PP-auto Oy is a full-service car dealership established in 1968 and owned by Suur-Seudun Osuuskauppa. Our branches are located in Meriniity in Salo, Kuninkoja in Raisio and Tynninharju in Lohja. In 2022 we delivered more than 3000 vehicles to our customers and our turnover in 2023 was about 61m€. PP-auto currently employs more than 60 automotive professionals. Hyundai and Ford are among the brands represented.
Digital marketing boosts car sales
"We see the impact of digital marketing on car sales immediately, instead of waiting"
PP-auto and Digiteam started working together in late 2020 with Google Ads search advertising. Previously, the company had invested heavily in offline advertising; print, outdoor and radio advertising. With consumers' information gathering process and car sales increasingly shifting to digital channels, it was natural to get PP Car's range and message onto digital channels.
"The shift from print to digital marketing has brought us measurable results in terms of sales. We have increased our visibility in our target groups and target market, and we are reaching consumers on the channels where they spend their time."
Planned digital marketing activities
At the end of 2020, agile paid Google Ads advertising was launched. The aim was to reach potential customers who were already searching for cars and local car repair services on search engines. However, it was clear from the outset that search engines alone would not be enough to reach customers. Digiteam implemented a digital marketing plan for PP-auto, which guides the digital marketing in a customer-oriented way.
"We started with agile paid Google Ads advertising. Now, instead of a single channel, we reach customers through multiple advertising channels."
"The digital marketing plan gave us clear insight into which digital channels our end customers spend time on, how we reach them on those channels and with what budget. The plan also helped us to define our digital marketing objectives and to know what resources we needed from our staff and our partners.", continues Heiskanen.
The digital plan identified the needs of the PP car to be present in an increasing number of digital channels. For the client, the plan included effective Facebook and Instagram advertising, banner advertising to target car enthusiasts programmatically with Adform and also reaching consumers through various campaign formats in Google Ads. In other words, the entire customer acquisition process is taken into account, from the acquisition of information to the purchase transaction, using various digital channels. In addition, a new online service implemented by Digiteam has made search engine optimisation part of digital marketing.
With PP-car, we agilely implement a variety of tactical, sales-driven campaigns and longer-term strategic brand awareness measures.
"It's been great to see the results of PP-car's digital marketing grow. Multi-channel digital marketing delivers results and reaches potential customers at all stages of the buying process."
Measurability and development
All digital chemistry is accurately measured through web analytics, pixels and event attribution on social channels. Customers can see transparently which campaigns are generating the most revenue and driving traffic to their car dealership. Analytics data is used to develop advertising in a more effective way and to see the results of each digital channel in use in real time.
Areas of cooperation
- digital marketing plan
- Google Ads keyword advertising
- Facebook and Instagram advertising
- programmatic display advertising (Adform)
- web analytics
- website services
