Driving Digital Excellence: Achieved 1.5X YoY bookings for Leading Automobile Brand | BMW Navnit Motors

Marketing Objective

• Increase enquiries by 20% while maintaining the cost per enquiry below Rs 5,000.
  
• Increase opportunities to 100 per month.
  
• Increase and maintain an average of at least 10 bookings per month.

Audience Insights

Upon research of the historic data & sales team interaction we were able to drive the following insights:

• Lead Intent: 68% conversions came in from action keywords related to price, on-road price. 
• Lead qualification was poor due to the below 3 reasons:
• A lot of disqualified leads were getting generated due to income criteria. People were just enquiring to understand more about the car
• People inquiring about pricing. People just wanted to understand the pricing of some models
• Did not pick up ratio was significantly high. 
• Majority buyers chose to register their bookings under company names, leveraging business ownership benefits such as depreciation, easier financing, and optimized asset management.

Strategy & Approach

A detailed media strategy was implemented including:

• We re-positioned the dealership around the values of trust & reliability, and rode the story of it being the first BMW dealership across India.
• Deep dive into the keyword strategy to use more transactional keywords instead of informational or generic keywords. The search report was thoroughly analysed on a daily basis to weed out phrases which could be low purchase intent.
• Improving lead numbers: 
• Splitting campaigns based on keyword intent into 2 segments: research oriented keywords & action oriented keywords. For example Research: X1 specifications, X1 features, New X1 launch date,etc. Action: X1 price in mumbai, X1 test drive, X1 dealership near me. 
• Top of the funnel building was done using multiple channels other than just search. We utilised platforms like Meta, Taboola, Twitter to reach out to a larger audience & create the awareness about the dealership.
• We optimized the landing page and ad communication to highlight financial benefits such as tax rebates and business expense deductions, incorporating lead magnets like special offers, EMIs, and buy-back plans.

Beyond that a lot of tactical changes were implemented to improve lead quality which eventually converted:

• Targeting audiences in the top 30% income bracket in Mumbai
• Bid adjustments for 5KM radius around the showroom to capture all the leads from these areas
• Removing age groups below 24 years to get leads from more relevant audiences
• Adding all the relevant extensions to drive specific purpose in communication:
• Sitelink Extensions like Test Drive Now, Check Current Offers, Check EMI, to drive intent oriented clicks
• Call Out Extensions like: First BMW Dealership, Expert Professionals, Trained BMW Experts, etc to bring in more trust
• Structured snippets to showcase the entire sales catalog.  
• Implemented remarketing campaigns targeting audiences who had already filled lead forms (warm leads) to reinforce brand recall and significantly increase their likelihood picking calls & speaking with our sales representatives.