Revolutionising Automotive SEM in a Dynamic Marketplace

In a dynamic and fast-paced automotive marketplace, Gumtree Group, with its portfolio including CarsGuide, Autotrader, and Gumtree, faced the significant challenge of marketing an ever-changing inventory of vehicles. This variability often led to decreased conversion rates and unprofitable campaigns when specific models went out of stock. Digital Minds Group, spearheading the SEM marketing efforts, was tasked with driving seller leads in this unique environment, focusing on web inquiries and phone calls.

The team implemented a sophisticated approach using product feeds and automation to dynamically adjust search campaigns across the three different brands. Ads and campaigns were optimised hourly based on inventory status, performance, and conversion metrics, ensuring advertisements were only active for available cars, optimising for both efficiency and profitability.

Key to our success was not just in managing inventory, but also in fostering dealer satisfaction. Through algorithmic ad optimization, visibility was equitably distributed among dealers, ensuring a fair and balanced opportunity for all involved. This strategic balance between inventory management and dealer satisfaction underscored our campaign’s sophistication.

The results were impressive. Our comprehensive SEM strategy, underscored by real-time adjustments and a full-funnel marketing approach, propelled Gumtree Group to new heights. Lead growth soared by 41% year-over-year, while cost per lead (CPL) saw a significant reduction of 11%.