Ad Words Pre-Campaign Report pre AW-[Faraz Auto Sales] PDF

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Summary

Assignment was to choose company and run Google Ad Campaign for them. Its the report....

Description

Client Profile: Faraz Auto Sales Ltd. is a used luxury car dealer which serves the GTA and Ontario region: Toronto, Mississauga, Brampton, Oakville, Richmond Hill, Vaughan, New Market, Hamilton and Kitchener. The company has been in the market for more than 18 years. Faraz Auto Sales offers a wide range of luxury car brands such as Bently, Lexus, Ferrari, Lamborghini, BMW, Audi and so on. The company also delivers auto detailing services and provides car loans to its customers. They currently have three social media platforms where they are represented, Facebook, Youtube and Instagram. The weakest presence the company has is on Youtube with only 113 subscribers with very low engagement. The primary content is short overviews of luxury cars. Faraz Auto Sales Facebook account has 1,800 followers also with low engagement. Their Instagram profile is their most popular, with 12k followers. However the average engagement per post is 300-600 likes, which is pretty low compared to the company's number of followers. Faraz Auto Sales Google search engine optimization (SEO) has a good standing. Their website (https://www.farazautosalesltd.ca/) has 548 referrals on other websites which is a lot for a region-sized company. There are 470 daily visits and 14,100 visits per month. Faraz Autosales implemented Google Analytics (statistics), Google Tag Manager and Yoast SEO (marketing) technologies on their website. There are few weaknesses on the Faraz Auto Sales website. The website loading speed is too slow: average time for the mobile phone loading is 10.4 seconds and average time for the desktop loading is 3.6 seconds. Website loading should be optimized. Also, some of the icons and buttons on the website look old-fashioned and outdated. Overall, the website is straightforward with a pleasant design that is eye catching for consumers. This is a big strength of Faraz Auto Sales website, their website layout is intuitive and simple, and the website’s pages are informative. Market Analysis: Being a luxury cars dealer, Faraz Auto Sales aims to reach an audience with a high level of income and located in GTA. According to the analysis of the company’s social media, the majority of their followers are middle-aged males. The target market of Faraz Auto Sales consists of those who want their vehicle to be both comfortable and aesthetically pleasing; also, they are looking for options with a reasonable price and quality correlation.

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Among the companies targeting the same market niche as Faraz Auto Sales do are Toronto Auto Brokers, World Fine Cars, and Most Wanted Cars by Theomotors. Besides selling pre-used luxury vehicles, World Fine Cars and Most Wanted Cars also offer car repairmen service. Regarding social media, Toronto Auto Brokers have the best developed accounts on Instagram and Facebook (10,000 and 5,862 subscribers respectively). Both TAB and WFC have Twitter accounts as well, but there are less than 500 subscribers. Due to the fact that all the organizations mentioned offer almost the same products and services to similar target markets, the environment in the industry is rather competitive. Consequently, Faraz Auto Sales needs to focus more on points of difference they may use to stand out and gain market dominance. Currently, the company has a rather interactive website, so the customers are likely to find it more attractive than those of other dealerships. Current Marketing: Faraz Auto Sales LTD utilizes a current marketing strategy to engage with consumers through three various ways. On their website, Faraz provides a multitude of interactive tools. The site traffic can interact with a chatbot, contact the customer service team via email box, and use the provided phone number to their location. Their chatbot is also available after inputting a mobile number. Faraz utilizes AutoTrader as an all-in-one solution for marketing in the auto industry. AutoTrader provides web design, content creation, analytic driven TRFFK, and SEOs. This includes the blogs posted on Faraz’s websites that are in line with Toronto’s car community trends. Furthermore, the web design allows Faraz to maintain a live up-to-date online inventory on their website and on AutoTrader’s website. AutoTrader.ca is an online marketplace where consumers can shop for vehicles from most dealerships in Canada. Private sellers can also sell on AutoTrader. It is the premier online marketplace for automotive sales in Canada. Faraz Auto Sales maintains an Instagram account with approximately 12,000 followers and Facebook business page with over 1,400 likes. Faraz posts weekly and engages with comments through Instagram and their Bio provides a link to their website and/or SickKids Donation page. The donation page also provides Faraz’s address and contact information. Other forms of customer sales and engagements include Kijiji, Facebook Marketplace and Cargurus. Faraz Auto Sales’ website is very interactive, guests can view live inventory, photo galleries, get a Carfax report, apply for financing, and schedule a test drive. Faraz Auto Sales provides FAQs on each page such as under “Financing” there will be subheadings with questions and the answers below instead

