“Will we ever be in a position to put lookup advertising tactic in the driver’s seat?” This is nearly just about every research marketer’s predicament as the group proceeds to continue to be at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-primarily based multinational automaker aspect of the Volkswagen team have innovated a tests design that is driving growth for its models, SEAT and CUPRA in the European market. Although SEAT is the youthful, amazing and urban manufacturer that gives cars and trucks with hanging patterns and a number of mobility answers – CUPRA is an unconventional manufacturer, which is outlined by its progressive style and design and the efficiency of its electrified styles.

We spoke with Corinne Calcabrina, International Media Manager at SEAT S.A, Sophie Santallusia, International Compensated Look for and Programmatic Director, and Alejandro Sebastian, Global Lookup Team Lead at PHD Media Spain to go over the ‘Performance innovation program’ (SEAT S.A’s tests product) and its value include to the businesses.

A quickly-paced business

Electronic is a speedy-transferring sector and look for is generally reinventing by itself with new formats and everchanging approaches to create and deal with accounts. The groups at SEAT and CUPRA experienced various soreness points:

1. Being on-top of all innovations and changes in the business

“We essential to become first movers who actively capitalize on prospects that look. To assure this our groups wanted to take benefit of research place dynamics, apply most effective techniques, and obtain a technological and intelligence edge over the level of competition.”

– Corinne Calcabrina, World wide Media Manager at SEAT S.A.

2. Improving upon visibility of the team’s tough operate

“While we have been placing all these endeavours, we needed to improve our team’s visibility. Whilst we are busy getting to be the best undertaking channel, generally reinventing, operating towards results and efficiencies, we typically skip the glitter of other channels. Introducing an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Worldwide Media Supervisor, SEAT S.A.

3. Preserving overall performance and bettering effectiveness

“As the most effective performing channel on a previous-click attribution design, we were being also struggling with various problems. The pandemic lockdowns and microchip shortages created lookup efficiency improvements a continual, ongoing have to-have. This intended lowering the price for every click on (CPC) and enhancing the price per acquisition (CPA) were generally main causes to produce this sort of a tests design.”

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

Putting tests in the driver seat: The SEAT and CUPRA Performance innovation system

The SEAT S.A testing product, ‘Performance innovation program’ was developed to align with the inherent really like for innovation that operates at the main of SEAT and CUPRA brand names. The testing product was built centrally to retain brand name emphasis on the toughness of compensated search – bettering price tag efficiencies and accelerating efficiency.

Corinne and her workforce at SEAT S.A and their company, PHD Media reviewed manufacturer tactics for SEAT and CUPRA respectively, their efficiency, and nearby requires. They designed a framework that gives structure, allows the brands broaden their market place share, and provide central visibility on the screening results. They created precise testing roadmaps, based mostly on quarterly plans that align with local marketplaces primarily based on their demands and approaches.

“We then used our assessments, sharing the speculation (highlighting final results from other marketplaces) of what we hope to realize and then applying the check into the main approach.

“We experienced a crystal clear timeline and roadmap. We always take a look at and discover. This permits us to have a certain placement with companions, letting us to usually be portion of the alphas and betas, screening new formats, generally making an attempt to boost results at the exact time”, Corinne shared.

To facilitate consistency the SEAT S.A crew arranged assessments all over the year pacing one examination at a time for an ad team or campaign to sustain efficiency and get very clear observations. The roadmap was created on these components:

  • Priorities for marketplaces primarily based on the affect and workload
  • Adjustments that Google would make to ad formats or unique features that it sunsets or iterates

The look for advertising grand prix: details, automation, and visible optimization

SEAT S.A and PHD Media begun differentiating approaches by key word kind and described them for every single ad group. Keyword phrases had been segmented based on manufacturer and non-manufacturer research, their function, and their respective KPIs. This knowledge was then utilized in the course of the auction bidding. Artificial intelligence (AI) was utilized to section audiences and target adverts that had been top rated of the funnel. Comparative insights from these checks had been later fed into the small business to notify the path of strategy.

To make improvements to the click via rate (CTR) and decreased CPCs, the SEAT S.A group centered on introducing visuals to adverts, strengthening ad-copies, and tests new extensions. They also lowered CPAs by making use of bid methods and the system’s AI to get the finest of their budgets.

To grasp their visible effect on audiences SEAT S.A utilised image extensions for every single ad throughout all their strategies. Google exhibited these photos centered on many aspects like clicks, material, and key word triggers to enhance the finest doing types.

From a data level of watch, in Research SEAT S.A made use of Google Lookup Ads (SA360) to manage and observe their Google Ads and Bing Adverts respectively. The information sets tracked all the main necessities of compensated lookup:

  • Keyword conversion performance
  • Advertisement copies
  • Audience facts as a result of all the customized bidding possibilities obtainable in SA360


The ‘Performance innovation program’ product has aided SEAT and CUPRA realize just one of their finest checks which catalyzed their search overall performance in terms of the cost for every go to (CPV), just one of their most important KPIs that signaled prime of the funnel conversions. The price tag for each take a look at (CPV) enhanced by 30% and cost for each acquisition (CPA) enhanced by 37%.

SEAT S.A (SEAT and CUPRA) are now equipped with new methods to deduce and review conversions on a industry-to-market foundation.

Sharing intelligence throughout numerous markets

Just after finishing the tests stage, the SEAT S.A crew and their international spouse PHD Media reported on final results and observations. Sharing their learnings and insights with other markets has empowered other groups to advantage from the know-how and expertise derived from the effective test prototypes. Concentrating on factors that drive benefits has allowed the groups unfold throughout to be challenged and has facilitated regular learning even though embracing modifications and new characteristics. The SEAT and CUPRA teams are now strongly positioned to outperform the level of competition.

Gearing up for a cookie much less upcoming

Likely cookie much less will carry tough periods and effects the search channel. SEAT and CUPRA program to counter this with the use of Google Analytics 4 (GA4) to sustain functionality and target the appropriate audience. Opening up to new visible formats like Discovery campaigns and MMA/MSAN from Bing will also acquire an essential area inside look for in the long run, as the core of search could evolve with extra automation, significantly less granularity and regulate.

Increased aim on measurement and a privateness-initial foreseeable future

The crew is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition because of to privacy pointers. They are also targeted on figuring out and designing a chance contingency system for the compensated lookup things that they will not be capable to take a look at in the in close proximity to long run.

“We are testing all the new remedies and attributes that Google is bringing to the current market in phrases of privateness and cookie much less capabilities. Specifically, our testing is focused on deploying the whole suite of Google Analytics 4 (GA4), web-site-extensive tagging, consent method, and improved conversions.

Also, we are also tests new viewers segments that GA4 makes it possible for in just a privacy 1st ecosystem on our compensated lookup campaigns. We are looking at some positive and promising success.”

– Corinne Calcabrina, International Media Supervisor at SEAT S.A

SEAT S.A and PHD Media are actively centered on Google options for mapping marketplaces and audiences that are privacy compliant and relevant for targeting segments.

They are also functioning towards gathering and connecting 1st social gathering details like CRM audiences and purchaser match alternatives.

Subscribe to the Search Engine View newsletter for insights on Website positioning, the search landscape, look for marketing, digital marketing and advertising, management, podcasts, and additional.

Sign up for the dialogue with us on LinkedIn and Twitter.


Supply connection