With the average person taking about 3 months before purchasing a new car, D’Ieteren is facing rather long customer journeys. This makes it harder for them to connect the initial touchpoint to the end conversion: buying a new car. Because of this, lower-funnel channels used to get most of the investment, while the impact of upper-funnel marketing was underestimated.
There was a lasting shift in budget from branded keywords to generic keywords. This approach resulted in a huge increase in both upper-funnel and mid-funnel conversions. Within only a few weeks/months, we were able to improve the overall lead volume. Additionally, we helped them increase their organic search (SEO) traffic and conversions.