific services offered by Manheim.

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A successful PPC campaign

180% increase in clicks , clicks rose by 180% whilst the media spend reduced by 30%

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Encouraging registrations

Upwards of 500% increase in registrations, New calls-to-action throughout the site increased registrations by 27%, 80% decrease in cost per registration

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Encouraging purchases

260% increase in purchases through Manheim website, a combination of site optimisation, SEO and PPC activity increased purchases by 260%

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