SEO

How a testing model is driving SEAT and CUPRA’s search marketing performance

Published

9 månader ago

juni 22, 2022

How a testing model is driving SEAT and CUPRA’s search marketing performance

“Will we ever be able to put search marketing strategy in the driver’s seat?” This is almost every search marketer’s dilemma as the community continues to remain at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker part of the Volkswagen group have innovated a testing model that is driving growth for its brands, SEAT and CUPRA in the European market. While SEAT is the young, cool and urban brand that offers cars with striking designs and several mobility solutions – CUPRA is an unconventional brand, which is defined by its progressive design and the performance of its electrified models.

1655920910 38 How a testing model is driving SEAT and CUPRAs search

We spoke with Corinne Calcabrina, Global Media Manager at SEAT S.A, Sophie Santallusia, Global Paid Search and Programmatic Director, and Alejandro Sebastian, Global Search Team Lead at PHD Media Spain to discuss the ‘Performance innovation program’ (SEAT S.A’s testing model) and its value add to the businesses.

A fast-paced industry

Digital is a fast-moving sector and search is always reinventing itself with new formats and everchanging ways to create and manage accounts. The teams at SEAT and CUPRA had several pain points:

1. Staying on-top of all innovations and changes in the industry

“We needed to become first movers who actively capitalize on opportunities that appear. To ensure this our teams needed to take advantage of search space dynamics, apply best practices, and gain a technological and intelligence edge over the competition.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A.

2. Improving visibility of the team’s hard work

“While we were putting all these efforts, we wanted to improve our team’s visibility. While we are busy becoming the best performing channel, always reinventing, working towards results and efficiencies, we often miss the glitter of other channels. Adding an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A.

3. Maintaining performance and improving efficiency

“As the best performing channel on a last-click attribution model, we were also facing multiple challenges. The pandemic lockdowns and microchip shortages made search performance improvements a constant, ongoing must-have. This meant decreasing the cost per click (CPC) and improving the cost per acquisition (CPA) were always core reasons to develop such a testing model.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A

Putting testing in the driver seat: The SEAT and CUPRA Performance innovation program

The SEAT S.A testing model, ‘Performance innovation program’ was designed to align with the inherent love for innovation that runs at the core of SEAT and CUPRA brands. The testing model was built centrally to maintain brand focus on the strength of paid search – improving cost efficiencies and accelerating performance.

Corinne and her team at SEAT S.A and their agency, PHD Media reviewed brand strategies for SEAT and CUPRA respectively, their performance, and local needs. They created a framework that provides structure, helps the brands expand their market share, and deliver central visibility on the testing results. They created specific testing roadmaps, based on quarterly goals that align with local markets based on their needs and strategies.

“We then applied our tests, sharing the hypothesis (highlighting results from other markets) of what we hope to achieve and then applying the test into the main strategy.

“We had a clear timeline and roadmap. We always test and learn. This allows us to have a specific position with partners, allowing us to always be part of the alphas and betas, testing new formats, always trying to improve results at the same time”, Corinne shared.

To facilitate consistency the SEAT S.A team organized tests throughout the year pacing one test at a time for an ad group or campaign to maintain efficiency and gain clear observations. The roadmap was created on these factors:

Priorities for markets based on the impact and workload
Changes that Google makes to ad formats or different features that it sunsets or iterates

The search marketing grand prix: data, automation, and visual optimization

SEAT S.A and PHD Media started differentiating strategies by keyword type and defined them for each ad group. Nyckelord were segmented based on brand and non-brand search, their role, and their respective KPIs. This data was then used during the auction bidding. Artificial intelligence (AI) was used to segment audiences and target ads that were top of the funnel. Comparative insights from these tests were later fed into the business to inform the direction of strategy.

To improve the click through rate (CTR) and lower CPCs, the SEAT S.A team focused on adding visuals to ads, improving ad-copies, and testing new extensions. They also decreased CPAs by using bid strategies and the system’s AI to get the best of their budgets.

To master their visual impact on audiences SEAT S.A used image extensions for each ad across all their campaigns. Google displayed these images based on multiple factors like clicks, content, and keyword triggers to optimize the best performing ones.

