AUTOMOTIVE
AutoWeb
Founded in 1995, AutoWeb provides performance-based marketing solutions to the automotive industry and equips consumers with the knowledge to make the best car-buying decisions through sites including Car.com, CarSmart.com and Autosite.com. Their approach seamlessly blends automotive expertise and ecommerce, connecting original equipment manufacturers (OEMs) and dealers with potential customers who are ready to purchase. AutoWeb’s tools and services simplify what’s all too often a complex car-buying process, helping millions of sellers and customers make informed decisions about vehicle transactions.
Challenge
AutoWeb was facing a six-month dip in performance and customer engagement with their existing paid search program.
As challenges arose with managing media costs and targeting higher-value prospective customers, they engaged Axial1 to efficiently and effectively attract those more likely to actually buy a vehicle at the dealership.
Services
- Media Management/Optimization
- Paid Search
- Paid Social
- Measurement/Reporting
Axial1 created a program that not only maximized AutoWeb’s customer volume, but also improved the quality of that volume, maintaining AutoWeb’s unit economics and gross margin.
Axial1 modeled historic gross margin data and customer quality data with front-end Google data to design an optimized campaign structure. We then mined more than two years of search log data and employed our proprietary N-gram analytics to build bespoke keyword intent clusters, maximizing AI/ML bid yield with higher fidelity success-signal alignment between CRM and Google’s smart bidding algorithms. We also added several new segments to AutoWeb’s 1P database for optimization, all while utilizing our meticulous keyword hygiene strategy that leverages automated scripts and revamped creative messaging/intent alignment to deliver greater results and a repeatable, scalable approach.
