How a testing mannequin is driving SEAT and CUPRA’s search advertising efficiency
9 mins read

How a testing mannequin is driving SEAT and CUPRA’s search advertising efficiency

“Will we ever have the ability to put search advertising technique within the driver’s seat?” That is nearly each search marketer’s dilemma because the neighborhood continues to stay on the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker a part of the Volkswagen group have innovated a testing mannequin that’s driving development for its manufacturers, SEAT and CUPRA within the European market. Whereas SEAT is the younger, cool and concrete model that provides vehicles with placing designs and several other mobility options – CUPRA is an unconventional model, which is outlined by its progressive design and the efficiency of its electrified fashions.

We spoke with Corinne Calcabrina, International Media Supervisor at SEAT S.A, Sophie Santallusia, International Paid Search and Programmatic Director, and Alejandro Sebastian, International Search Crew Lead at PHD Media Spain to debate the ‘Efficiency innovation program’ (SEAT S.A’s testing mannequin) and its worth add to the companies.

A quick-paced business

Digital is a fast-moving sector and search is at all times reinventing itself with new codecs and everchanging methods to create and handle accounts. The groups at SEAT and CUPRA had a number of ache factors:

1. Staying on-top of all improvements and modifications within the business

“We wanted to change into first movers who actively capitalize on alternatives that seem. To make sure this our groups wanted to reap the benefits of search area dynamics, apply greatest practices, and achieve a technological and intelligence edge over the competitors.”

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

2. Bettering visibility of the group’s exhausting work

“Whereas we have been placing all these efforts, we wished to enhance our group’s visibility. Whereas we’re busy turning into one of the best performing channel, at all times reinventing, working in the direction of outcomes and efficiencies, we regularly miss the glitter of different channels. Including an official scope and framework means we get to report and showcase our achievements.”

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

3. Sustaining efficiency and bettering effectivity

“As one of the best performing channel on a last-click attribution mannequin, we have been additionally dealing with a number of challenges. The pandemic lockdowns and microchip shortages made search efficiency enhancements a relentless, ongoing must-have. This meant lowering the price per click on (CPC) and bettering the price per acquisition (CPA) have been at all times core causes to develop such a testing mannequin.”

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

Placing testing within the driver seat: The SEAT and CUPRA Efficiency innovation program

The SEAT S.A testing mannequin, ‘Efficiency innovation program’ was designed to align with the inherent love for innovation that runs on the core of SEAT and CUPRA manufacturers. The testing mannequin was constructed centrally to take care of model deal with the energy of paid search – bettering value efficiencies and accelerating efficiency.

Corinne and her group at SEAT S.A and their company, PHD Media reviewed model methods for SEAT and CUPRA respectively, their efficiency, and native wants. They created a framework that gives construction, helps the manufacturers increase their market share, and ship central visibility on the testing outcomes. They created particular testing roadmaps, based mostly on quarterly objectives that align with native markets based mostly on their wants and techniques.

“We then utilized our assessments, sharing the speculation (highlighting outcomes from different markets) of what we hope to attain after which making use of the check into the principle technique.

“We had a transparent timeline and roadmap. We at all times check and study. This enables us to have a selected place with companions, permitting us to at all times be a part of the alphas and betas, testing new codecs, at all times attempting to enhance outcomes on the similar time”, Corinne shared.

To facilitate consistency the SEAT S.A group organized assessments all year long pacing one check at a time for an advert group or marketing campaign to take care of effectivity and achieve clear observations. The roadmap was created on these elements:

  • Priorities for markets based mostly on the affect and workload
  • Modifications that Google makes to advert codecs or totally different options that it sunsets or iterates

The search advertising grand prix: knowledge, automation, and visible optimization

SEAT S.A and PHD Media began differentiating methods by key phrase kind and outlined them for every advert group. Key phrases have been segmented based mostly on model and non-brand search, their position, and their respective KPIs. This knowledge was then used throughout the public sale bidding. Synthetic intelligence (AI) was used to section audiences and goal advertisements that have been high of the funnel. Comparative insights from these assessments have been later fed into the enterprise to tell the route of technique.

To enhance the press by fee (CTR) and decrease CPCs, the SEAT S.A group targeted on including visuals to advertisements, bettering ad-copies, and testing new extensions. Additionally they decreased CPAs by utilizing bid methods and the system’s AI to get one of the best of their budgets.

To grasp their visible affect on audiences SEAT S.A used picture extensions for every advert throughout all their campaigns. Google displayed these photos based mostly on a number of elements like clicks, content material, and key phrase triggers to optimize one of the best performing ones.

From an information viewpoint, in Search SEAT S.A used Google Search Adverts (SA360) to handle and monitor their Google Adverts and Bing Adverts respectively. The info units tracked all of the core necessities of paid search:

  • Key phrase conversion efficiency
  • Advert copies
  • Viewers knowledge by all of the customized bidding choices obtainable in SA360


The ‘Efficiency innovation program’ mannequin has helped SEAT and CUPRA obtain considered one of their greatest assessments which catalyzed their search efficiency by way of the price per go to (CPV), considered one of their important KPIs that signaled high of the funnel conversions. The fee per go to (CPV) improved by 30% and value per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are actually geared up with new methods to infer and analyze conversions on a market-to-market foundation.

Sharing intelligence throughout numerous markets

After finishing the testing part, the SEAT S.A group and their international accomplice PHD Media reported on outcomes and observations. Sharing their learnings and insights with different markets has empowered different groups to profit from the data and experience derived from the profitable check prototypes. Specializing in elements that drive outcomes has allowed the groups unfold throughout to be challenged and has facilitated fixed studying whereas embracing modifications and new options. The SEAT and CUPRA groups are actually strongly positioned to outperform the competitors.

Gearing up for a cookie much less future

Going cookie much less will convey difficult instances and affect the search channel. SEAT and CUPRA plan to counter this with the usage of Google Analytics 4 (GA4) to take care of efficiency and goal the correct viewers. Opening as much as new visible codecs like Discovery campaigns and MMA/MSAN from Bing can even take an essential place inside search sooner or later, because the core of search would possibly evolve with extra automation, much less granularity and management.

Better deal with measurement and a privacy-first future

The group is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition on account of privateness tips. They’re additionally targeted on figuring out and designing a danger contingency plan for the paid search parts that they gained’t have the ability to check within the close to future.

“We’re testing all the brand new options and options that Google is bringing to the market by way of privateness and cookie much less capabilities. Notably, our testing is targeted on deploying the total suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Moreover, we’re additionally testing new viewers segments that GA4 permits inside a privateness first ecosystem on our paid search campaigns. We’re seeing some optimistic and promising outcomes.”

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

SEAT S.A and PHD Media are actively targeted on Google options for mapping markets and audiences which are privateness compliant and relevant for concentrating on segments.

They’re additionally working in the direction of gathering and connecting first celebration knowledge like CRM audiences and buyer match options.

Subscribe to the Search Engine Watch publication for insights on search engine optimisation, the search panorama, search advertising, digital advertising, management, podcasts, and extra.

Be a part of the dialog with us on LinkedIn and Twitter.

Leave a Reply

Your email address will not be published. Required fields are marked *