From a data point of view, in Search SEAT S.A used Google Search Ads (SA360) to manage and monitor their Google Ads and Bing Ads respectively. The data sets tracked all the core essentials of paid search:

Keyword conversion performance
Ad copies
Audience data through all the custom bidding options available in SA360

Outcomes

The ‘Performance innovation program’ model has helped SEAT and CUPRA achieve one of their best tests which catalyzed their search performance in terms of the cost per visit (CPV), one of their main KPIs that signaled top of the funnel conversions. The cost per visit (CPV) improved by 30% and cost per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are now equipped with new ways to deduce and analyze conversions on a market-to-market basis.

Sharing intelligence across diverse markets

After completing the testing phase, the SEAT S.A team and their global partner PHD Media reported on results and observations. Sharing their learnings and insights with other markets has empowered other teams to benefit from the knowledge and expertise derived from the successful test prototypes. Focusing on components that drive results has allowed the teams spread across to be challenged and has facilitated constant learning while embracing changes and new features. The SEAT and CUPRA teams are now strongly positioned to outperform the competition.

Gearing up for a cookie less future

Going cookie less will bring challenging times and impact the search channel. SEAT and CUPRA plan to counter this with the use of Google Analytics 4 (GA4) to maintain performance and target the right audience. Opening up to new visual formats like Discovery campaigns and MMA/MSAN from Bing will also take an important place within search in the future, as the core of search might evolve with more automation, less granularity and control.

Greater focus on measurement and a privacy-first future

The team is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition due to privacy guidelines. They are also focused on identifying and designing a risk contingency plan for the paid search elements that they won’t be able to test in the near future.

“We are testing all the new solutions and features that Google is bringing to the market in terms of privacy and cookie less capabilities. Particularly, our testing is focused on deploying the full suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Additionally, we are also testing new audience segments that GA4 allows within a privacy first ecosystem on our paid search campaigns. We are seeing some positive and promising results.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A

SEAT S.A and PHD Media are actively focused on Google solutions for mapping markets and audiences that are privacy compliant and applicable for targeting segments.

They are also working towards gathering and connecting first party data like CRM audiences and customer match solutions.

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SEO

LinkedIn Rolls Out 4 Updates For Business Pages

Published

2 timmar ago

mars 26, 2023

EntirewebNewsBot

LinkedIn Rolls Out 4 Updates For Business Pages

LinkedIn is rolling out an array of new features for business pages.

These updates can help you showcase your business’s brand identity, values, and offerings while utilizing advanced publishing and community-building tools.

Learn how these innovative features can enhance your LinkedIn marketing efforts.

1. Update To Scheduled Posts

One of the new features lets you plan your business page posts up to three months ahead for steady interaction with followers.

Screenshot from: LinkedIn, March 2023.

Available now on desktop, this feature will come to mobile soon.

2. Audio Events

LinkedIn is introducing live, audio-only discussions, eliminating reliance on external broadcasting applications.

Screenshot from: LinkedIn, March 2023.

This versatile, casual approach fosters audience connections and can position your organization as an industry authority.

Listeners can engage in the discussion through emojis and request to speak if they wish to contribute verbally.

3. Automatic Job Posting

For businesses with fewer than 1,000 employees, LinkedIn now offers an automatic job posting feature.

Screenshot from: LinkedIn, March 2023.

Once activated, the platform will automatically share one open role daily as a pre-scheduled post. The posts can be edited after they’re shared.

The feature excludes what LinkedIn categorizes as “basic jobs.”

4. Following Pages As A Page

LinkedIn Pages can now follow other Pages, making it easier to join chats related to your field with a feed dedicated to content from the businesses you’re following.

This feature aims to help businesses work together, share ideas, and create strong online communities of professionals.

Sammanfattningsvis

LinkedIn’s latest features for business pages offer new options to share content, connect with people, attract new talent, and keep up with industry chatter.

By leveraging these tools, you can improve your B2B marketing efforts and strengthen your online presence.

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SEO

Topp 3 sätt att bygga auktoritet genom att gå längre än bara länkbyggande

Published

9 timmar ago

mars 26, 2023

EntirewebNewsBot

Topp 3 sätt att bygga auktoritet genom att gå längre än bara länkbyggande

You want your online business to thrive. One of the best ways to do this is to establish website authority – and the key to successful authority building is to increase trust with your audience.

With the rise of AI tools, you must publicera high-quality content that stands out from your competition, who may be using tools like ChatGPT.

On March 15, I moderated a webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.

