SOLUTION

The approach involved creating a series of dynamic rich media creatives, including videos and product carousels, allowing users to pre-configure their cars before visiting the website. These assets were seamlessly integrated with Display & Video 360, Google Studio, and custom audiences, ensuring a data-driven campaign that effectively engaged users interested in the brand or competitor models.

Additionally, the team experimented with broad match keywords to expand the reach of their ads, enabling them to target a broader audience interested in that specific car model as a potential car option. After 30 days, the impact of this strategy was evaluated by analyzing the increase in clicks and the cost per soft lead compared to the previous month.

The Results: By combining rich media creatives with the brand's data insights, the team achieved a notable 26% decrease in cost per click alongside a remarkable 57% reduction in the cost of each interactive visit and a significant 42% drop in cost per conversion, particularly for users engaging with the car configurator.

Similarly, incorporating broad match keywords enabled the brand to gaine a substantial 58% increase in clicks and more than double their impressions, all while reducing the CPC by 27%.

This approach also resulted in a noteworthy 42% increase in qualified visits for new cars and a substantial 19% decrease in cost per acquisition. Moreover, the team accomplished a notable 39% surge in hard leads, with a 17% reduction in cost per soft lead.