Shifting up a gear to steal Market Share online
Wheels Motorcycles are East Anglia’s top dealership for motorcycles and scooters, boasting as being the region’s exclusive Aprilia centre. Known for excellent service, the dealership offers a wide selection of new and pre-owned bikes from top brands including Aprilia, Suzuki, Kawasaki, Moto Guzzi, Piaggio, Honda, Vespa, and Mutt.
The number of motorcycles on UK roads rose from 1.29 million in 2021 to 1.34 million in the following year. Similarly, the number of individuals obtaining their motorcycle licenses also saw a significant increase, going from 16,000 in 2021 to 48,600 the following year. It’s for these reasons and many others that Wheels Motorcycles wants to shift up a gear and take more market share by using the power of online search marketing, and that’s where Brave have come in…
- SEO & Content Marketing
- Social Media Ads
- PPC Google Ads
- Cambridgeshire / Leicestershire
For motorcycle dealerships, a well-executed marketing strategy can result in significant sales, not to mention new customers and recommendations which are all part of a cyclical cycle of social proofing. Using conventional means was and is very expensive, which is why digital marketing is becoming more significant for Motorcycle Dealerships.
As a major motorcycle dealership, they knew that having a strong marketing strategy in place would be essential for the future of driving sales and bringing in new customers who perhaps had not even heard of them. With traditional marketing methods often costing a fortune and spiralling out of control with little or no tracking which is reliable, it’s no wonder more and more dealerships are turning to digital marketing to make the most of their budget and reach a wider audience.
Our Brief was clear, exposure, drive more traffic through “buying keyword searches” and amplify click-thru intent. By utilising the power of digital marketing, incorporating SEO, Paid Ads and Content Marketing, we are attracting new customer acquisitions, increasing recommendations and boosting the bottom line.
Google Ads saw a 47% increase in conversion rate within 1 month of campaign going live
Reduction in average CPC
Reduction in Cost & Conversion
Reduction in Average CPM
Wheels Motorcycles is an established brick-and-mortar and eCommerce store business that had a solid foundation for success but needed a digital marketing agency to take its ROAS to the next level. The goal was to enhance brand recognition and establish Wheels Motorcycles as the premier choice for motorbike riders looking for new and used motorcycles and scooters from well-known brands such as Aprilia, Suzuki, Kawasaki, Moto Guzzi, Piaggio, Honda, Vespa and Mutt… Our client’s previous marketing efforts with another agency were not meeting their target ROAS. Our team was brought on to develop and execute a comprehensive digital marketing strategy to help Wheels Motorcycles reach its desired business outcomes and drive sales. With a hands-on approach, our full-service digital marketing agency is dedicated to achieving the desired results and exceeding our client’s expectations.
Project Campaign Goals
At Brave, we’re obsessed with driving sales and optimising online presence for maximum impact. Our approach is as a partner – if we don’t deliver, then there is no growth for our clients or us as an agency. That’s why we’re implementing a comprehensive strategy for Wheels Motorcycles to boost website performance, utilising both paid advertising and organic search traffic. With a focus on delivering both short-term revenue growth and long-term online benefits, we’re poised to take their market share to the next level.
An impressive 47% conversion increase in month 1
In the first month, conversions increased by 47%, average Cost Per Click was reduced by 51%, Cost / Conversion reduced by 92% and further improvements to average CPM such as down by 96%
SEO Action Plan
Wheels Motorcycles required a comprehensive and long-term strategy to generate sustained results. To achieve this objective, we focused on enhancing on optimisation of their website where possible and refining their overall content strategy both on-page and off-page. Additionally, we facilitated opportunities for the team to engage in thought leadership by publishing guest posts on relevant industry websites, forums, and communities and thereby acquiring valuable backlinks to their site. All this work was carefully researched with a test and measure approach.
PPC Ad Strategy
Google Shopping ads proved to be an optimal solution for Wheels MotorCycle in generating a short-term return on investment. Given the highly price-sensitive nature of the motorcycle clothing market, we meticulously devised a strategy to target the most profitable customer segments and locations. Our approach was geared towards achieving a cost-per-click (CPC) that would not only deliver healthy profits but also attract new customers.
To maximise the efficacy of our strategy, we employed data-driven insights and a thorough review of their existing campaign structure, tactics and history. This enabled us to effectively monitor and analyse the performance immediately of our campaigns in real-time, making necessary adjustments to ensure that we remained ahead of the curve. Furthermore, our team of experts worked closely with Wheels MotorCycle to continually optimise their product listings, ensuring that they were presented in the most appealing and effective manner possible to increase click-through rates.
Our efforts paid off, and Wheels MotorCycle’s ad campaign shifted upwards fast and was able to achieve significant growth in their online sales very early on with a flurry of customer acquisition. The integration of Google Shopping ads into their overall marketing mix provided a cost-effective and efficient way to increase their visibility, reach, and impact. The results were not only measurable but also scalable, which made the return on investment both significant and sustainable.
We’re thrilled with the outcome so far as Wheels Motorcycling has seen a noticeable improvement in its overall ROI. Our data-driven approach and hands-on execution allowed us to deliver beyond our client’s expectations, driving measurable and meaningful results. The successful campaign not only met but exceeded their goals and solidified our team’s commitment to delivering results that matter to our clients.
From a paid advertising point of view, we will be able to use advanced forecasting tools, calculators and analytics and accurately estimate the required ad spend and project the potential results to aid the client to forward-plan their growth.
We leveraged our expertise in digital marketing to deliver exceptional results but we won’t stop there. With a focus on increasing website traffic and sales, footfall and brand credibility, we were able to drive a significant return. The next stages will bring further data-driven strategy, advanced targeting techniques, and continuous optimisation of both campaigns and the web store.
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