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Gregg Orr Marine and RV is a boat and RV dealership that operates primarily on the east coast and the Texarkana area. They needed a PPC strategy that would drive high-value traffic and increase their local market share. They also needed an audit of their website to see what changes would help in website conversions.
To make sure Gregg Orr got the biggest return on their budget, we went after keywords based on RV brand and RV type. We would direct the traffic to a search listing page that matched the keyword. This included brands like Forest River, and RV types like travel trailers or fifth wheels. We set up conversion tracking on every possible valuable step. We watched the budget closely and ended up scheduling ads for print times of day. We really cracked down on our keyword targeting and mainly focused on phrase match and exact match keywords. We also ran several tests on ads to get the best CTR to conversion rate ratio.
Greg Orr had a decent site, but there were things that could definitely be improved on. The first of which is that they needed to decide on what the most valuable CTA was, and then promote that as the primary one. From there, all other actions would be promoted as secondary actions.
Additionally, many of the RVs did not have prices set and required people to make contact with a sales rep before having the price disclosed. We found that this took up a lot of valuable time with the sales reps and cost the company money. Instead, we added processes to allow people to make decisions and be closer to the bottom of the funnel before getting in contact with a sales rep.
Finally, we made it easier for people to get in contact with the sales team. We found that it took an average of 5 steps before someone could get in contact with the sales team. We advised Gregg Orr to get that down to 3 by making the navigation of the site more direct, and by allowing people to get in contact earlier on.