When advertising across multiple channels, such as Google, Facebook and Autotrader, car dealerships face unique challenges - that’s single product, constantly changing stock and a high turnover of vehicles.
One of the biggest challenges for the marketing team at Motorpoint was the inability to make changes to vehicle data and implement them at speed. The company was also aware it was sending some vehicles to channels that were not a good fit. The Intelligent Reach platform resolved both of these pain points very quickly, according to Motorpoint’s Head of Paid Media, Selina Gribben:
“From managing the types of vehicles appearing in each channel to dynamically modifying the wording of the vehicle adverts, we’re already seeing the benefits of the tests we are running“
"Product listing ads for automotive will be available in the UK soon. Previously getting on there would have meant a big request to IT and that request could have taken some time. But being able to manage the feeds ourselves [with the Intelligent Reach platform] is going to enable us to get there much faster.” Selina Gribben, Head of Paid Media
Working out how to maximize your marketing spend is a challenge for all brands. Using the Intelligent Reach platform has allowed Motorpoint to be more tactical in how and where vehicles are listed – helping to maximise ROAS.
"We've been able to use the software effectively to manage the unique challenges that affect us within our specialism – that’s single product, constantly changing stock and a high turnover of vehicles. The ability to adapt very quickly is a huge thing for us – by limiting the reliance on dev and IT resources it’s not only a benefit to this area, but to the business more generally.” - Alex Howland, Digital Marketing Director
"The platform enables ads on Google and Facebook to be feed driven, which we couldn't do before because we couldn't get all the data through. Now we can include monthly repayments. We can add in remaining stock. We also have transmission in the feeds, and the year. So, we can target those keywords, and say in an advert, 'available now with 2023 plates, automatic transmission', and so on." – Selina Gribben, Head of Paid Media
Historically, Motorpoint always sent the same feeds to every channel. Using the platform they're starting to vary images and text so that they can be optimised on a per vehicle, per channel basis. They're also able to curate the vehicles they send to each individual channel, and make exclusions based on the current levels of engagement and sales. Each change to a feed can be checked, using the preview function, before it goes live, and takes just a few minutes to roll out.
"We’ve only been working with Intelligent Reach for a couple of months but, in that time, the scale of what we’ve been able to achieve has been impressive. “As part of our testing, we’ve been able to gain greater control over our feed management without the requirement of huge amounts of IT resource, allowing us to work more quickly."- Selina Gribben, Head of Paid Media
“It’s been interesting to get a better idea about the elements of a vehicle motorists are most concerned about seeing. What we’ve learned as part of this test is going to inform lots of our marketing activity."
Selina Gribben, Head of Paid Media