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How a testing mannequin is driving SEAT and CUPRA’s search advertising and marketing efficiency

“Will we ever have the ability to put search advertising and marketing technique within the driver’s seat?” That is virtually 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. Whereas SEAT is the younger, cool and concrete model that gives automobiles 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, International Media Supervisor at SEAT S.A, Sophie Santallusia, International Paid Search and Programmatic Director, and Alejandro Sebastian, International Search Crew Lead at PHD Media Spain to debate the ‘Efficiency innovation program’ (SEAT S.A’s testing mannequin) and its worth add to the companies.

A quick-paced trade

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 modifications within the trade

“We wanted to change into first movers who actively capitalize on alternatives that seem. To make sure this our groups wanted to make the most of search house dynamics, apply finest practices, and achieve a technological and intelligence edge over the competitors.”

– Corinne Calcabrina, International Media Supervisor at SEAT S.A.

2. Bettering visibility of the workforce’s arduous work

“Whereas we have been placing all these efforts, we needed to enhance our workforce’s visibility. Whereas we’re busy turning into the very best performing channel, all the time reinventing, working in the direction of outcomes and efficiencies, we regularly miss the glitter of different channels. Including an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, International Media Supervisor, SEAT S.A.

3. Sustaining efficiency and enhancing effectivity

“As the very best performing channel on a last-click attribution mannequin, we have been additionally going through a number of challenges. The pandemic lockdowns and microchip shortages made search efficiency enhancements a relentless, ongoing must-have. This meant lowering the fee per click on (CPC) and enhancing the fee per acquisition (CPA) have been all the time core causes to develop such a testing mannequin.”

– Corinne Calcabrina, International Media Supervisor, SEAT S.A

Placing testing within the driver seat: The SEAT and CUPRA Efficiency innovation program

The SEAT S.A testing mannequin, ‘Efficiency 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 keep up model give attention to the energy of paid search – enhancing value efficiencies and accelerating efficiency.

Corinne and her workforce 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 exams, sharing the speculation (highlighting outcomes from different markets) of what we hope to realize after which making use of the check into the primary technique.

“We had a transparent timeline and roadmap. We all the time check and be taught. This permits us to have a particular place with companions, permitting us to all the time be a part of the alphas and betas, testing new codecs, all the time making an attempt to enhance outcomes on the similar time”, Corinne shared.

To facilitate consistency the SEAT S.A workforce organized exams all year long pacing one check at a time for an advert group or marketing campaign to keep up effectivity and achieve clear observations. The roadmap was created on these elements:

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

The search advertising and marketing 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. Key phrases have been segmented primarily based on model and non-brand search, their position, and their respective KPIs. This knowledge was then used throughout the public sale bidding. Synthetic intelligence (AI) was used to section audiences and goal adverts that have been high of the funnel. Comparative insights from these exams have been later fed into the enterprise to tell the route of technique.

To enhance the clicking by fee (CTR) and decrease CPCs, the SEAT S.A workforce centered on including visuals to adverts, enhancing ad-copies, and testing new extensions. Additionally they decreased CPAs through the use of bid methods and the system’s AI to get the very 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 photographs primarily based on a number of elements like clicks, content material, and key phrase triggers to optimize the very best performing ones.

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

  • Key phrase conversion efficiency
  • Advert copies
  • Viewers knowledge by all of the customized bidding choices accessible in SA360


The ‘Efficiency innovation program’ mannequin has helped SEAT and CUPRA obtain considered one of their finest exams which catalyzed their search efficiency when it comes to the fee per go to (CPV), considered one of their important KPIs that signaled high of the funnel conversions. The associated fee per go to (CPV) improved by 30% and price per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) at the moment are 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 workforce and their international accomplice PHD Media reported on outcomes and observations. Sharing their learnings and insights with different markets has empowered different groups to profit from the data and experience derived from the profitable check prototypes. Specializing in elements that drive outcomes has allowed the groups unfold throughout to be challenged and has facilitated fixed studying whereas embracing modifications and new options. The SEAT and CUPRA groups at the moment are strongly positioned to outperform the competitors.

Gearing up for a cookie much less future

Going cookie much less will carry difficult instances and affect the search channel. SEAT and CUPRA plan to counter this with the usage of Google Analytics 4 (GA4) to keep up efficiency and goal the precise viewers. Opening as much as new visible codecs like Discovery campaigns and MMA/MSAN from Bing may even take an vital place inside search sooner or later, because the core of search would possibly evolve with extra automation, much less granularity and management.

Better give attention to measurement and a privacy-first future

The workforce is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition as a consequence of privateness tips. They’re additionally centered on figuring out and designing a threat contingency plan for the paid search components that they gained’t have the ability to check within the close to future.

“We’re testing all the brand new options and options that Google is bringing to the market when it comes to privateness and cookie much less capabilities. Significantly, our testing is concentrated on deploying the total suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

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

– Corinne Calcabrina, International Media Supervisor at SEAT S.A

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

They’re additionally working in the direction of gathering and connecting first occasion knowledge like CRM audiences and buyer match options.

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