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

“Will we ever be capable of put search advertising and marketing 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 progress for its manufacturers, SEAT and CUPRA within the European market. Whereas SEAT is the younger, cool and concrete model that gives automobiles with hanging 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, World Media Supervisor at SEAT S.A, Sophie Santallusia, World Paid Search and Programmatic Director, and Alejandro Sebastian, World 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 adjustments within the business

“We would have liked to turn into first movers who actively capitalize on alternatives that seem. To make sure this our groups wanted to benefit from search house dynamics, apply greatest practices, and acquire a technological and intelligence edge over the competitors.”

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

2. Enhancing visibility of the staff’s onerous work

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

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

3. Sustaining efficiency and bettering effectivity

“As the perfect performing channel on a last-click attribution mannequin, we had been additionally going through a number of challenges. The pandemic lockdowns and microchip shortages made search efficiency enhancements a continuing, ongoing must-have. This meant reducing the associated fee per click on (CPC) and bettering the associated fee per acquisition (CPA) had been at all times core causes to develop such a testing mannequin.”

– Corinne Calcabrina, World 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 give attention to the power of paid search – bettering price efficiencies and accelerating efficiency.

Corinne and her staff 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, primarily based on quarterly objectives that align with native markets primarily based on their wants and techniques.

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

“We had a transparent timeline and roadmap. We at all times check and be taught. 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 staff organized assessments all year long pacing one check at a time for an advert group or marketing campaign to take care of effectivity and acquire clear observations. The roadmap was created on these components:

  • Priorities for markets primarily based on the influence and workload
  • Adjustments that Google makes to advert codecs or completely different options that it sunsets or iterates

The search advertising and marketing grand prix: information, automation, and visible optimization

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

To enhance the press by way of charge (CTR) and decrease CPCs, the SEAT S.A staff centered on including visuals to advertisements, bettering ad-copies, and testing new extensions. Additionally they decreased CPAs through the use of bid methods and the system’s AI to get the perfect of their budgets.

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

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

  • Key phrase conversion efficiency
  • Advert copies
  • Viewers information by way of all of the customized bidding choices out there in SA360


The ‘Efficiency innovation program’ mannequin has helped SEAT and CUPRA obtain one in every of their greatest assessments which catalyzed their search efficiency when it comes to the associated fee per go to (CPV), one in every of their major KPIs that signaled high of the funnel conversions. The associated fee per go to (CPV) improved by 30% and price 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 various markets

After finishing the testing part, the SEAT S.A staff and their international companion PHD Media reported on outcomes and observations. Sharing their learnings and insights with different markets has empowered different groups to learn from the data and experience derived from the profitable check prototypes. Specializing in parts that drive outcomes has allowed the groups unfold throughout to be challenged and has facilitated fixed studying whereas embracing adjustments 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 deliver difficult instances and influence 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 best viewers. Opening as much as new visible codecs like Discovery campaigns and MMA/MSAN from Bing may even take an vital place inside search sooner or later, because the core of search may evolve with extra automation, much less granularity and management.

Larger give attention to measurement and a privacy-first future

The staff is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition resulting from privateness pointers. They’re additionally centered on figuring out and designing a danger contingency plan for the paid search parts that they gained’t be capable of check within the close to future.

“We’re testing all the brand new options and options that Google is bringing to the market when it comes to privateness and cookie much less capabilities. Notably, our testing is concentrated on deploying the complete 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 constructive and promising outcomes.”

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

SEAT S.A and PHD Media are actively centered 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 occasion information like CRM audiences and buyer match options.

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