The challenge
To get more purchase intenders to the Bay Area dealers’ web site, the regional dealer advertising association ran an online program. VW chose a search engine marketing firm, an online portal partner and AdBrite as their ad network partner for this pilot.
Background
Volkswagen wanted a new, measurable, more cost-effective way to reach consumers in the SF Bay Area and drive customers to their local dealers.
Measurement
- Visits to Bay Area dealer’s web site
- Cost Per Visitor (CPA)
Results
By employing a variety of targeting criteria, VW exponentially increased visits to its Bay Area Dealers web site.
Conversion lift :
Cost per acquisition (CPA):
Approach
- Banner campaign with Flash creative
- Dedicated account manager balancing campaign budget to maximize impressions on the best-converting sites
- Budget scaled from $30k in first month to $65k in third month once conversion pattern was established
- Geo-targeted campaign across entire AdBrite network, including portal sites, Men’s and Women’s lifestyle sites and alternative lifestyle sites (i.e. music, entertainment, etc.)
- Age & Gender Targeting
- Sample sites: hi5, Veoh, Alexa, and WhitePages.com
