How a testing model is driving SEAT and CUPRA’s search marketing performance

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“Will we ever be able to put search marketing strategy in the driver’s seat?” This is sort of 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. While SEAT is the younger, cool and concrete model that gives vehicles with putting 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, Global Media Manager at SEAT S.A, Sophie Santallusia, Global Paid Search and Programmatic Director, and Alejandro Sebastian, Global Search Team Lead at PHD Media Spain to debate the ‘Performance 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 needed to become first movers who actively capitalize on opportunities that appear. To ensure this our teams needed to take advantage of search space dynamics, apply best practices, and gain a technological and intelligence edge over the competition.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A.

2. Improving visibility of the group’s exhausting work

“While we were putting all these efforts, we wanted to improve our team’s visibility. While we are busy becoming the best performing channel, always reinventing, working towards results and efficiencies, we often miss the glitter of other channels. Adding an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A.

3. Maintaining efficiency and bettering effectivity

“As the best performing channel on a last-click attribution model, we were also facing multiple challenges. The pandemic lockdowns and microchip shortages made search performance improvements a constant, ongoing must-have. This meant decreasing the cost per click (CPC) and improving the cost per acquisition (CPA) were always core reasons to develop such a testing model.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A

Putting testing within the driver seat: The SEAT and CUPRA Performance innovation program

The SEAT S.A testing mannequin, ‘Performance 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 take care of model deal with the power of paid search – bettering price efficiencies and accelerating efficiency.

Corinne and her group 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 develop their market share, and ship central visibility on the testing outcomes. They created particular testing roadmaps, primarily based on quarterly objectives that align with native markets primarily based on their wants and methods.

“We then utilized our assessments, 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 clear timeline and roadmap. We always test and learn. This allows us to have a specific position with partners, allowing us to always be part of the alphas and betas, testing new formats, always trying to improve results at the same time”, Corinne shared.

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

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

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

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

To enhance the clicking via charge (CTR) and decrease CPCs, the SEAT S.A group centered on including visuals to advertisements, bettering ad-copies, and testing new extensions. They additionally decreased CPAs through the use of bid methods and the system’s AI to get one of the best 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 pictures primarily based on a number of components like clicks, content material, and key phrase triggers to optimize one of the best performing ones.

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

  • Keyword conversion efficiency
  • Ad copies
  • Audience knowledge via all of the customized bidding choices out there in SA360

Outcomes

The ‘Performance innovation program’ mannequin has helped SEAT and CUPRA obtain one in every of their finest assessments which catalyzed their search efficiency by way of the fee per go to (CPV), one in every of their principal KPIs that signaled high of the funnel conversions. The price per go to (CPV) improved by 30% and value per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are actually outfitted 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 group and their international associate 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. Focusing on 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 are actually strongly positioned to outperform the competitors.

Gearing up for a cookie much less future

Going cookie much less will carry difficult occasions and affect the search channel. SEAT and CUPRA plan to counter this with the usage of Google Analytics 4 (GA4) to take care of 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 necessary place inside search sooner or later, because the core of search would possibly evolve with extra automation, much less granularity and management.

Greater deal with measurement and a privacy-first future

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

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

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

– Corinne Calcabrina, Global Media Manager at SEAT S.A

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

They are additionally working in direction of gathering and connecting first social gathering knowledge like CRM audiences and buyer match options.


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