Project FamilyUpgrade

Company: AutoPlanet

Date: 

Channel: Google Search, Display Retargeting & Video

Objective

To capture and dominate the market segment of couples who have recently had a baby and moved to Durham, focusing on families looking to upgrade their vehicles to accommodate their growing needs.

Campaign Design & Offer:

Through audience research, we identified that many young families were relocating to Durham due to more affordable housing and the family-friendly nature of the neighborhoods. These families, especially new parents, often upgrade their cars to accommodate their new baby’s needs. To tap into this segment, we crafted a tailored offer

Offer:

“Upgrade to a Family-Friendly Vehicle with AutoPlanet – Receive a Free Car Seat & Safety Package with Every Purchase!”

This offer was designed to resonate with the safety-conscious parents, giving them a tangible benefit (a free car seat and safety package) that directly addressed their needs as they adapted to their new family dynamic. The offer also highlighted AutoPlanet’s commitment to family and safety, which aligned perfectly with their situation.

Strategy:

To dominate this segment, we launched a Google Ads campaign that was hyper-targeted to new families in the Durham area. Key components of the campaign included

• Audience Segmentation & Persona Development: We segmented our target audience by demographic, focusing on new parents in Durham, who had recently moved to the area. Through detailed persona development, we identified their specific needs—affordability, safety, and space—and tailored our messaging accordingly.

• Keyword Strategy:
  Using keywords such as “family cars Durham,” “best cars for new parents,” and “safe cars for babies,” we ensured that our ads appeared in front of parents searching for family-friendly vehicles. We also used long-tail keywords to reach those looking for “car dealerships offering family car packages in Durham.”

• Ad Creative & Messaging:
  The ads were designed with emotional appeal, emphasizing safety, family values, and convenience. Ad headlines included:

  • “Upgrade to a Safer Family Car – Free Car Seat & Safety Package!”
  • “Need More Space for Your New Baby? Explore Our Family-Friendly Cars!”
  • “Family Car Deal: Free Car Seat & Safety Package with Every Purchase!”

  We also utilized dynamic ads, highlighting the variety of vehicles in stock and customizing messaging based on search intent.

• Geo-Targeting & Budget Allocation:
  We focused on geo-targeting the Durham region with a radius around the growing family neighborhoods. The budget was strategically allocated to dominate the search results in these areas, ensuring our ads appeared at the top of search pages.

Results:

The campaign delivered outstanding results, positioning AutoPlanet as the go-to dealership for family-friendly vehicles in Durham:

• • 30% increase in leads from the Durham region within the first three months of the campaign.
  • 40% of conversions were attributed directly to the “Free Car Seat & Safety Package” offer.
  • 20% higher conversion rate compared to other segments, demonstrating the campaign’s precision in targeting the right audience.
  • Significant increase in CTR, with a 25% higher Click-Through Rate than average across Google Ads campaigns.
  • Positive feedback from customers who found the offer relevant and appealing, helping build stronger brand loyalty in the region.

Conclusion:

By leveraging precise audience segmentation and tailoring a campaign to the unique needs of new parents in Durham, we effectively captured a growing market and provided tangible value. This campaign not only increased lead generation but also strengthened AutoPlanet’s brand as a family-friendly dealership. The success of this targeted approach demonstrates the power of aligning offers with audience needs to drive meaningful results.