Using Competitive Search to Conquest Auto Enthusiasts
- Pinpoint relevant auto enthusiasts.
To increase user interest in the automaker’s ads, Xaxis knew that the message needed to be hitting the right audience. The people who fit the automaker best were, on average, 25-54 year-old outdoor enthusiasts who lived an active and social lifestyle.
- Drive site traffic.
An automaker hoped to pinpoint car drivers in Canada and drive them to the branch’s Canadian website. But they didn’t just want any drivers – they wanted their target audience who would be most interested in their models.
- Drive site traffic.
In 2012, the Canadian branch of a multinational automaker needed to increase the effectiveness of its online campaigns. They were determined to increase site visits and relevancy. Enter Xaxis.
Be where auto enthusiasts seek out content.
Auto enthusiasts browse the web for the latest auto and lifestyle news. Plus, this specific group looked for activities and travel. To secure relevant ad inventory that matched these interests, Xaxis leveraged its expertise with both Real-Time Bidding (RTB) and Facebook Exchange (FBX). Using these channels, Xaxis placed ads on sites that had audiences matching the auto enthusiast traits and profile. Finally, knowing that users who visited the automaker’s site were the most relevant, Xaxis retargeted ads to them as well.
Ads were where auto enthusiasts were.
Committed to the success of the program, Xaxis considered retargeting with ads based on past search behavior. When an auto enthusiast was intentionally searching out auto details, they would enter a car or model into a search engine. The team was able to conquest users who searched for competitive auto brands and target ads to them to encourage brand consideration. The cost-effective strategy even resulted in another Xaxis campaign partnership with the automaker.
Increased site traffic.
The multitude of strategies – from search conquesting to retargeting – resulted in a spike of traffic to the automaker’s site. In addition, the users comprised more of the target audience and actively engaged with the site.
Increased clickthrough rate.
The campaign was a success across all of the client’s key metrics, including clickthrough rate (CTR), which resulted in performance 300% higher than the client’s other digital campaigns.