Case Study: McKie Ford Lincoln achieves more sales and lower cost-per-conversion with Kenshoo

McKie Ford Lincoln - Customer Case Study

McKie Ford Lincoln is a family-owned Ford and Lincoln dealership in Rapid City, South Dakota that partnered with Mudd Advertising for traditional and digital marketing. After a year of SEM/SEO activity, a brutal winter in late 2013 prompted McKie to ask Mudd for ways to boost brand awareness, increase leads and phone calls, and drive more vehicle sales during a slow season.

Mudd used Kenshoo Local tools—copying optimized Google campaigns to Bing, a Bid-to-CPA policy, the Keyword Tool to surface converting queries, and custom dashboards/reports—to expand reach, control costs and sharpen optimization. Results included a 28.8% lift in conversions with only a 23.7% rise in spend after launching Bing; Bing delivered higher CTR (+44.9%) and conversion rate (+3.7%) with much lower CPC and cost-per-conversion; Bid-to-CPA drove +20.6% conversions and +9.5% conversion rate; dealer sales jumped 27% month-over-month and search KPIs showed steady monthly growth in clicks, conversions, form fills and phone calls.

McKie Ford Lincoln