Chastang Ford Search Engine Marketing (SEM)

Chastang Ford is an established Houston car dealership owned by a family that has been in the truck business since 1933. The dealership is unique among Houston-area Ford dealerships in that retail sales are secondary to commercial, fleet and government sales and service. The “family” theme is present in all that Chastang does, with a service-first approach to sales and growth that has resulted in Chastang earning the distinction of being the highest-rated Ford dealership in the US on Reputation.com for several consecutive years.

The Challenge

CKP was tasked with improving the effectiveness of paid search campaigns while communicating the Chastang service value proposition, with the ultimate goal of driving more qualified leads and foot traffic to the store.

CAMPAIGN GOALS

Improve volume of impressions and traffic to website from paid search
Increase traffic to key landing pages for commercial and retail sales
Improve conversion rate
Reinforce the Chastang brand value as Houston’s leading truck and fleet dealer

The CKP Approach

Chastang’s inventory includes numerous models of new, used, and commercial vehicles, parts and service offers, and limited-time specials. Inventory changes rapidly, meaning that attention to keyword variation is crucial. In order to encourage web behavior that matches the many offerings of the brand, we performed a keyword audit and analysis to build Google Adwords scripts that reflect Chastang Ford’s brand positioning.

We applied simple targeting parameters to focus on specific audiences, including adding geofilters, demographic filters, and in-market targeting. We added account-level and campaign-level ad extensions to build urgency with customized limited-time offers. We monitored the campaigns continuously to analyze, audit and optimize the strategy.

Competitive Research

Research, audit and competitive study

Digital Marketing Strategy

Google keyword strategy

Campaign Execution

Campaign execution and optimization

Monitoring and Reporting

Monitoring and reporting

Meaningful Results

A comparative year-over-year web traffic analysis between proved an overwhelming response to the applied strategy. Chastang Ford has seen a steady lift in sales volume for both commercial and retail sales directly resulting from qualified leads being driven to the website.

Highlights and Objectives

Traffic Increase to Custom Truck Landing Page

Traffic Increase to Commercial Truck Page

Traffic Increase Commercial Truck Inventory Page

Traffic Increase Monthly Specials Page

Improvement in Ad Conversion Rate

Improvement in Impressions

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.