Harley-Davidson: Google Ads Case Study

harley-davidson Cae Study

 

Company Background

Harley Davidson wants to better defend their market and brand to customers loyal to its competitors. They want to go after used bikes in specific markets and adjacent markets. A local non-Harley store sells almost as many used Harley bikes as the local Harley shop. They needed a marketing expert, a case study, and an online reputation overhaul.

“Clearly a material jump”  Owner, Harley-Davidson

The Approach

To acquire more used Harley Davidson buyers from what the owners described as a “very under-served market”

Begin taking market share from competitors, both Harley Davidson Dealers and those shops selling used Harley’s

Sell more of the expensive bikes

Created their Google Ads account

Add Google Retargeting and Remarketing to build awareness of untapped customers

Write review responses for negative reviews online. This is an art, as you want to speak to future customers reading the reviews, not necessarily the customer who wrote the review.

To acquire more used Harley Davidson buyers from what the owners described as a “very under-served market”

Begin taking market share from competitors, both Harley Davidson Dealers and those shops selling used Harley’s

Sell more of the expensive bikes

The Results

With Google Ads, we helped them get more leads in one month than some of their previous fiscal quarters starting in 2015

76% increase in the number of unique visitors to their site than the previous year.

49% increase in bike sales the first quarter we were working with them.

We began working on their campaigns the last week of April 2015.

Conclusion

The business started in a city saturated with other highly regarded, well-known motorcycle businesses. Local citizens were attached to existing brands. Existing firms already had a strong presence on Facebook, Yelp, and Google.

Within 5 months, we helped them sell as many bikes as they sold all of the previous year. Their return on investment has been over 5,000%

Harley-Davidson Digital Marketing

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