To launch the new A-Class in the South African market, iProspect ZA – the agency leading digital marketing efforts for Mercedes-Benz ZA – created a new website, www.alevelup.co.za. A car configurator on the site allowed users to design their dream car, customising features such as colour, wheel type and so on. Each configuration was then entered into a competition, with a prize being free use of one of five A-Class cars for a year.
Remarketing allows advertisers to show an ad to someone who has previously visited their website, but dynamic remarketing on the Google Display Network takes this one step further, allowing the advertiser to customise the actual content of the ad to the user. In this campaign, Mercedes-Benz ZA showed each user a creative that contained the model they had previously configured on the website, with messaging encouraging them to book a test drive. The team used Google Tag Manager to capture user data of the customised A-Class, creating a custom feed that contained all the A-Class feature combinations with images and prices. Google Tag Manager made it easy to manage all the remarketing tags on the website and eliminated the need for manual tag updates.
Dynamic remarketing ensures that your touch points on the Google Display Network are as powerful and useful as they can be.Marius Swanepoel, PPC Account Manager, iProspect ZA
Over the course of the campaign, the creatives served using dynamic remarketing delivered a conversion rate of 2.2%, which was 53% higher than any other media used for the campaign, while the cost per test drive was 48% lower than the next best performing media. “Dynamic remarketing ensures that your touch points on the Google Display Network are as powerful and useful as they can be,” says Marius Swanepoel, PPC Account Manager at iProspect ZA. “Also, while dynamic remarketing was used here specifically for a single campaign, it did give us additional learnings via our audience insights as to who our converting users are.”Mercedes-Benz South Africa launched a microsite encouraging users to configure their dream A-Class (above) and employed dynamic remarketing on the Google Display Network (right)