Detailed Target Segmentation Resulted in Stronger Performance

Car portal turbo-charges customer journeys and performance with retargeting

Client

Industry

Automotive

Increase of leads volume

Introduction

About the client

Motors.co.uk is a car search portal that helps UK car buyers find the right car for them by providing a wide choice of vehicles, in-depth car and dealer reviews, and smart, intuitive tools. The company is part of Cox Automotive, the world’s largest automotive services company, and lists over 350 K used cars for sale from over 5.5 K of the United Kingdom’s leading automotive retailers. Through their network, Motors.co.uk are able to help dealers advertise with their reach of 5.4 M car buyers each month.

What they say about us

RTB House helps us achieve our bespoke goals through both high-quality web traffic and lead generation. Their proactiveness, understanding, flexibility, and commitment in terms of account management have driven great results for us.

Andrew Barton

Paid Search Specialist, Motors.co.uk (Cox Automotive)

DESCRIPTION

The challenge

Motors.co.uk were focused on improving their retargeting results at each stage of the customer journey—vehicle views, messages sent to dealers, and requests for dealer calls. They wanted to focus their retargeting activity on targeted dealerships rather than retargeting all dealerships on their website equally.

story

The solution

RTB House developed custom segmentation based on different cases of user behavior. This allowed RTB House to bid differently on specific segments and substantially increase volumes.

Success

The result

The volume of leads generated from targeted dealerships increased over seven times compared to the volume delivered by their previous retargeting partner while maintaining/lowering acquisition costs per unit.