Articles

 OBJECTIVE 

Powersports of America, sister-store to Polaris of Benton, is a new Polaris and Can-Am dealership in the southwest corner of Kentucky, where the state connects with Tennessee, Missouri and Arkansas.  As a new dealership, General Manager, Tim Riley, understands how important it is to make a powerful first impression with his local market.  He also knows that to allow the Powersports of America team the opportunity to do what they do best, provide outstanding customer service, he’s got to ensure that the local ATV, UTV & motorcycle community knows they are now open for business in Paducah.

SOLUTION

Powersports of America took to the internet to make sure that when someone in the local market was searching for a powersports dealer in general, or a Polaris or Can-Am model specifically, their dealership was the first and obvious choice to customers.  Tim, who has seen success with Google AdWords for the Polaris of Benton location, signed up for an aggressive Search Engine Marketing (SEM) campaign as part of the Local Web Dominator program.  His goal was not just to brand their new dealership by ‘getting their name out there’, but rather to generate quantifiable leads with a positive ROI to make a big impact in the local and surrounding markets.

RESULTS

In April, Powersports of America’s Google AdWords SEM campaign generated 2,628 clicks to their website from customers searching what they sell, who were in their local market.  Plus, 33,963 people saw their ad with an impressive Click Through Rate (CTR) of 7.74% (Benchmark data reports that any CTR over 2-3% is considered exceptional).  

And while that local online visibility is fantastic, the real ROI for this campaign is shown in the 147 conversions (AKA: quantifiable leads) the campaign generated that month:

85 Phone Calls

33 Leads Forms Submitted (Quote Requests, Contact Us, etc.)

18 Finance Applications Submitted

11 Visits to Map & Hours Page (which may point to future store visits)

Additionally, the SEM campaign drives about 41% of the overall website traffic for www.powersportsofamerica.com.  The investment in local SEM is paying off for Powersports of America.  The compelling custom-made ads and local targeting help Powersports of America stand out as the best choice for a local Polaris or Can-Am customer.  

Plus, having a team of dealer-advocate, digital marketing specialists helping to drive traffic for Powersports of America, Tim and his team are able to focus on providing that outstanding customer service to their new Polaris and Can-Am customers, which will keep them coming back for years to come.