Audi Kuwait - Conversion based campaigns
February 2020, Case Study
Client: Audi Kuwait
Multi-Channel Marketing, Digital Marketing
OVERVIEW
The car’s the star
Audi Kuwait wanted to run a multi-channel marketing campaign in Kuwait to attract people to their dealers so they could increase the number of test drives, generate more leads, and pump up customer interest. Audi Kuwait collaborated with Stratify Digital, to meet their goal of attracting potential customers and encourage them for test drives.
We started with the innovative inventory displays. We started setting up A/B tests to assess the benefits of automated versus manual bidding. Our team analyzed the campaign performance at a granular level to ensure the optimizations are more accurate and deliver faster results based on our parameters
GOAL
Fueling driver consideration
- Generate more qualified leads for the same budget
- To increase the number of test drives
- Attracting potential customers and encourage them for test drives
- Pumping up customer interest
SOLUTION
Innovative inventory displays
- Analyzing the campaign performance at a granular level to ensure the optimizations are more accurate and deliver faster results based on our parameters
- Setting up A/B tests to assess the benefits of automated versus manual bidding
- Measuring the pre-defined cost per qualified visit against automated bidding results
- Boosting conversion rates
Boosting conversion rates
We saw the cost per qualified visit decrease by 35%, as well as a 15% decrease in cost per click (CPC). However, the team saw a 67% increase in the conversion rate because automated bidding was able to boost performance and find higher-quality leads. Despite the higher cost per thousand, the overall return on investment rose significantly. In other words, higher costs will lead to better outcomes.
THE RESULTS
Engine of success
The results of the May 2018-June 2018 campaign revealed:
- 14% decrease in cost per click
- 67% increase in conversion rate
- 33% decrease in cost per quality visit
METHODS USED
Photo Ads/Video Ads
Photo Ads and Video Ads were used to tell the story through a clean, simple and beautiful creative canvas. Video ads gave a visually immersive quality through added power of sight, sound, and motion. Furthermore, the addition of carousel ads gave another layer of depth to campaigns. Therefore users could swipe to view added photos or videos in a single ad.
A/B Testing
We used the A/B test to compare two versions of the same campaign and exposing to equal halves of the audience. This A/B testing included the color variation on call to action and landing page. The landing pages were optimized for clicks and conversions. Furthermore, the idea was that users would be more drawn to exploring for items in which they were particularly interested.
Core Audience
The targeting features are becoming simple and even more powerful. Above all, the Core Audiences targeting options were built to allow advertisers around the world to reach specific audiences based on four main targeting types: location, demographics, interests, and behaviors. In other words, this targeting is a more effective way to reach the right people on Facebook.
Custom Audience
The Custom Audience targeting option was used to target an audience from an uploaded user list. Furthermore, the list can be composed of people from a customer file or customers tracked by the Facebook pixel who have visited or took actions on a website, app, or Facebook page.
Look-Alike Audience
We used Look-alike Audience as a targeting option to reach new people who are likely to be interested in the business because they're similar to the best existing customers. In addition, the look-alike audience targeting was done from both social media platforms as well as Google ads.
Custom Targeting
The use of Custom Audiences offers some of the best targeting possible. They are highly distinguished groups of people who already have a relationship with the business, such as past consumers, or users who have visited the website, or users who are interested in your products.
Multi-Channel Marketing
Multi-channel marketing is the method of interacting with customers across social media channels. Google Ads, and other marketing channels. Furthermore, it is a great way to connect with a new audience as well as the old audience. Moreover, the campaigns were run across all the selected platforms to connect with the maximum number of audience across Kuwait.
