Insurance Auto Auctions (IAAI) sought to optimize their digital presence by creating a mobile-optimized site to support vehicle sellers. With roughly 20% of their AdWords budget dedicated to mobile advertising, the goal was clear: improve mobile conversions and enhance the customer experience for users engaging through mobile channels.
Why Did We Start the Project?
The Challenge
Marcel Digital's mission was to craft a mobile-first user experience that prioritized lead generation and customer engagement. In addition to revamping the site’s mobile experience, the team was tasked with rebuilding the IAAI AdWords campaign to better target mobile search behavior. This required refining targeting strategies to reach an ideal customer profile (ICP) on mobile devices, ensuring that both organic and paid traffic efforts were aligned with user intent and driving conversions.
What’s Going On?
The Analysis
Marcel Digital leveraged its expertise in mobile web development and paid search strategies to conduct an in-depth audit of IAAI’s digital presence. What we found was that IAA's mobile experience was not meeting search engine best practices, requiring a content and layout revamp. Part of this issue was because URLs were not redirecting from the desktop URLs to mobile URLs, creating a lacking user experience.
We then examined key mobile search queries and identified opportunities to optimize the campaign for mobile-driven traffic. The foundation of this campaign was designed to be flexible, allowing ongoing adjustments to ensure the strategy remained aligned with evolving user behavior and industry trends.
What Happened After Launch?
The Solution
Marcel Digital implemented the following solutions to address the challenges identified in our analysis:
- Introduced automatic redirects to seamlessly transition users from desktop to mobile sites, ensuring a smooth user experience.
- Overhauled content and layouts for improved mobile usability, resulting in higher quality scores for paid campaigns.
- Refined and optimized AdWords campaigns targeting mobile-specific queries and aligning with search engine best practices.
- Ongoing optimization of both the mobile site and paid search efforts to continually align with user intent, driving more qualified leads and improving overall sales enablement.
These solutions not only helped the IAAI website perform better from a user experience standpoint but also helped increase our landing page Quality Scores within Google AdWords, driving more targeted traffic and giving IAAI better visibility for their paid efforts. We continued to fine-tune our paid search strategy, targeting more focused queries and keywords that were matching both our user's needs and intent, driving higher quality leads and conversions over time.
What Happened After Launch?
The Results
By combining in-depth research, mobile experience enhancements, and data-driven AdWords optimizations, Marcel Digital was able to drive substantial improvements for IAAI. Mobile site traffic saw a 58% increase, while mobile site conversions grew by over 20%, resulting in a significant uplift in ROI. Through continuous refinement of the paid search strategies, IAAI saw a marked increase in lead generation and sales performance.
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