Goal

A Hyundai dealership looked for a way to better use its first-party data as a part of an overall marketing strategy to scale their efficiency, and provide a significant lift in conversions (calls for test-drives).

Ad Strategy

Like many dealerships over the last years, the client and his team were faced with ever-changed consumers preferences and behavior, and a reduction in revenues — car sales were lacking. They wanted to attract customers by offering a test-drive to increase sales among them later. However, they didn’t have any efficient way to interact with their potential consumers outside of the occasional banner advertising. So, the client looked for a more comprehensive method of interaction based on data that would deliver a personalized message to users and drive quality leads.

Taking a data-driven approach, we activated first party data and data from NT DMP to create custom segments. So we were able to deliver personalized ad messages to high-intent users and increase engagement across the entire customer journey to boost quality leads as well as increase customer retention in the long term with display ads, lead generation form on Facebook and retargeting.

RESULTS

Using a data-driven approach, we leveraged custom segments and behavioral targeting to identify and bring higher-intent users to the client site and boost conversions. By both manual and Bid Factors optimization of the ad campaign, we achieved greater efficiency and saw a significant increase in high-value actions from the target audience — audience involvement on the client’s website confirmed by good quality of traffic.