North-Star Metric: Test Drives Booked: In this case the focus is on Booking Test Drives and measuring the Conversion Rate from this lead-generating event as most of the car sales actually happen offline.
The brand focused on retargeting Engaged Visits, using DCO to take into account car configurations and user geolocation to show an ad directing audiences to their local dealership with a map and a booking CTA.
Sub-Metric: Engaged Visit: The Auto brand looked at the behavior that generated leads, noting high engagement on-site: scrolling car models, starting car configuration, exploring dealership locations and longer session times. The brand could then individually optimize towards these Engaged Visits to single out users with intent in the consideration phase that could be moved to a qualified lead.
Sub-Metric: Clicks: DCO makes it easy to create ad variations showcasing different car models, features, use cases for different audience groups with plenty of different approaches to copy to see what resonates with users. Ads then land users directly on the car configurator with the same model and color, encouraging experimentation. Personalized creative helps improve CTR and bring more users to the website to build up a pool of users to retarget.
Sub-Metric: Impressions: By keeping targeting broad in the DSP, leaving decisioning to Jivox, the brand is able to keep CPMs low and maximize reach.