Auto5 : Customized DPA and remarketing, a mix that works2019-02-27T14:44:12+00:00

Auto5: Customized DPA and remarketing, a mix that works

In order to position itself as the summer partner for all Belgian drivers, Auto5 teamed up with blue2purple to promote a series of “summer” products.

In addition to the required brand positioning, the underlying goal was to leverage the awareness phase. To do this, it was necessary to boost purchases of the products in question.

So we opted for a dynamic remarketing strategy supported by Facebook’s “Dynamic Product Ads”.

This technology allowed us to offer customized remarketing to potential consumers based on the array of products on offer at Auto5.

Goals

Create notoriety for Auto5 by positioning the brand as an essential vacation partner.

Increase the number of orders for vacation-related products such as:

  • Roof boxes
  • Coolers
  • Motorway toll passes
  • Electric bikes

Maximize the return on advertising spend (ROAS)

A 3-steps strategy

Getting your car ready to go on vacation? Auto5 is here to help!

To make sure this message would be remembered by as many people as possible, the first Awareness step was set up. The strategy relied on rather broad targeting and the slogan was relayed via Google’s Display network and on Facebook.

To get a maximum number of orders, qualitative traffic had to be generated on the Auto5 website. In this step, a presentation of the product ranges was promoted. This then let us re-target the website visitors in a specific, customized manner.

We therefore opted to use Facebook’s carousel. This format has the advantage of displaying all of the “summer” products at a glance but also of deep-linking consumers to specific web pages.

Combining remarketing with an audience of similar buyers from the 30 previous days resulted in an excellent CTR of more than 2.5% (benchmark around 0.8% CTR) and an average cost per visit of less than €0.25.

With regard to bannering, a “Custom Affinity” audience in line with each product drew a considerable amount of traffic to the site and generated a ROAS of 5.04.

Cleaning up the “Product Feed” for maximum results

After having exponentially increased traffic to the product pages, the conversion step was added to the previous steps in a dynamic manner.

This was done using Facebook’s dynamic remarketing tool, “Product Catalog Sales” (more commonly known as “Dynamic Product Ads”). To successfully carry out this campaign, the various types of products were sorted first. Only the products that were relevant to the campaign were used in remarketing.

To remain consistent with the required message and persuade the consumers in the lower part of the conversion funnel, we produced a customized message based on the specific behavior of the potential consumers.

A prospective “Catalog Sales” campaign let us capitalize on Facebook’s automatic optimization feature. Combined with dynamic remarketing, this let Facebook identify potential buyers based on internal data collected by the platform.

The result was conclusive: a ROAS of 10.5 in the conversion step and 16.4 for remarketing.

 Auto5 : Customized DPA and remarketing, a mix that works

In order to position itself as the summer partner for all Belgian drivers, Auto5 teamed up with blue2purple to promote a series of “summer” products.