NewCars.com

: : Background

NewCars.com is a leading source for online car quotes. When NewCars.com wanted to drive site traffic and visibility to increase new car leads and business growth, they partnered with MIVA. As well as accomplishing this, the cost-effectiveness of their MIVA campaign contributed to significantly reducing NewCars.com’s average cost-per-click from their Pay-Per-Click campaigns.

: : Campaign Objectives

NewCars.com partnered with MIVA with one clear thing in mind: Drive quality traffic to its site to convert into new car leads for its retail and wholesale networks.

: : Campaign Strategy

Keywords:

NewCars.com’s keyword strategy was developed with two clear objectives in mind: ensure consumer relevancy and drive cost-effective bid prices.

For NewCars.com, the focus is on three buckets comprising approximately 35,000 keywords:

Generic keywords: This list includes generic phrases, such as ‘new car,’ that drive high traffic levels.
Auto makes: A list of specific auto makes such as ‘Mercedes Benz’ for users who might have a brand in mind, but not a specific model.
Auto models: A more detailed set of specific terms, such as ‘Mercedes-Benz C 230 Sport 4 door Sedan’ for highly targeted users.

NewCars.com used MIVA’s keyword generator tool to assist when selecting specific location qualifiers. The keyword generator allows advertisers to see which words relevant to their business are being searched for across the MIVA Network. It therefore enables NewCars.com to achieve another important objective: ensure a great and relevant consumer experience.

Deep Content URLS:

NewCars.com worked to develop deep content URLs to direct users straight to the relevant section of the NewCars.com site where they could find a specific model, trim or price range. The use of deep content URLs ensures a better user experience.

: : Results

Working with MIVA, NewCars.com experienced a reduction in cost-per-click and an increase in lead production.

MIVA delivers 15% of NewCars.com traffic, converting into approximately 6% of their leads.
MIVA is cost-effective. NewCars.com pays 1/3 of what their average combined CPC for other search engines is on the MIVA network.

: : Client Comment

“We are very pleased with MIVA’s online campaign and its cost-effective leads. The conversion rates and return from advertising have proved invaluable to our success.”

Isabel Schoenberger, Vice President of Search, NewCars.com