How we drove ANCAP’s 83% reduction in CPA
Their safety star-rating system is the result of 30 years of safety feature and technology assessments, with thousands of independent ratings for all makes and models currently on the market.
Having initially run a full-funnel campaign for ANCAP, we were tasked with scaling the efficiency of their media spend to deliver safety rating searches.
Our creative-performance approach leveraged a handful of key insights from the previous campaigns:
- Video footage of crash tests led to increased numbers of thumbstops on social platforms
- Creative which highlighted ratings of popular vehicles delivered more safety rating searches
- Demand generation on social would likely increase branded searches
130,000+ safety rating searches.
We developed new video assets to run across Meta ad placements. These assets started with the attention-grabbing crash tests before encouraging users to check the safety rating of their car.
We also adjusted the targeting structure of the new campaign across social platforms to ensure that the media budget was targeting audiences that were going to drive the lowest CPA for ANCAP.
30,000+ safety rating searches.
Our new video assets were also rolled out across Google’s Performance Max placements, with the existing ad account structure remaining the same.
The previous campaign had highlighted how Performance Max would deliver low CPMs across target audiences, so we knew that Performance Max would play a role in utilising the media budget efficiently.
180,000+ safety rating searches.
As the ANCAP website contains so many vehicle pages, we created optimised metadata, content and structured data templates to pull in the most relevant keywords around specific vehicle models into search engine results pages.
This led to ANCAP gaining considerable search traffic through improved rankings for high intent search queries into popular car models.
The impact of the social media and Performance Max campaigns also led to a 50% increase in branded search volume.
Results
- Using video footage of crash tests on social platforms increased thumbstops and user interaction.
- Highlighting the safety ratings of popular vehicles led to a significant increase in safety rating searches.
- Adjusting social media ad targeting structures helped achieve a substantial 83% reduction in cost per acquisition.
