Janelvi Dávila
Norte Digital LATAM is a leader in the automotive sector in the southern cone of Latin America, managing the main global brands. In 2018, it took on the challenge of being the digital marketing agency for one of the leaders of the automotive sector in the Chilean market. The company has more than 30 years of presence in the market and belongs to the group of three leading companies in the industry.
In recent years there has been a boom in the automotive market, both in the Chilean market and in the Latin American one. The automotive fleet, year after year, has had a sustained growth of over double digits. This has translated into a tighter competition between the main exponents to capture this newly empowered consumer. That created the challenge for advertisers to constantly be at the forefront of new technologies in order to always be one step ahead of the competition in this industry.
In early 2018 we started with a used car sales campaign. That was back when Google Vehicle Ads had not yet been introduced. As a starting point, a used car sales campaign was implemented and developed with ad groups for each brand such as Fiat, Mitsubishi, Citroen, Chery, and Ssangyong. Then there was another generic ad group for used vehicles. Bidding with keywords for each model, feature, and condition (used), the results obtained are summarized in a reasonable volume of conversions.
We had several challenges
In the first instance, the campaign was implemented in such a way that it was only advertised on a generic level by brands and models.
- The first challenge was based on positioning the entire inventory in an automated way with the characteristics and attributes of each available car. For example, if we’re looking at a Mitsubishi Katana then it exists in 4x4 or 4x2 models or other types of respective models.
- As a second challenge, we recognized a gap between the available inventory and the inventory to be advertised. That issue appeared because the ads were implemented manually. So as not to waste resources on those, not in the stock, it was important to use the budget efficiently and only advertise cars that were available in the inventory. With this, we managed to save both in investment in advertising media, and in commercial team resources.
- The last challenge was having a limited budget while needing to obtain the greatest possible return at the same time. This third challenge was to cover the largest possible inventory available. The goal was to get an optimal market share in relevant searches, both for the brand and for the category it was positioning.
The solution was divided and implemented with three steps:
- The first was the innovation and implementation of a data feed for an industry that is not used to this type of development.
A feed with the available inventory was developed and implemented and this was used as a guide to keeping the available inventory updated. - A second stage of the resolution was using the DataFeedWatch Automated Search Ads app for the development and implementation of automated ads in the Google Search engine and other networks.
- The third point focused on the importance and value of the product feed, giving it an automated update, with the intention of keeping the stock of available vehicles updated and creating search ads according to these parameters.
Results obtained
From the first month, incredible results and immediate improvements began to be seen. This remained constant in the short term where we could see an extraordinary success rate between DataFeedWatch, Norte Digital LATAM, and the automotive leader. Some of the results were:
- Click Increase: 66%
- CTR increase: 43%
- CPC decrease: 31%
- Conversion increase: 620%
- CPL decrease: 430%
- Conversion rate increase: 220%
- Values in CLP
→ 1 CLP = 0.0011 € - DFW implementation period, December 2018.
- Values taken from October 2018 to March 2019.
We also observed an increase in traffic maintaining the same budget over a period of 9 months.
Decrease Cost per Lead.
- Values in CLP
→ 1 CLP = 0.0011 €
- DFW implementation period, December 2018.
- Values taken from October 2018 to March 2019.
Increase monthly conversions
- DFW implementation period, December 2018.
- Values taken from October 2018 to March 2019.
- A value of 620% increase in conversions is taken for the total pre-deployment and post-deployment periods of DFW, not a one-month-to-month increment.
% of Conversions.
- DFW implementation period, December 2018.
- Values taken from October 2018 to March 2019.
About Norte Digital:
Norte Digital LATAM is one of the main performance agencies in the Latin American region, which has a presence in the main markets of the region, serving more than 40,000 accounts throughout the territory. Norte Digital LATAM has developed a high degree of expertise in managing digital platforms, with more than 250 certifications and 20 active specializations in digital media. In addition to a high degree of technological capital developed to inject into digital campaigns, managing to automate, optimize, and scale the campaigns of its clients.
Recommended Further Reads:
- Creating Attention-Grabbing Google Text Ads [11 Examples You Can't Miss]
- How to Advertise Promotions with Feed-Driven Text Ads
- How to Increase Ad Relevance Using Responsive Text Ads Tool by DataFeedWatch