Hipps and Rivera demonstrated how content promotion, link building, and authentic subject matter expertise could help you rank higher on SERPs and elevate your online authority.

Här är en sammanfattning av webbinariet. För att komma åt hela presentationen, Fyll i formuläret.

1. Create Unique Content With First-Hand Experience – Avoid AI, The “Fancy Parrot”

In the world of content creation, where good content creators are showing their expertise, there are certain key things AI can’t do.

AI can’t have first-person experience. They can’t think for themselves the same way humans can.
If the AI follows a generative model, and it can’t yet distinguish the truth. If you fact-check some of the information, you’ll find it doesn’t exist.

De counter to AI content is unique content that shows this truth, expertise, and first-hand experience.

[Learn how this helps build your authority] Instantly access the webinar →

2. Highlight Quality Authorship

High-quality content encompasses everything from accuracy and mistake-free writing to clearly displaying expertise.

Ensure Your Content Is Error-Free

In many cases, low-quality content, or posts with false information and repetitive issues, can lead to being devalued on SERPs or accidentally containing duplicate content.

Image created by CopyPress, March 2023

Add More “E” To EAT – Experience

The Issue: To combat low-quality SERPs, Google seeks first-hand experience.

The Solution: Invite a subject matter expert to review the content, check for factual inaccuracies, and add that extra layer of expertise to the content.

Bridge The Write ≠ Expertise Gap

The Issue: It’s important to recognize that the ability to write is not synonymous with expertise; just because someone can write doesn’t mean they are accurate or a subject matter expert.

The Solution: Try pairing a subject matter expert with a strong writer who can interview and interject quotes helps build better content.

Ask Questions

The Issue: Sometimes, you may not have the in-house subject matter experts you need for a piece of content.

The Solution: Conduct outreach to gather expertise to boost your content quality. First, consider what your audience wants to know. Then, generate three to ten questions to ask a professional.

[Learn a tactic that works] Instantly access the webinar →

Tap Social Media

The Issue: Where do you find the professionals you need to interview for your next piece of high-expertise content?

The Solution: With so many experts creating on social media, it’s a great platform to leverage. Here are essential outreach steps you can do:

Observe.
Participate.
Engage.
Network.

Doing this can also be considered link-building in another sense. Because link building is marketing, and marketing is about building relationships.

Find Allies Who Are Also Targeting Your Audience

Combining outreach efforts with the Nexus approach helps you create relationships and connections beyond just the link.

[Learn what the Nexus approach is] Instantly access the webinar →

3. Use Other Authority Builders, In Addition To Links

One way to increase brand queries is through influencers, knowledge panel (which becomes part of a brand’s search results), and mentions.

To increase mentions:

Use HARO & Terkel.
Publish unique industry data.
Do something distinctive that stands out.
Connect with publishers with significant traffic, not for links but for visibility & mentions.
Leverage influencers and industry experts.

[BONUS: Get a step-by-step branded keyword strategy] Instantly access the webinar →

At the end of the day, when you publish unique, relevant, and authoritative content, it gets referenced and cited by others.

[Slides] Discover The Top 3 Ways To Build Authority By Going Beyond Just Link Building

Här är presentationen:

Gå med oss på vårt nästa webinar!

Google Shopping: 5 sätt AI kan öka försäljningen och vinsten på e-handel

Gå med Malin Blomberg, VD för Bidbrain och Google Shopping-expert, när hon delar med sig av de bästa hackarna för digitala marknadsförare och e-handelsföretagare för att maximera konverteringsvärdet.

Bildkrediter:

Utvald bild: Paulo Bobita/Search Engine Journal

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SEO

Microsoft introducerar kategoribaserad inriktning för sökannonser

Published

16 timmar ago

mars 26, 2023

EntirewebNewsBot

Microsoft introducerar kategoribaserad inriktning för sökannonser

Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.

This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.

Moving Beyond Keyword Targeting

Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.

By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.

Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.

As a result, strategies limited to keyword targeting don’t adequately address their needs.

Unlocking The Power Of Category-Based Targeting

Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.

This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.

By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.

Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.

Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.

This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.

For retailers, this efficiency translates into increased demand.

Proven Results: Higher CTR & RPM

Tests have shown that this unique solution delivers impressive results.

Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.

Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).

The Future Of Search Advertising?

Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.

By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.

As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.

Featured Image: sockagphoto/Shutterstock

Källa: Microsoft

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