How a testing model is driving SEAT and CUPRA’s search marketing performance

“Will we at any time be ready to put look for marketing system in the driver’s seat?” This is pretty much just about every search marketer’s dilemma as the group proceeds to continue to be at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-dependent multinational automaker portion of the Volkswagen team have innovated a testing model that is driving expansion for its brands, SEAT and CUPRA in the European sector. Although SEAT is the young, amazing and urban brand that delivers cars and trucks with putting patterns and numerous mobility alternatives – CUPRA is an unconventional brand name, which is defined by its progressive design and the efficiency of its electrified designs.

We spoke with Corinne Calcabrina, World wide Media Supervisor at SEAT S.A, Sophie Santallusia, World wide Paid Look for and Programmatic Director, and Alejandro Sebastian, Worldwide Research Workforce Guide at PHD Media Spain to go over the ‘Performance innovation program’ (SEAT S.A’s screening model) and its price insert to the organizations.

A quick-paced business

Digital is a rapid-moving sector and search is often reinventing by itself with new formats and everchanging ways to make and handle accounts. The teams at SEAT and CUPRA experienced various discomfort details:

1. Remaining on-top of all innovations and improvements in the marketplace

“We essential to become initially movers who actively capitalize on alternatives that seem. To be certain this our groups needed to take gain of lookup place dynamics, utilize very best procedures, and acquire a technological and intelligence edge about the opposition.”

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

2. Enhancing visibility of the team’s tough perform

“While we were being placing all these efforts, we required to boost our team’s visibility. Even though we are fast paced starting to be the finest accomplishing channel, generally reinventing, functioning to benefits and efficiencies, we usually pass up the glitter of other channels. Adding an official scope and framework usually means we get to report and showcase our achievements.”

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

3. Protecting performance and bettering efficiency

“As the very best carrying out channel on a final-click attribution model, we were being also experiencing numerous challenges. The pandemic lockdowns and microchip shortages produced look for overall performance improvements a consistent, ongoing must-have. This intended lowering the price tag for every click on (CPC) and strengthening the charge for each acquisition (CPA) ended up always main reasons to develop these a testing design.”

– Corinne Calcabrina, World-wide Media Manager, SEAT S.A

Putting tests in the driver seat: The SEAT and CUPRA Overall performance innovation software

The SEAT S.A screening product, ‘Performance innovation program’ was intended to align with the inherent love for innovation that operates at the main of SEAT and CUPRA manufacturers. The testing design was crafted centrally to keep brand name concentration on the strength of paid lookup – strengthening expense efficiencies and accelerating overall performance.

Corinne and her team at SEAT S.A and their agency, PHD Media reviewed model methods for SEAT and CUPRA respectively, their general performance, and nearby requirements. They created a framework that delivers framework, will help the brand names expand their sector share, and deliver central visibility on the screening outcomes. They developed precise screening roadmaps, dependent on quarterly objectives that align with neighborhood markets primarily based on their requirements and strategies.

“We then applied our assessments, sharing the hypothesis (highlighting success from other markets) of what we hope to obtain and then making use of the test into the main strategy.

“We had a clear timeline and roadmap. We normally exam and learn. This lets us to have a particular situation with partners, allowing us to normally be aspect of the alphas and betas, tests new formats, normally trying to boost success at the same time”, Corinne shared.

To facilitate consistency the SEAT S.A workforce arranged exams all through the 12 months pacing a person exam at a time for an advertisement group or marketing campaign to maintain effectiveness and obtain very clear observations. The roadmap was produced on these components:

  • Priorities for markets based on the impression and workload
  • Modifications that Google makes to advertisement formats or distinct functions that it sunsets or iterates

The lookup promoting grand prix: data, automation, and visible optimization

SEAT S.A and PHD Media began differentiating techniques by search phrase form and defined them for every advertisement team. Keywords and phrases were being segmented primarily based on brand and non-manufacturer look for, their function, and their respective KPIs. This knowledge was then employed all through the auction bidding. Synthetic intelligence (AI) was utilised to segment audiences and goal ads that were being top rated of the funnel. Comparative insights from these exams have been later fed into the business enterprise to advise the course of system.

To enhance the click on by rate (CTR) and reduce CPCs, the SEAT S.A team targeted on incorporating visuals to adverts, bettering ad-copies, and tests new extensions. They also decreased CPAs by utilizing bid tactics and the system’s AI to get the ideal of their budgets.

To grasp their visible effect on audiences SEAT S.A applied image extensions for each and every advertisement throughout all their campaigns. Google exhibited these photos based on many components like clicks, information, and search phrase triggers to optimize the greatest doing types.

From a data position of view, in Look for SEAT S.A utilized Google Look for Ads (SA360) to control and observe their Google Advertisements and Bing Ads respectively. The details sets tracked all the core essentials of paid out lookup:

  • Search phrase conversion efficiency
  • Advertisement copies
  • Audience knowledge by means of all the custom made bidding options obtainable in SA360


The ‘Performance innovation program’ model has assisted SEAT and CUPRA accomplish one of their greatest checks which catalyzed their lookup functionality in conditions of the cost for every take a look at (CPV), just one of their primary KPIs that signaled top rated of the funnel conversions. The value for each go to (CPV) improved by 30% and price per acquisition (CPA) enhanced by 37%.

SEAT S.A (SEAT and CUPRA) are now geared up with new ways to deduce and analyze conversions on a industry-to-market basis.

Sharing intelligence throughout numerous marketplaces

Right after finishing the testing phase, the SEAT S.A group and their international associate PHD Media claimed on effects and observations. Sharing their learnings and insights with other marketplaces has empowered other groups to profit from the information and abilities derived from the productive test prototypes. Focusing on factors that push outcomes has authorized the teams unfold throughout to be challenged and has facilitated continual finding out whilst embracing improvements and new functions. The SEAT and CUPRA teams are now strongly positioned to outperform the competition.

Gearing up for a cookie less potential

Likely cookie much less will provide complicated instances and impression the lookup channel. SEAT and CUPRA plan to counter this with the use of Google Analytics 4 (GA4) to keep efficiency and concentrate on the proper viewers. Opening up to new visual formats like Discovery strategies and MMA/MSAN from Bing will also choose an crucial position in just look for in the long run, as the main of research could possibly evolve with more automation, a lot less granularity and handle.

Larger focus on measurement and a privacy-very first future

The workforce is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition due to privacy suggestions. They are also concentrated on identifying and developing a hazard contingency system for the paid out search factors that they won’t be equipped to exam in the near long term.

“We are testing all the new alternatives and characteristics that Google is bringing to the sector in conditions of privateness and cookie fewer capabilities. Specifically, our tests is focused on deploying the entire suite of Google Analytics 4 (GA4), internet site-vast tagging, consent mode, and improved conversions.

Moreover, we are also testing new audience segments that GA4 will allow in a privacy very first ecosystem on our compensated lookup strategies. We are viewing some constructive and promising success.”

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

SEAT S.A and PHD Media are actively concentrated on Google options for mapping marketplaces and audiences that are privateness compliant and applicable for concentrating on segments.

They are also working towards collecting and connecting initial get together info like CRM audiences and buyer match answers.

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