Integrated Case Study
An Integrated SEO, PPC & YouTube Optimization Strategy For KIA Turkey Resulted In More Traffic & Conversions
KIA is South Korea’s oldest manufacturer of motor vehicles - that went from producing bicycles and motorcycles, to becoming the fifth largest vehicle manufacturer worldwide. Kubix Digital is working with KIA Turkey since May 2012. Starting off with Google Ads, KIA also receives SEO and YouTube optimization services since 2018.
- Improve Search Visibility and Non-Branded Keyword Traffic
- Increase Number of Test Drives and Quote Requests Without Increasing Ad Spend
- Track and Increase Omni-Channel Activities
- Improve Branding and Video Engagement on YouTube
- Technical SEO Audit Resulted in 38 Prioritized Recommendations
- Opened New Category Pages
- Optimized Google Ads Campaigns With Online & Offline Data
- Thorough YouTube Channel & Video Optimization
- New Category Pages Generated an Additional 35,000 Organic Page Views
- Non-Brand Organic Traffic & Ranking Improved
- YouTube Views, Likes, Shares & Subscribers Increased Significantly
- Increase In Google Ads Conversions & Decrease In Cost Per Conversion
What We've Done
2018 was a difficult year for the Automotive industry in Turkey. The fall of the Turkish currency made it difficult for Automotive brands to sell their even more expensive cars. KIA recognized the need for investment in their brand and outlined a clear integrated search and video marketing strategy.
Our main goal was to integrate SEO, PPC and YouTube optimization activities in order to maximize the effects of our work. Our strategy, hereby, was led by the online customer journey of a person purchasing a car - which is a long term process, determined by different touchpoints. We had to make sure that most of these touchpoints were covered; touchpoints range from ‘which car is best’ and ‘is the car right for me’, to ‘can I afford it’, ‘where should I buy it’ and ‘am I getting a deal’ moments.
We started with our technical SEO audit, which resulted in 38 prioritized recommendations. As a result we (1) optimized the crawl budget to prevent crawling of duplicate and low-value content, (2) increased site-speed by better loading optimized images, and (3) suggested a new structure for the dealer pages in order to improve local search visibility. Lastly, we also (4) curated content pages for specific car categories, eg. SUV cars, in order to optimize for non-brand generic keywords that would catch the users in the beginning of their customer journey. These category pages were determined by user search queries.
Besides wanting to cover high volume generic search keywords on Google organically, as the turnover from these keywords were long term, we also wanted to capture such keywords on YouTube search. Videos play an incremental role in the car buying journey, driving discovery and awareness of the vehicles. We started to optimize the KIA Turkey YouTube channel with the YouTube Enhancement project, which KIA ran internationally in corporation with Google. We improved the channel’s look and feel, gave content enrichment suggestions and optimized the videos to make them more discoverable.
At last, knowing that KIA’s mobile traffic was around 80%, the online conversion rate for test drives and price quotes was much lower. This proved to us that KIA’s users are more likely searching for cars online, and afterwards pay a visit to the local dealers. We had to find a way to track these users in order to get a proper conversion data for our Google Ads campaigns. The Google Ads campaign optimization was crucial to get the most out of our Ads budget. Here we focused on store visit measurement in conversion tracking, using the newest Store Visit Technology from Google.
What We've Achieved
The SEO improvements that we did had an incremental input on the organic performance, and overall the ranking and visibility for KIA Turkey’s non-brand organic traffic improved. The newly opened category pages generated an additional 35,000 page views, and ranked first page and even first place for major keywords like SUV cars and hybrid cars.
The YouTube Enhancement project showed us how important YouTube optimization can be. By creating a featured channel and playlist structure, adding video thumbnails, performing global content curation and content enhancement, optimizing the video titles, descriptions and tags regarding search behavior and keywords, as well as creating cards, brand watermarks, CTA overlays and end screens, we were able to improve all the channel and video metrics given in YouTube analytics. Not only did the average view duration, shares and number of likes improve, also the video views went up with more than 600%, and the subscribers amount increased by almost 550%.
Since gaining access to the Store Visits data, we were armed with a better understanding of KIA Turkey’s customers' journey from online to in-store. Before we had this data, we optimized the Ad campaigns only with the online conversion data we had; meaning that we were sometimes pausing keywords with no conversion or with a low ROI. Now we were able to see that these keywords can maybe be worthless for online conversions, but are highly valuable for store visit conversions.
By continuously optimizing the campaigns with online and offline data, we were not only able to increase the number of all conversions, including store visit conversions, by 5,5 thousand percent, but also the number of online conversions doubled and thus were positively affected by our optimization efforts.