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

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.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.