Herd & Motorpoint recognised for driving unrivalled paid search success

Herd is a specialised performance marketing and web development agency, seamlessly blending expertise to deliver ambitious, high-impact results.

Over the past decade they’ve earned their Shopify Plus Partner status, amongst other accolades, and driven business growth for many global brands through bespoke, data-driven strategies. The agency pride themselves on consistently supporting ambitious brands to thrive and have secured multiple awards as a testament of this.

Motorpoint is the UK’s largest independent retailer of nearly new and used cars and vans. Motorpoint makes car buying simple at every step. Whether in a branch or on the website, every car meets high standards and comes with a warranty -all at an unbeatable price.

 Herd’s performance marketing team boasts extensive experience, with specialists in SEO, paid media, content, digital strategy, PR, and international expansion.

Driving unprecedented paid search success by solving brand Incrementality

To leverage savings from brand campaigns, Herd built a bespoke search incrementality testing tool, Parity®, that simultaneously monitors brand paid competition and organic rankings for search queries.

Parity® highlights where there are no competitor ads and Motorpoint rank in position one organically, allowing us to test pausing and unpausing paid activity – reinvesting spend into more profitable campaigns to drive genuinely incremental leads.

With a catalogue of 5,000+ vehicles, Herd introduced Search Ads 360 to build inventory-based campaigns, creating customisable templates using feed attributes to ensure key queries were included.

By adding lowest monthly cost, available stock per model and popular attributes, this allowed Motorpoint to stand out against competitors and craft tailored messaging – more relevant and targeted to our audience’s intent and motivations.

Organic CTR for brand terms increased by a colossal 76% and organic brand traffic climbed 51% as the channels’ collective efficiency was closely monitored once paid ads were turned off, ensuring overall performance levels were maintained.

This was complemented with a site-wide category landing page redesign, working alongside Motorpoint’s SEO, UX and CRO teams to optimise CTAs and visual merchandising to increase conversion rates.

Head over to Herd’s site to read the full case study.

Mark Preston, Performance Director at Herd said: “We are thrilled to announce that our paid media team has been recognised as finalists in the Best Use of Search and the Best Use of Data (PPC) category at the European Search Awards. This acknowledgment highlights our commitment to excellence and innovation in leveraging data to drive impactful results.”

In December 2022, Herd partnered with Motorpoint during a period of challenging trading conditions. Despite economic instability, strained supply chains, and intensified online competition, Herd effectively navigated these obstacles.

You can see all the shortlisted businesses across all our categories here. The winners will be announced at the award ceremony on Thursday, September 19 in Kraków, Poland.

Good luck everyone!

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