Search Engine OptimizationToday

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

“Will we ever be capable to put search advertising technique within the driver’s seat?” That is nearly each search marketer’s dilemma because the group 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 progress for its manufacturers, SEAT and CUPRA within the European market. Whereas SEAT is the younger, cool and concrete model that provides automobiles with placing designs and a number of 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, World Media Supervisor at SEAT S.A, Sophie Santallusia, World Paid Search and Programmatic Director, and Alejandro Sebastian, World Search Workforce 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 business

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 adjustments within the business

“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 area dynamics, apply greatest practices, and acquire a technological and intelligence edge over the competitors.”

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

2. Enhancing visibility of the workforce’s exhausting work

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

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

3. Sustaining efficiency and enhancing effectivity

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

– Corinne Calcabrina, World 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 concentrate on the energy of paid search – enhancing value efficiencies and accelerating efficiency.

Corinne and her workforce 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 broaden 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 methods.

“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 enables 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 identical time”, Corinne shared.

To facilitate consistency the SEAT S.A workforce 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 acquire clear observations. The roadmap was created on these elements:

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

The search advertising grand prix: information, automation, and visible optimization

SEAT S.A and PHD Media began differentiating methods by key phrase kind and outlined them for every advert group. Keywords had been segmented primarily based on model and non-brand search, their position, and their respective KPIs. This information was then used through the public sale bidding. Artificial intelligence (AI) was used to phase audiences and goal advertisements that had been prime of the funnel. Comparative insights from these exams had been later fed into the enterprise to tell the route of technique.

To enhance the press by way of charge (CTR) and decrease CPCs, the SEAT S.A workforce targeted on including visuals to advertisements, enhancing ad-copies, and testing new extensions. Additionally 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 elements like clicks, content material, and key phrase triggers to optimize the most effective performing ones.

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

  • Key phrase conversion efficiency
  • Advert copies
  • Viewers information by way of all of the customized bidding choices out there in SA360

Outcomes

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

SEAT S.A (SEAT and CUPRA) at the moment are outfitted with new methods to infer and analyze conversions on a market-to-market foundation.

Sharing intelligence throughout various markets

After finishing the testing section, the SEAT S.A workforce and their international 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 parts that drive outcomes has allowed the groups unfold throughout to be challenged and has facilitated fixed studying whereas embracing adjustments and new options. The SEAT and CUPRA groups at the moment are 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 suitable viewers. Opening as much as new visible codecs like Discovery campaigns and MMA/MSAN from Bing may also take an vital place inside search sooner or later, because the core of search may evolve with extra automation, much less granularity and management.

Larger concentrate on measurement and a privacy-first future

The workforce is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition resulting from privateness pointers. They’re additionally targeted on figuring out and designing a threat contingency plan for the paid search components that they gained’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 by way of privateness and cookie much less capabilities. Notably, our testing is concentrated on deploying the total 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 constructive and promising outcomes.”

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

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

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


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