How we did it
We reviewed 7000+ ad groups to identify and monitor which drove the highest-quality leads. We optimised the campaigns to ensure each car make/model had adequate visibility, and prevent top-performing vehicles cannibalising the account.
Bespoke technology creation: We built a bespoke incrementality testing and ranking tool, (Parity®) that monitors brand paid search competition and organic search visibility for search queries. Parity® highlights where there are no competitor ads and since Motorpoint rank in position 1 organically, we could pause paid search activity. We then reinvested the spend into more fruitful areas to drive lead improvements rather than brand search related leads that would likely have clicked organic listings anyway.
Smarter budget distribution: We invested surplus spend into priority areas (or other channels). If and when a competitor bids on a keyword where we have paused ads, Parity® flags this automatically and re-instates the ads – protecting us from losing brand clicks.
Increasing visibility across a large catalogue: With a catalogue of 5,000+ vehicles, we introduced Search Ads 360 to build inventory-based campaigns, creating efficient templates using feed attributes to ensure key queries were included. By adding lowest monthly cost, available stock per model and popular attributes from the feed, this allowed us to stand out against competitors and provide personalised ad copy related to the user’s search term to increase quality score/relevance and boost click-through-rate.
Motorpoint CRM first-party data was leveraged to suppress audiences that had recently purchased a vehicle, failed a finance check or responded negatively to the brand to remove users with a low chance of converting.