Microsites: National BMW Dealers

Faced with tough online competition from independent service centers that were advertising aggressive prices, many BMW dealers around the country were looking for ways to compete. In partnership with Dealer Products Services, one of BMW's preferred marketing vendors, L2T was challenged by BMW to promote competitive online offers and establish a strong value for servicing with an authorized BMW dealer.

The Tactics

L2T rolled out a comprehensive co-opable PPC campaign using highly targeted service and parts micorosites. Dealers are able to track the number of phone calls and contacts via a real time online reporting tool.

The Results

Nearly every BMW dealer participating in the program is receiving an incremental 75 calls/contacts per month at a cost of $15/contact net of co-op.