Scottsdale, AZ — ZOG Digital, a leading digital marketing and technology company, partnered with Pep Boys to launch a hyper-engaged mobile search campaign that attributed calls from search ads to revenue from brick-and-mortar stores. Localized ads tracked calls and appointments scheduled from paid search campaigns to Pep Boys’ nearby towing and service centers.
ZOG Digital’s results quickly exceeded expectations, driving an influx of calls to Pep Boys locations nationwide and increasing mobile ROAS by 28 percent just two weeks after launch. During that same time, scheduled appointments increased by over 17 percent, resulting in a 62 percent growth in appointment revenue from mobile campaigns.
Overall, these campaigns attributed in-store revenue to digital campaigns, generated additional revenue streams from mobile advertising, and expanded online exposure for Pep Boys. Additional paid search campaigns, including Google Beta programs, helped ZOG Digital further connect paid search tactics to revenue generated from brick-and-mortar stores.
Before launching the click-to-call campaign, Pep Boys was only tracking online appointments via form fills. To expand this campaign to include phone calls, adjustments to ad timing and location filters were applied to enhance overall user-experience and engagement. Detailed campaign targeting was paired with ad copy customized to user search queries and resulted in an influx of appointments booked nationwide that were attributed to paid search ads.
Pep Boys continues to see increased in-store engagement from paid search campaigns and leverages audience data to deliver improved targeting, performance-driven content, and online-to-offline revenue attribution.
About Pep Boys
Since 1921, Pep Boys has been the nation’s leading automotive aftermarket chain. With over 7,500 service bays in over 800 locations in 35 states and Puerto Rico, Pep Boys offers name-brand tires; automotive maintenance and repair; parts and expert advice for the Do-It-Yourselfer; commercial auto parts delivery; and fleet maintenance and repair. Customers can find the nearest location by calling 1- 800-PEP BOYS (1-800-737-2697) or by visiting www.pepboys.com
About ZOG Digital
ZOG Digital helps brands connect with consumers through its award-winning marketing services and technology. The company specializes in discovery marketing solutions including search engine optimization, social media marketing, content creation, paid advertising, web design and development. The company’s proprietary Keyword Revenue Forecasting Tool was recently certified to provide accurate and quantifiable search and content marketing performance insights through keyword revenue projections. ZOG Digital is headquartered in Scottsdale, AZ. Clients include Pep Boys, Panasonic, Allstate, Capital One, National Geographic, and Wyndham Vacation Rentals. For more information, connect with us at zogdigital.com or on Twitter @ZOGDigital