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of the commonly used FAQ pages. Faraz’s blogs and SEO’s do not generate enough traffic and advertisements on Google to their own page. Finding Faraz Auto Sales LTD through google is more useful when searching for a luxury car dealership in the nearby areas. Conclusion: To conclude, the company’s target market mostly consists of people of middle age having a high income level, living in the Greater Toronto Area, and looking for a deal with the best price-quality balance. Faraz Auto Sales LTD’s major competitors are Toronto Auto Brokers, World Fine Cars, and Most Wanted Cars by Theomotors. Faraz needs to develop more features which can differentiate it from the competitors; currently, the major one is a visually appealing and easy to navigate website. Faraz Auto Sales LTD’s current marketing strategy supports the Google AdWords Campaign. Proposed AdWords Strategy: The AdWords Strategy for Faraz Auto Sales will focus highly on the number of clicks achieved throughout the campaign in order to reach the most people. To achieve the highest number of clicks, we will be creating multiple campaigns with different keywords in order to reach a larger audience. The majority of the campaign types will be search networks, as it will be the most beneficial for Faraz. The focus for each campaign is to reach more potential clients in order to make appointments, and have people visit the showroom. This in turn will allow for more car sales and reach. We will target approximately 65km range from Faraz Auto Sales. Faraz currently deals with clientele from all across Canada, so expanding the range will help reach more people that will actually benefit the company. Faraz sells specific vehicles that may be rare or not available elsewhere, so expanding your km reach as much as possible is crucial. We will be using geotargeting, which allows displaying ads in a selected country, region, or a certain radius around the company's location. Therefore, this is aimed at Ontario, the municipality of North York and Toronto, and nearby areas. Specific keywords that cater towards luxury car dealerships will be used. For example, car financing, luxury cars, used luxury cars, luxury used car dealerships. These specific keywords will help reach a more specific target market, rather than using a simple keyword such as “car dealership ” adding luxury helps cater to the audience Farz commonly deals with, which is people in search of a more high end car. Each campaign will have a specific advertising goal of visits to their physical location. Since it is a car dealership, visits to the physical location will help them achieve higher sales. Faraz is already very active with customer reviews and responding to their clients questions and 3

concerns, therefore they already have a reputable online presence. Our negative keywords will consist of free , cheap, car, repair, rent, replace, discount, motorcycle, ATV, scooter, powersports. These are all keywords that will not benefit or cater towards Faraz in any way. We will be using Optimized ad serving to put emphasis on our keyword bindings. This will prioritize ads that are performing better. In addition to the use of Google AdWords, our campaign budget of only $50 was necessary due to Faraz having a privately owned advertising company that is being used simultaneously with Google Adwords. Therefore, the investment choice was made to assist in the advertising, rather than control it. While using Google Analytics, we are able to analyze and monitor the clicks, impressions, interactions, and whether or not our advertisements are being shown on a mobile phone or computer. The daily plans will be to track how many more impressions we have on our advertisements, and how it compares to the amount of clicks we are seeing. Weekly check ins will involve doing a more in depth comparison of how well our advertisements are doing, compared to a competitor, and the true benefits it is bringing to Faraz. Since the budget is so low, we hope that the full $50 a month will be spent. We will be using a cost-per-thousand-impression (CPM) bidding strategy. This strategy will allow us to only pay for ad impressions when they are seen. The Google Adwords networks we will be using are Google search results page as well as Google Maps. Google search results will give customers the opportunity to research Faraz as well as finding any of their social media. Google Maps will allow customers to find the location of the dealership as well as read other customer reviews to make a decision on if they should purchase a car from Faraz. Since the budget is only $50, we hope to surpass the goal of 5,000 impressions and get approximately 100 clicks. The cost per click should be approximately $0.50 per click, adhering to the low budget. We are optimistic that even if the advertisement is not clicked on, the impressions will assist at putting Faraz in a potential clients mind. Suggested metrics may include tracking the length of time spent on the site, the amount of interaction with the web page, and customer retention. There is a need to monitor the percentage of regular customers and see what makes the customer not return to the dealership. Thus, we proposed to look at demographics or zip codes that show the percentage of repeat customers. It is also suggested to monitor all interactions in all social networks and measure the increase in search queries that include the dealership’s name – Faraz Auto Sales. If the dealership is searched more often, digital marketing brings positive results and drives traffic to the site.

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