Winning Gold in the Automotive category at The Drum Awards for Media 2024, Impression implemented a robust paid media strategy to drive traffic and leads for used car marketplace Motors. Here is the award-winning case study.
Established in 2007, Motors is a prominent online automotive website specializing in nearly new and used cars. With 2.4m monthly site visits, the company’s automotive site is one of the UK’s largest.
The secondhand automotive industry was becoming more crowded, with leading brands dominating market share. Competitor research revealed that challenger brands were disrupting the market by investing in paid media strategies.
Alongside the increasing competition, a Google algorithm update negatively impacted organic visibility for Motors, ultimately causing a decrease in traffic.
Prior attempts to improve performance through paid media had failed to deliver, resulting in Motors’ senior stakeholders losing faith in digital marketing tactics and acquiring leads at an efficient cost.
But in …