Results and Effectiveness

Our strategy has successfully boost up the BMW website traffic /conversions and sales  33 BMW X1 sold through Search Campaign $1.6 Million (approx)  ROI - 5500% ( Search Campaign Budget - $30,000)  WEBSITE TRAFFIC INCREASED BY 388.7%  INCREASED TOTAL CLICKS BY 210%  98% OF KEYWORDS HAD A QUALITY SCORE IN THE 7-10 RANGE  COST PER CLICK REDUCED BY 75%  TARGETED KEYWORDS DELIVERED 42+Million AD IMPRESSIONS  KEYWORD BMW X1 WAS THE TOP HOT SEARCH TERM ON GOOGLE SEARCH TRENDS

Creative Execution

The campaign created tailored advertising copy that reflected BMW's messaging with appropriate ‘call to action’ based on consumers search interest. The campaign targeted BMW India users through the search networks on Google, Yahoo! and Bing to maximize impressions while maintaining a high ad position. The effort served multiple call to action with Google Sitelinks and Yahoo! and created theme based ad groups for Content Network. - Targeting was based on users interest categories when they visited pages related to sports, automotive, news, finance etc. - We created remarketing lists to reach users, also leveraged YouTube in video ads through Google Display network which resulted in incremental page views on the BMW India website targeting specific to automobile category videos. To boost performance, the team continually monitored automobile news and competitors launch and PR activity and made adjustments to the campaign to best capitalize on the buzz and search volume trends.

Insights, Strategy and the Idea

How can the BMW brand be cultivated online through SEM in an innovative way? 1. Use Pay Per Click (PPC) in an innovative way to drive as many qualified consumers as possible to the BMW India websites (bmw.in). This Messaging needs to be specific to the audience demographic as much as possible, plus tailored to consumer's needs within the research process. 2. Ensure that only quality traffic comes to the site. Furthermore, increase the number of website traffic ■ Dealer locator ■ Specific product pages ■ Metrics involving traffic quality such as bounce rate, average time on site, increasing website unique visitors Have a thorough understanding of the target audience. Ascertain which stage a consumer is in by the nature of the queries they are searching. Ensure that search campaigns integrate with other off line campaigns and above-the-line media strategies Use search marketing to capture the interest generated by other media