New Smart Bidding Tech Increases Conversions by 37%

Overview

Since Google released Smart Bidding, Adpearance has been running tests for our automotive clients. Over the last two months, we’ve rolled out new low-funnel, lead generation campaign strategies to work better with Smart Bidding to deliver maximum performance for our clients. We have seen fantastic results after implementing this new bidding strategy across our automotive client base. 

Challenge

The initial performance wasn’t great. Smart Bidding enables us to do real-time bidding based on intent, but simply “turning on” the new tech doesn’t work. Running with Google’s automation yielded increased cost-per-click and cost/conversion. After running dozens of tests for 12 months, we’ve identified how to make this powerful bid strategy perform for our dealership clients. 

Solution

Adpearance’s solution combines a unique account structure, premium conversion tracking, and Smart Bidding to generate more conversions at a lower cost. Smart Bidding’s ability to efficiently identify in-market shoppers with the intent to buy enabled us to advertise on high-traffic keywords that were previously high cost and pursue a wider geo-targeting radius. 

Utilizing our sister company Foureyes’ tracking technology for better tracking of all conversions (ad calls, website calls, forms, and chats), we are able to feed Smart Bidding the high-quality data it needs to determine which users are most likely to convert. Together, our account structure strategy is driving 37% more conversions at two-thirds the cost per lead.