Challenge

Louzao is a car dealership that has been operating in the north west of Spain since 1962. They sale Mercedes-Benz, Smart and Toyota. Since 1993, Louzao has expanded with the opening of a center for Industrial Vehicles in Betanzos, the acquisition of Louzao Vigo and Pontevedra, and the opening of facilities in Ferrol and Santiago.

Despite being a company that carries out its activity in a traditional sector, Louzao is currently under a process of fast digitization of the information search processes of its clients. They had the challenge of increasing the effectiveness of its lead acquisition actions to ensure the flow of clients to their points of sale. From an omnichannel perspective, the campaign goal was to increase the number of leads and reduce acquisition costs. The quality of the lead is a key point in this strategy  which was evaluated in a subsequent conversion rate analysis at the physical point of sale.

Solution

Redefinition of the Paid Media strategy to achieve their goals.

• The first step was to restructure the account under a hypersegmentation strategy to improve conversion value. Efforts were dedicated to the implementation of format validation tests and the creation of ad-hoc audience models for each type of vehicle.

• This new structure included a reestructuration of the campaigns by type of vehicle, brand and model of car, so that daily optimization tasks were easier and simpler.

• In addition to this new structure, new ad formats were incorporated into Search campaigns, such as adaptive search ads, which allowed to considerably improve the results.

Results