“What really makes the difference is having more relevant creatives, so that people are more likely to click on our ads. This translates to many more conversions within the same budget. The key improvement is that we’ve spent money on promoting the actual car listings available on Drive.com.au which improves both the user experience and conversion.”

Kylie Gore, Drive.com.au

Customer: 

Online car sales site Drive.com.au

Challenge: 

Drive.com.au’s key objective was to build Search Engine Marketing creatives and keywords for used car listings in Google AdWords campaigns while meeting volume and cost-per-unique-visitor targets.

Solution:

After deploying the Australian-developed Dynamic Creative software, Drive.com.au was able to quickly create and optimise granular search engine ad campaigns with a high quality Google score.

Benefits: 

Drive.com.au created an additional 250,000 keywords and associated creatives which went live within two months, extending campaigns to take advantage of the ‘long tail’ of ads that match specific used-car listings. Drive.com.au was also able to measure results such as boosting productivity by hundreds of per cent, increasing click volumes and decreasing cost per click (CPC) by 30 per cent. 

Dynamic Creative:

e-channel online is a leading search engine marketing company founded in 1999 in Melbourne. e-channel online has leveraged its knowledge, history and experience to develop Dynamic Creative, a powerful, patented search engine marketing campaign optimisation tool.  Dynamic Creative solves challenges faced by all search engine marketing: in particular, the need to quickly optimise granular ad campaigns with a high Google quality score. The product can deliver immediate benefits to organisations that run large database-driven websites, such as travel, classifieds, online auction and retail websites. Learn more at http://www.e-channel.com.au/.

Leading car sales website Drive.com.au lists tens of thousands new and used cars on any given day. This volume of ever-changing content requires a dynamic approach to creating the online advertising that drives buyers to the site from search engines. 

When Drive.com.au’s Marketing Director Kylie Gore and her team set out to improve the results of Drive’s ad campaigns, she found the manual effort involved to be a cumbersome and endless task. Over a period of several months, Drive manually created 14,000 keywords and their associated “creatives” – the wording for each advertisement that induces a consumer to click to find out more.

Ms Gore already had a strong working relationship with Australian search engine marketing leader e-channel online, so when she was offered an opportunity to trial the Adelaide-based company’s ground-breaking new product, Dynamic Creative, she jumped at the chance.

Within three months of using Dynamic Creative, Drive.com.au had created 100,000 keywords.

“Then it took the business two more months to create an additional 250,000 keywords,” she said.  “Dynamic Creative was about 10 times faster than the traditional manual methods.”

The software has enabled the Drive.com.au marketing team to do in hours what used to take days or weeks, but more importantly, it has increased the click volume and effectiveness of the service’s advertising inventory and reduced the cost per click (CPC) by 30 per cent.

“Dynamic Creative lets us use our inventory database to create the keywords and the creatives,” she said. “Our results have been measurable and very positive.”

Ms Gore gave the example of creating the title “Used <MAKE> Cars” in her inventory database. This creative can be automated to choose from the number of cars, say 2000 Ford cars, priced from $5999. “You can then insert variables, such as lowest prices, highest prices or year and so on,” she said.

Ms Gore points out that having a “humungous” number of keywords is just one factor contributing to the site’s success. “What really makes the difference is having more relevant creatives so that people are more likely to click on your ad,” she said. “This translates to many more conversions within the same budget.”

Ms Gore notes that there is nothing more frustrating for a consumer than clicking on a search result and finding the page no longer exists. Dynamic Creative makes sure this doesn’t happen.

Users can search for any types of cars, makes and models. They can refine their search as they get closer to their goal and when they click, there will be a landing page customised for their search terms.

“The great thing is that I’ll only spend money on something that exists on Drive.com.au,” she said.

“Dynamic Creative is a unique solution; it is much more flexible and powerful than a list builder or keyword research tool.  We use it to increase the effectiveness of each ad according to the way real people search. It’s a great solution that lets you continually update the creatives of hundreds of thousands of keywords and have each of them customised.

“We can even target the ads for different stages of the buying cycle. These are known as ‘long-tail’ keywords or granular search – there is minimal redundancy and we are prepared when the customer is ready to make a decision. The more granular the search the more likely the prospect is to contact a dealer or private seller.”

Previously all this work required manual effort.

“One of the major benefits of being involved so early in the Dynamic Creative development is that the Drive.com.au team was able to ask for new features that suited our needs exactly,” she said. “The two businesses were a good cultural fit, thinking along the same lines, to give the car buyer the best possible experience. We want Australians to find the right car for them easily.

“From my point of view as a marketer with one of Australia’s largest online properties, the tool frees me to develop other SEM strategies for the business. It has made Drive.com.au more competitive, there is no doubt.”

E-channel CEO Frank Grasso said that Dynamic Creative solves major problems for online advertisers with very large inventories. “Drive.com.au has used the service throughout our beta testing,” he said.  “The input of a professional online marketing team who know the complexity of the industry the way Drive does has been invaluable.

“The beauty of a hosted solution like Dynamic Creative is that we never stop enhancing it, so our customers always have the most recent version,” he said. 

About e-channel online

e-channel online is a leading search engine marketing company founded in 1999 in Melbourne and backed by a group of investors including Playford Capital. e-channel online leveraged its knowledge, history and experience to develop Dynamic Creative, a powerful, patented search engine marketing campaign optimisation tool.  Dynamic Creative solves challenges faced by all search engine marketing: in particular, the need to quickly optimise granular ad campaigns with a high Google quality score.

Dynamic Creative boosts productivity for Search Engine Marketers by as much as 500 per cent. The product can deliver immediate benefits to organisations that run large database-driven websites, such as travel, classifieds, online auction and retail websites.

For more information please contact e-channel online www.e-channel.com.au

e-channel contacts:

For media assistance:

Call John Harris at Impress Media Australia on 08 8431 4000 or email jharris@impress.com.au.

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