Volkswagen Canada needed to drive traffic to their website with the objective of increasing both brand awareness and dealership visits. The target audience was initially broad across five Canadian provinces.
Investing in channel targeting was essential. Targeting the right channels enabled us to reach the desired mid to high income households that were willing to purchase a vehicle. This in turn allowed us to build up a cookie pool and drive substantial conversions.
The retargeting tactic operated on all three platforms from the beginning of the campaign to maximize conversions, followed by re-allocating spend to the two platforms that delivered the best results.
The individual CPAs for the Build & Price, Comparator, and Locate a Dealer conversion points were all lower than the client’s combined CPA goal.
Conversions were broken down as follows: Build & Price – 83%, Comparator – 6%, LAD – 11%, and BATD – 1%.
This suggests that the campaign generated a healthy mix of brand interest and purchase intent.
A large proportion of the audience that navigated to the Build & Price page had the following defining features:
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