Dynamic Creatives Drive a 38% Increase in Conversions for this Car Dealership
In an effort to combat supply chain delays while providing quality vehicles for consumers, Click Here Digital strategized with their client, Team Toyota, to focus on driving online form submissions of users interested in their used car inventory. They turned to programmatic ads as their programmatic partner, leveraging their dynamic creative capabilities to increase product page views and drive more form submissions on the dealership’s site. Ultimately, their campaigns drove conversion volume up by a whopping 38%, CTR by 25% and decrease CPC by 65%.
The Challenge
To meet the demand of car inventory in the Baton Rouge, LA community, Team Toyota needed to find a way to connect online users with available used cars at their local dealership.
The Strategy
To raise awareness for their used car inventory while directing users to complete a form submission on site, Click Here Digital needed a cost-efficient way to showcase multiple car models within one creative, and close the gap between the research and purchase cycle of a car purchase. With programmatic, they implemented a prospecting strategy with multiple types of segments, and a retargeting strategy to redirect users who landed on the dealership site back to the respective product page to complete a form submission conversion.
What Was Achieved
Prospecting :
Click Here Digital used a mix of interest targeting, reaching users who have browsed online about car maintenance, auto parts, or used cars, as well as 3rd-party segments to reach users in-market for a used car.
High-Intent Retargeting:
Click Here Digital retargeted users who visited the Team Toyota site, and a CRM list of users who had submitted a lead on site in the past 90 days. Contacts were retargeted regardless if they had previously bought a car from the dealership.
Display:
In order to showcase their car inventory while driving low-funnel actions on site, Click Here chose display as their main channel for this campaign. Through display, they ran dynamic feed and dynamic retargeting creatives which showcased multiple products at a time, listing price, year, and image, in order to garner the most interest from users.
Results:
When comparing their performance and agency benchmarks, Click Here Digital was able to significantly lower their costs by decreasing their CPM by 62% and CPC by 65%. They were also able to increase their CTR by 25% and overall volume of conversions, successfully promoting Team Toyota’s used car inventory to relevant users, while driving onsite conversions.
+38%
CONVERSION VOLUME
+25%
CLICK-THRU RATIO
-65%
COST PER CLICK