Autobarn

Autobarn Inc is a multi car brand dealer who is a sure-shot ONE STOP solution for all your car needs. They specialise in assisting their customers to get the most desirable deal for any car of your choice, with the absolute lowest Finance rate, Insurance and vigilant After Sales Services.

It was during the lockdown in 2020, when everything came to a standstill, we rebuilt their business model to make sure that they still got the business exposure they desired. This plan included moving to virtual appointments and also creating awareness about their services in cities like Kolkata Bhubaneshwar, Siliguri and Mumbai.

The Challenge

Autobarn Inc did not have a dedicated social media presence and thus dependant on third party websites to generate enquiries which were essentially very random and inconsistent. People in general were not aware of Autobarn's strength when it came to their dealer network for many different car brands. The biggest feature that put them way ahead of any of the other competitors was their revenue model that included finance and insurance but this part was never highlighted previously.

Our Approach

Autobarn Inc wanted to connect to a bigger pool of audience in all the cities they were active in, which were Kolkata, Bhubaneshwar, Siliguri and Mumbai and thereby not only increase their brand awareness but also generate leads through Social media channels and Google Ads.

In case of the automotive segment, a customer's journey is a long process that involves an extensive research before taking any action ending with the final buy. Armed with this understanding, we choose to adopt a "full-funnel" strategy, which consisted of running campaigns on both Facebook & Google.

Campaigns on Social Media were focused on push marketing strategy to not only increase their brand visibility, but also showcase different car brands that they deal in using carousel ads to generate leads via messenger ads.

Side by side with this, on Google a push strategy was implemented with search ads to generate leads with a plethora of relevant search keywords.

The following strategies helped us to get them the engagement and responses Autobarn Inc wanted.

• With key features like demographic and location targeting, we reached people in the specific regions in Kolkata, Bhubneshwar, Siliguri and Mumbai where they had bases in.

• We ran attractive and eye-catching photo and video ads in carousel formats to highlight different car brands and specific call to action - Book a test drive.

• We used information from Facebook pixel on the website to re-target and then created Custom and Lookalike audiences to generate effective leads.

• The new Pay Per Click (PPC) ad campaign structure was adopted to better allocate the company's digital marketing spend on Google.

• New optimized copy for PPC ads were opted for to better connect with potential customers with site link extensions and direct call actions.

• Implemented price and promotion ad extensions were highlighted to boost the awareness of Autobarn Inc's offers on Insurance and Finance.

The Impact

• We pointedly drove quality leads towards them using carousel ads from Social Media marketing.

• These targeted profiles then contacted Autobarn to book test drives, know about finance options and also renew their insurance.

• Since April, 2020 the number of impressions was close to a 502,801 with 164,427 people reached on an average, and then we showed the ads 3x to create a strong recall value.

• This lead to 3 x the return on the money spent on ads, 4 x the increase in test drives for their different car model options and most importantly 1.5 x increase in actual conversions.

• On Google Autobarn Inc has on an average made close to 107,039 impressions with 8,096 clicks with a Click through ration (CTR) of 7.56% and conversion rate of 36.87%.

     Few of the digital marketing tactics that we focused on included:

• Keyword bidding
• Removing negative keywords on a regular basis
• Making location bid adjustments
• Implementing keyword expansions