TMS Motor Group Case Study
See how we help the family owned car dealers
See how we help the family-owned car dealers grow their organic traffic and enquiries.
Case Study Date: September 2024
Services taken: SEO & PPC
Location: Midlands
Industries: Automotive/ Car Dealership
TMS Motor Group is an ambitious, award-winning family-owned car dealership selling Kia and Volvo cars out of several showrooms including in Hinckley, Coventry and Leicester.
Challenge
Partnering with Key Principles from late 2015 working on PPC activities in Google Ads and Bing Ads, TMS continue to make a very healthy return on their investment, promoting both new and used Volvo and Kia cars.
Their challenge continues to be how to exceed the ever-increasing manufacturer sales targets each quarter, whilst continuing to provide their customers with the best possible deals and service.
TMS made the strategic decision in April 2018 to increase digital marketing budgets and explore other online platforms whilst retaining a positive ROI.
Solution
Key Principles continues to effectively promote new Volvo and Kia cars for TMS Motor Group, and more recently promoting the used car stock via Google and Bing Ads using the unique Auto-AdsTM System.
Key Principles also recommended expanding the online audience using Facebook Ads. This included targeting new audiences with Facebook Ads, as well as retargeting website visitors with Facebook Retargeting. Promoting sales events, new car launches, new car offers and loyalty campaigns via Facebook and Instagram, Key Principles provided an ROI on all activities.
Results shown are were achieved in September 2019.
Google Ads Results
Results shown are a year on year comparison, comparing September 2019 vs. 2020.
16%
Increase in Enquiries
152%
Reduction in Cost Per Enquiry
125%
Increase in Click Through Rate
Facebook Ads Results
Results shown are a year on year comparison, comparing September 2019 vs. 2020.
2,100+
Extra Website Visitors
120+
More Enquiries
50%+
Lower Cost Per Enquiry
SEO Challenge
TMS Motor Group has been a long-standing client of ours. Since November 2014, we have been working with them on PPC activities such as Google Ads and Bing Ads.
However, they were experiencing a decline in their organic traffic and enquiries, so we completed an SEO audit for them with several recommendations. Ultimately, TMS provided the go ahead for our ongoing SEO optimisation service to help improve the organic traffic levels.
Solution
We resolved the decline in organic traffic issue in three different ways. Firstly, we spotted quite a big technical SEO issue where the used car pages were not being indexed in Google Search results. We have worked with the web developer to remove all of the noindex tags from these pages and have seen a significant increase in traffic to the used car section of the site as well as a significant increase in the total number of indexed pages within Google Search Console.
Additionally, we have then completed on-page SEO for these used car pages by enhancing the title and description tags. Due to the nature of the used cars coming in and out of stock the title and description tags work based off templates that include vital information including the make and model of the vehicles.
Finally, we revamped the leasing sections of the website as this section of the site was very low in content. We have done this by auditing the section, completing keyword research and putting together a wireframe structure for the internal team to follow. This means we now have much more content in this section of the site, and we have enhanced the title and description tags.
These SEO changes caused to generate more organic traffic; you can view the results below.
Results
Results have grown for TMS, the results shown are the latest year-on-year comparison, comparing 2024 vs 2023
81%
Increase in Organic Traffic
58%
Increase in Enquiries From Organic Search
191%
Increase Pages Indexed on Google
Conclusion
In conclusion, our collaboration with TMS Motor Group on their SEO efforts has yielded impressive results. By addressing the indexing issues of their used car pages and implementing targeted on-page SEO strategies, we were able to significantly boost their organic traffic and improve their online visibility. The comprehensive revamp of the leasing sections further contributed to their positive outcomes.
Do you want to get results like TMS Motor Group? Schedule a chat with us using the link below and we will use our expertise to optimise your SEO performance and help you reach your business goals.
“The team at Key Principles are excellent, they understand our business objectives and work hard to ensure the campaigns we run are both effective and delivering results.”
Bronwen Mackenzie – Group Marketing Manager at TMS
Want Results Like These?
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Following this call you will receive recommendations on marketing activities that will help you achieve your business objectives.