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How a testing mannequin is driving SEAT and CUPRA’s search advertising and marketing efficiency


“Will we ever be capable to put search advertising and marketing technique within the driver’s seat?” That is virtually each search marketer’s dilemma because the neighborhood continues to stay on the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker a part of the Volkswagen group have innovated a testing mannequin that’s driving development for its manufacturers, SEAT and CUPRA within the European market. Whereas SEAT is the younger, cool and concrete model that gives vehicles with placing designs and several other mobility options – CUPRA is an unconventional model, which is outlined by its progressive design and the efficiency of its electrified fashions.

We spoke with Corinne Calcabrina, International Media Supervisor at SEAT S.A, Sophie Santallusia, International Paid Search and Programmatic Director, and Alejandro Sebastian, International Search Crew Lead at PHD Media Spain to debate the ‘Efficiency innovation program’ (SEAT S.A’s testing mannequin) and its worth add to the companies.

A quick-paced trade

Digital is a fast-moving sector and search is all the time reinventing itself with new codecs and everchanging methods to create and handle accounts. The groups at SEAT and CUPRA had a number of ache factors:

1. Staying on-top of all improvements and modifications within the trade

“We would have liked to turn into first movers who actively capitalize on alternatives that seem. To make sure this our groups wanted to reap the benefits of search house dynamics, apply greatest practices, and achieve a technological and intelligence edge over the competitors.”

– Corinne Calcabrina, International Media Supervisor at SEAT S.A.

2. Enhancing visibility of the crew’s exhausting work

“Whereas we have been placing all these efforts, we wished to enhance our crew’s visibility. Whereas we’re busy turning into the most effective performing channel, all the time reinventing, working in direction of outcomes and efficiencies, we regularly miss the glitter of different channels. Including an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, International Media Supervisor, SEAT S.A.

3. Sustaining efficiency and enhancing effectivity

“As the most effective performing channel on a last-click attribution mannequin, we have been additionally dealing with a number of challenges. The pandemic lockdowns and microchip shortages made search efficiency enhancements a continuing, ongoing must-have. This meant reducing the price per click on (CPC) and enhancing the price per acquisition (CPA) have been all the time core causes to develop such a testing mannequin.”

– Corinne Calcabrina, International Media Supervisor, SEAT S.A

Placing testing within the driver seat: The SEAT and CUPRA Efficiency innovation program

The SEAT S.A testing mannequin, ‘Efficiency innovation program’ was designed to align with the inherent love for innovation that runs on the core of SEAT and CUPRA manufacturers. The testing mannequin was constructed centrally to keep up model give attention to the power of paid search – enhancing price efficiencies and accelerating efficiency.

Corinne and her crew at SEAT S.A and their company, PHD Media reviewed model methods for SEAT and CUPRA respectively, their efficiency, and native wants. They created a framework that gives construction, helps the manufacturers increase their market share, and ship central visibility on the testing outcomes. They created particular testing roadmaps, primarily based on quarterly targets that align with native markets primarily based on their wants and techniques.

“We then utilized our exams, sharing the speculation (highlighting outcomes from different markets) of what we hope to attain after which making use of the take a look at into the primary technique.

“We had a transparent timeline and roadmap. We all the time take a look at and study. This permits us to have a particular place with companions, permitting us to all the time be a part of the alphas and betas, testing new codecs, all the time making an attempt to enhance outcomes on the similar time”, Corinne shared.

To facilitate consistency the SEAT S.A crew organized exams all year long pacing one take a look at at a time for an advert group or marketing campaign to keep up effectivity and achieve clear observations. The roadmap was created on these components:

  • Priorities for markets primarily based on the affect and workload
  • Adjustments that Google makes to advert codecs or completely different options that it sunsets or iterates

The search advertising and marketing grand prix: knowledge, automation, and visible optimization

SEAT S.A and PHD Media began differentiating methods by key phrase kind and outlined them for every advert group. Key phrases have been segmented primarily based on model and non-brand search, their position, and their respective KPIs. This knowledge was then used throughout the public sale bidding. Synthetic intelligence (AI) was used to section audiences and goal advertisements that have been high of the funnel. Comparative insights from these exams have been later fed into the enterprise to tell the course of technique.

To enhance the clicking by means of price (CTR) and decrease CPCs, the SEAT S.A crew centered on including visuals to advertisements, enhancing ad-copies, and testing new extensions. In addition they decreased CPAs through the use of bid methods and the system’s AI to get the most effective of their budgets.

To grasp their visible affect on audiences SEAT S.A used picture extensions for every advert throughout all their campaigns. Google displayed these photos primarily based on a number of components like clicks, content material, and key phrase triggers to optimize the most effective performing ones.

From an information viewpoint, in Search SEAT S.A used Google Search Advertisements (SA360) to handle and monitor their Google Advertisements and Bing Advertisements respectively. The information units tracked all of the core necessities of paid search:

  • Key phrase conversion efficiency
  • Advert copies
  • Viewers knowledge by means of all of the customized bidding choices accessible in SA360

Outcomes

The ‘Efficiency innovation program’ mannequin has helped SEAT and CUPRA obtain certainly one of their greatest exams which catalyzed their search efficiency when it comes to the price per go to (CPV), certainly one of their predominant KPIs that signaled high of the funnel conversions. The associated fee per go to (CPV) improved by 30% and value per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are actually geared up with new methods to infer and analyze conversions on a market-to-market foundation.

Sharing intelligence throughout various markets

After finishing the testing part, the SEAT S.A crew and their world companion PHD Media reported on outcomes and observations. Sharing their learnings and insights with different markets has empowered different groups to learn from the information and experience derived from the profitable take a look at prototypes. Specializing in elements that drive outcomes has allowed the groups unfold throughout to be challenged and has facilitated fixed studying whereas embracing modifications and new options. The SEAT and CUPRA groups are actually strongly positioned to outperform the competitors.

Gearing up for a cookie much less future

Going cookie much less will deliver difficult occasions and affect the search channel. SEAT and CUPRA plan to counter this with using Google Analytics 4 (GA4) to keep up efficiency and goal the fitting viewers. Opening as much as new visible codecs like Discovery campaigns and MMA/MSAN from Bing will even take an essential place inside search sooner or later, because the core of search may evolve with extra automation, much less granularity and management.

Better give attention to measurement and a privacy-first future

The crew is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition because of privateness tips. They’re additionally centered on figuring out and designing a danger contingency plan for the paid search parts that they received’t be capable to take a look at within the close to future.

“We’re testing all the brand new options and options that Google is bringing to the market when it comes to privateness and cookie much less capabilities. Significantly, our testing is targeted on deploying the complete suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Moreover, we’re additionally testing new viewers segments that GA4 permits inside a privateness first ecosystem on our paid search campaigns. We’re seeing some optimistic and promising outcomes.”

– Corinne Calcabrina, International Media Supervisor at SEAT S.A

SEAT S.A and PHD Media are actively centered on Google options for mapping markets and audiences which might be privateness compliant and relevant for focusing on segments.

They’re additionally working in direction of gathering and connecting first get together knowledge like CRM audiences and buyer match options.


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