How the test model drives SEAT and CUPRA search advertising overall performance

“will we ever be able to positioned a search advertising method at the driving force’s seat?” that is a catch 22 situation for almost every searcher, as the network is still left on the mercy of Google’s algorithms and updates.

SEAT SA, a multinational carmaker from the Barcelona-based Volkswagen group, has innovated a take a look at version that promotes the boom of its SEAT and CUPRA manufacturers in the eu marketplace. At the same time as SEAT is a younger, cool and concrete emblem that gives vehicles with beautiful layout and a couple of mobility answers – CUPRA is an unconventional brand described via the modern layout and overall performance of electrified models.

We talked to Corinne Calcabrinaglobal media manager at SEAT SA, Sophie Santallusiaworldwide Paid seek and software Director, and Alejandro SebastianHead of the worldwide seek group at PHD Media Spain to speak about the “overall performance Innovation software” (SEAT SA test version) and its introduced price for groups.

a quick growing enterprise

digital is a quick growing region and seek is being reinvented again and again once more with new codecs and ever-converting ways of creating and dealing with bills. The SEAT and CUPRA groups had numerous sore points:

1. Live updated with all the innovations and adjustments inside the enterprise

“We needed to grow to be the primary novices to actively take gain of the opportunities that arise. To make sure this, our teams needed to take advantage of the dynamics of the quest area, practice nice practices and gain a technological and sensible advantage over the opposition. “

– Corinne Calcabrina, international Media supervisor at SEAT SA

2. Enhancing the visibility of the tough work of the team

“at the same time as we have been investing most of these efforts, we desired to improve the visibility of our team. Whilst we are busy becoming the maximum a hit channel, we’re continuously reinventing, working for results and efficiency, we often pass over the glitter of other channels. Adding respectable scope and framework manner we can report and gift our achievements. “

– Corinne Calcabrina, international Media manager, SEAT SA

3. Preserve ability and enhance performance

“because the maximum successful channel in the last-click allocation version, we additionally faced numerous demanding situations. Because of the closure due to the pandemic and the dearth of microchips, improving seek performance has end up a steady, consistent need. This has meant that decreasing the price-consistent with-click (CPC) and enhancing the price-according to-acquisition (CPA) have continually been the main reasons for growing such a checking out model. “

– Corinne Calcabrina, international Media supervisor, SEAT SA

driver’s seat checking out: the SEAT and CUPRA overall performance innovation program

The SEAT SA test model, the “performance innovation program”, has been designed to align with the inherent love of innovation that is at the core of the SEAT and CUPRA manufacturers. The check model was built centrally to preserve the logo centered on the strength of paid search – enhancing cost-effectiveness and speeding up performance.

Corinne and her crew at SEAT SA and their agency PHD Media reviewed the logo strategies for SEAT and CUPRA, respectively, their overall performance and nearby desires. They’ve created a framework that gives shape, facilitates brands expand their marketplace percentage, and provides principal visibility to check results. They have got created specific trying out plans based totally on quarterly goals which can be aligned with local markets consistent with their desires and techniques.

“We then used our exams, shared a hypothesis (exposing outcomes from different markets) approximately what we hope to acquire, and then carried out the check to the primary approach.

“We had a clean timeline and plan. We are continually checking out and gaining knowledge of. This lets in us to have a unique function with our companions, which allows us to usually be a part of the alpha and beta, take a look at new formats, always attempt to enhance the outcomes, “said Corinne.

To facilitate consistency, the SEAT SA crew prepared yr-spherical checks at a tempo for one advert organization or campaign to hold effectiveness and benefit clear observations. The plan changed into created based totally on the following elements:

• Priorities for markets in phrases of impact and workload
• changes that Google makes to advert codecs or numerous capabilities that it gets rid of or repeats

Grand Prize of search advertising: statistics, Automation and visible Optimization

SEAT SA and PHD Media have began to separate techniques by way of key-word type and define them for each ad organization. key phrases have been segmented based totally at the search for brands and different brands, their function and relevant KPIs. This records changed into then used for the duration of the public sale. synthetic Intelligence (AI) was used to section audiences and target advertisements that had been on the pinnacle of the circulate. Comparative insights from these checks were later introduced into the agency to inform the path of the method.

to enhance its clickthrough charge (CTR) and lower CPC, the SEAT SA group centered on including visual factors to advertisements, improving copies of advertisements, and checking out new extensions. They also decreased the CPA through the use of bidding strategies and the machine’s synthetic intelligence to make the maximum in their budgets.

To master their visible impact on the target audience, SEAT SA used photograph extensions for every ad in all of its campaigns. Google has displayed these pics based totally on several factors, which include clicks, content material, and keyword triggers, on the way to optimize for the maximum a hit.

From a data point of view, SEAT SA used Google search advertisements (SA360) in search to manipulate and screen its Google ads or Bing advertisements. The datasets tracked all the important factors of a paid seek:

• key-word conversion overall performance
• Copies of advertisements
• goal group statistics thru all custom offer alternatives to be had in SA360

results

The “Innovation in performance software” version helped SEAT and CUPRA gain one of their pleasant assessments, which catalyzed their fee-in line with-go to (CPV) seek performance, certainly one of their essential KPIs, signaling conversions at the top current. Fee in keeping with visit (CPV) improved through 30% and value according to buy (CPA) through 37%.

SEAT SA (SEAT and CUPRA) are now geared up with new approaches to deduce and examine market-based totally conversions.

alternate of intelligence in specific markets

Following the of entirety of the checking out segment, the SEAT SA group and their international accomplice PHD Media suggested the consequences and observations. Sharing their insights and insights with other markets has allowed other groups to leverage the knowledge and expertise received from successful check prototypes. That specialize in components that deliver consequences has provided demanding situations for groups scattered throughout the location and facilitated lifelong learning whilst embracing alternate and new capabilities. The SEAT and CUPRA groups at the moment are in a sturdy role to outperform the opposition.

prepare for the future fewer cookies

reducing the range of cookies will reason challenges and have an effect on the hunt channel. SEAT and CUPRA intend to save you this via using Google Analytics 4 (GA4) to maintain efficiency and target the proper audience. The opening up of latest visible formats, together with the Bingo Discovery and MMA / MSAN campaigns, may even play an crucial role in search inside the future, as the center of search can evolve with greater automation, much less fragmentation and control.

extra focus on measurement and the destiny of privateness first

The group is testing “consent mode” with GA4 and “stronger conversion” to assess exhaustion due to privacy guidelines. In addition they attention on figuring out and designing contingency plans for paid seek items that they’ll now not be able to test in the near future.

“we are testing all the new answers and capabilities that Google brings to marketplace in phrases of privateness and less cookie capabilities. Our checking out focuses more often than not on deploying the overall suite of Google Analytics four (GA4), site-wide tagging, consent mode, and progressed conversions.

further, we’re additionally testing new target market segments that GA4 provides within the privateness environment at the forefront of our paid seek campaigns. We see some nice and promising results. “

– Corinne Calcabrina, international Media manager at SEAT SA

SEAT SA and PHD Media are actively targeted on Google’s market and target market mapping solutions which are privacy-friendly and useful for segment targeting.

they also strive to gather and integrate first-individual information inclusive of CRM goal organizations and purchaser connectivity solutions.

---

join seek e-newsletter for insight into seo, search landscape, search advertising and marketing, virtual marketing, management, podcasts and extra.

join the verbal exchange with us at LinkedIn in Twitter.