D’Ieteren

1. Rebuilding the SEA campaigns

In order to begin with a clean sheet, we started this project off with a big rebuild of the SEA campaigns of their biggest brands: Audi, Volkswagen, Volkswagen Commercial Vehicles, SEAT, SKODA, Wondercar, MyWay, Audi Approved Plus, VDFin, …

2. Shifing focus from brand to generic keywords and introducing new KPIs

Soon we realized that they were spending 80% on branded keywords because they were focusing on the performance on last-click attribution for the hard conversion, buying the car.

Given the long customer journey, we introduced new KPIs that allowed them to be present on generic keywords. Thanks to that, the SEA campaigns were able to actually drive incremental volume rather than just intercept existing demand generated by other channels.

3. Laying the foundation for SEO

Thank to the good results in SEA, we were also asked to work on the SEO of their wide range of websites. We built the foundation and started with in-depth keyword research, keyword mapping, setting proper KPIs, and coming up with a methodology for ROI analysis. Once we fixed the basics, we trained all stakeholders, including IT, webmasters, copywriters, and the marketing team. As education is a crucial part of SEO, we are continuing to do this on a regular basis. This also includes D’Ieteren’s extensive dealer network, which we provided with toolkits with local keyword universes. Today, we still support D’Ieteren with our technical & content SEO services.

4. Creating an internal team, supported by CLICKTRUST.

Over the years, D’ieteren had internalized most skills related to media buying. SEA was one of the only channels still managed outside of D’ieteren. Based on our suggestion, we decided together that the time had come to have SEA done inhouse.  In order to have the best of both worlds, we opted for a hybrid solution. We’d have 2 persons dedicated to SEA working at D’ieteren from their offices, while being on the CLICKTRUST payroll and being part of the CLICKTRUST team at the same time.  If someone is out of office, the team jumps in. Constant training is provided.  This hybrid model ensures D’ieteren always has the needed competencies and resources to manage SEA succesfully.