Japanese Automotive Giant and MI-DSP™ Collaborate for High-Efficiency Test Drive Marketing Campaign
Using personalized ads and highly targeted messaging, we effectively capture consumer attention and encourage test-ride participation.
Effectively targeting car shoppers to increase test-drive conversions
In the fiercely competitive automotive market, capturing consumer attention and promoting test drive experiences have become crucial steps for car brands. Since 2023, a prominent Japanese automotive brand has teamed up with MI-DSP™, an AI-powered real-time bidding platform from Groundhog, to create a highly effective marketing campaign for car test drives.
This campaign utilized personalized advertising and precise information delivery to enhance brand awareness. From the marketing funnel perspective, MI Tech’s remarketing strategies successfully generated interest and facilitated action, helping the brand achieve a conversion rate of over 2.4 times for test drive appointments. Additionally, through our channels, many successful car purchases were completed.
To maintain brand buzz and engage both existing and potential customers throughout peak and off-peak seasons, the primary goal of this campaign was to generate test drive leads. To achieve this, we developed three major strategies for targeted and precise delivery:
1. AI-Powered Personalization and Keyword Analysis
Our AI models deeply analyze consumer behavior to provide car brands with precise target audiences. To enhance consumer engagement, the campaign employed personalized push strategies. Based on consumer preferences and needs, the AI model increased exposure in media and keywords of interest, boosting consumer interaction willingness.
For example, a 35-year-old male audience interested in sports events, car news, outdoor activities, travel, and car shows would have his recent browsing activities related to these interests analyzed. The AI would extract additional relevant keywords, such as camping and Japan, to refine his interest profile. When an advertisement matches the audience’s interests, the AI places appropriate bids to secure exposure, achieving targeted ad delivery.
2. User Journey Analysis for Insights into Purchase Intent and Interests
By embedding tracking codes, we collected audience behavior data on the brand’s website, such as browsing history and interaction rates. We also analyzed user event correlations to understand their level of engagement and identify potential customers willing to sign up for test drives. This allowed us to precisely gauge their purchase intentions and interests. Coupled with ad delivery technology, we accurately sent test drive communication messages to consumers with potential purchase needs or interest in the car models, enhancing lead conversion.
3. Streamlining Traffic Sources for Effective Ad Network Resource Utilization
By filtering traffic sources, we maximized the value of every budget spent. Utilizing ad network resources, we effectively selected and targeted high-quality traffic, securing maximum clicks at appropriate bid prices to drive traffic to the brand’s website. We avoided allocating budgets to low-quality or high-bot activity websites, improving the efficiency of ad delivery.
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日系大廠汽車品牌與現觀科技MI-DSP™共創高效試乘行銷活動
以個性化廣告和精準的資訊推送，有效抓住消費者目光並促進試乘體驗。
有效鎖定賞車群眾，提升汽車試乘體驗轉換量
在競爭激烈的汽車市場中，如何有效抓住消費者目光並促進試乘體驗，成為各大汽車品牌在銷售路上重要的一步。從2023年以來，某日系大廠汽車品牌聯手現觀科技的AI行動智慧即時競價平台 (MI-DSP™)，攜手合作汽車試乘體驗的行銷活動，打造出亮眼的成果。
該行銷活動以個性化廣告和精準的資訊推送，拉升品牌知名度的同時，從行銷漏斗的角度來看，現觀科技以再行銷的手法成功引起受眾的Interest進而促進Action，幫助品牌預約試乘名單的轉換率超過2.4倍，也有透過我們的渠道，成功完成購車的好實績！
無論大月、小月，汽車品牌為維持話題熱度與搭配每月不同的檔期活動，希望持續吸引該品牌與他品牌的車主互動，因此這檔行銷活動以留下試乘名單為主要目標。為此我們制訂出以下三大策略來達成目標與精準投放：
1. AI打造個性化貼標與分析使用者瀏覽關鍵字詞，了解更多使用者喜好興趣，加強精準投放
現觀科技開發的AI模型能夠對消費者行為進行深入分析，從而為汽車品牌提供精準的目標受眾。為了提升消費者的參與度，活動中運用了個性化推送策略。根據消費者的喜好和需求，在其有興趣的媒體與關鍵字出現的流量加強曝光，增加消費者的互動意願。
舉例來說，一位35歲的男性受眾，平常有在關注運動賽事、車訊、戶外活動、旅遊及車展，接下來就會由AI技術分析他近期看過跟以上所提及興趣有關的文章，萃取出其他該受眾可能也有興趣的關鍵字，如露營、日本等，加強他的興趣輪廓。當今天廣告廣告投遞時，AI判斷廣告符合受眾興趣，則會以適當的出價去爭取曝光，以達到精準投放的目標。
2. 分析用戶使用者旅程，洞察受眾的購買意圖與興趣喜好
通過埋設追蹤碼收集受眾在品牌網站上的使用軌跡，例如瀏覽歷史和互動率，同時也深入分析用戶事件關聯，掌握用戶的互動程度，識別出有意願留下試乘名單的潛在消費者。藉此精準地洞察他們的購買意圖及興趣愛好，結合廣告投放技術，我們將試乘名單的溝通訊息精準地遞送給有潛在購車需求或對車款感興趣的消費者，促進名單轉換。
3. 從流量端去蕪存菁，有效運用聯播網資源
從流量端去蕪存菁，讓每一分預算都發揮最大價值。我們利用聯播網資源，有效篩選並鎖定高質量流量，以合適的出價盡可能爭取最大化的點擊量，導流到品牌的網站上。避免將預算放在品質較差或機器人行為高的網站，以提升廣告投放的效率。
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