CarTrade’s full-funnel programmatic push pays off
As the online marketplace of certified used cars in India, CarTrade helps its users buy and sell new and used vehicles. One of the company’s challenges operating in the local market is that fraudulent leads generation is commonplace. CarTrade wanted to overcome this challenge and approached Sociomantic with two objectives: drive qualified leads in a market rife with fraudulent leads generation, and reactivate visitors who left the website after visiting its new cars category.
Challenge
CarTrade wanted to increase ROI for its performance marketing channels, especially display advertising. To date, the portal’s digital marketing team had worked with display vendors for both remarketing and new customer acquisition, but failed to get satisfactory results.
CarTrade needed a partner that could understand and optimise programmatic display campaigns based on its leads attribution logic. Therefore, the CarTrade team chose to partner with Sociomantic in order to build a more eff ective and cost-effi cient display strategy that would increase on-site engagement from the right prospects and customers, and ultimately capture more leads from qualified automobile shoppers.
“At CarTrade, we cater to the needs of over four million unique visitors every month. We were looking for solutions that could help us win a larger market share,” said Vikram Alva, Head of Product and Digital Marketing for the company. Sociomantic launched two types of programmatic advertising campaigns: Personalised Retargeting and Smart Reach, hoping to dip into the two audience pools and increase ROI for CarTrade’s display campaigns.
Strategy
To achieve CarTrade’s objectives, Sociomantic and CarTrade launched two types of programmatic advertising campaigns— Personalised Retargeting and Smart Reach campaigns—to reach the two audience groups.
Customised Setup for the Right Attribution Model: CarTrade’s website enables users to submit an unlimited number of leads. However, this proved to be a challenge for attribution, as the number of leads recorded from display campaigns was much higher than that shown by CarTrade’s attribution model.To adjust to the auto marketplace’s attribution model, the Personalised Retargeting campaign setup was customised to record only a specific number of leads per user. The aligned attribution models—a custom implementation for the client by Sociomantic—made it easier for CarTrade to achieve their performance goals.
Programmatic Buying (RTB & Sociomantic Direct): Sociomantic’s proprietary real-time bidder analysed real-time user profi les in combination with streams of shop, performance, and yield data to calculate the perfect price for each display ad impression while optimising campaigns to CarTrade’s cost-per-lead goals.
Programmatic Creative (DCO): For each impression won, Sociomantic’s dynamic creative optimisation (DCO) engine displayed personalised product recommendations, helping CarTrade to increase revenues by showing users relevant automobiles based on previous searches, including related auto recommendations that drive clicks and conversions.
Native Advertising: Sociomantic’s native advertising engine delivers dynamic content to ad units that are tailored to mirror the look and feel of the website where they appear—making the ads cohesive to the website page content and less disruptive to the user who sees them. Sociomantic partnered with CarTrade to run native ads for their Personalised
Retargeting campaign, thereby signifi cantly expanding the overall reach and visibility of the brand while maintaining the ability to deliver personalised ads.
Mobile Reach with HTML5: By leveraging Sociomantic’s HTML5 creative capabilities, CarTrade was able to reach users with dynamically personalised ads not only on desktop, but also across mobile devices and tablets, where it’s often impossible to display Flash-based ads.
Results
Sociomantic’s campaigns drove a 20-30% increase in CarTrade’s conversion rate (with similar results seen on mobile web), a 120% increase in CTR in desktop campaigns compared to the first month of the campaign launch, and a five times jump in leads generated via Sociomantic mobile campaigns.
“Sociomantic’s technology gave us significant leverage when it came to optimising our campaign targets. We are impressed with the capabilities that Sociomantic offers and the flexibility with which we can adapt its solutions to the specific needs of our business model. Sociomantic’s data-driven approach to programmatic reach campaigns has also helped us to grow our customer base and revenues in just three months,” says Mr Alva.
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