Skoda

ŠKODA Ireland approached us about delivering Google Ads training to their dealers after a recommendation from SEAT who we had built and delivered a similar training session for.

Therefore, we compiled a customised needs assessment for each dealership so that we could split dealers into groups and the training sessions would fit their existing (or non-existent) knowledge of Google Ads.

We developed a two-part training session and organised for the first session to be held in Google Barrow Street offices to add to the experience. In addition to this, two of our Google account managers kicked off the first session looking at key micro-moments in automotive retail and at a real-life story of someone’s path to purchasing a car (online).

The initial session would also allow time for dealers to create their own account and their first campaign then before the second session a predefined account build would be loaded into each dealer account, with keywords and ad copy specific to dealer location and dealer brand- built in line with ŠKODA EU marketing guidelines. We then incentivised dealers with Google account vouchers. Each appointed participant from the dealership was presented with a certificate; all were very complimentary of the training and all dealers took advantage of the free credit voucher. Today, over 60% of the dealerships continue to invest heavily in Google Ads.