Case analysis of information flow promotion in the automotive industry

As an information flow person in the automotive industry , are you also worried about why the results are still not as good as those of your peers after changing materials thousands of times?

Don't be in a hurry! This time, the editor will take a certain automobile company as the target customer (hereinafter referred to as Customer A), and two competing automobile companies with better results as examples (hereinafter referred to as Customer B and Customer C), deeply analyze the advantages of competitors, and teach you step by step how to make the information flow promotion effect take off!

Are you ready?

Let's go!

01Introduction to target customers

Customer A: We mainly deal in major imported brand passenger cars, pickup trucks, personalized modified cars and business RVs, etc. The current service brands include Rolls-Royce, Bentley, Land Rover, Jaguar, Mercedes-Benz, BMW, Audi, Porsche, Ferrari, Maserati, Lamborghini, Lexus, Toyota, Nissan, Honda, Acura, Lincoln, GMC, Cadillac, Chevrolet, Ford and other fully imported models.

Information flow delivery product lines: Toyota Alpha, Porsche, Land Cruiser, Prado, Mercedes-Benz GLE, Mercedes-Benz GLS, Mercedes-Benz S, Lexus LX570, Land Rover Range Rover, etc.

Customer A's position in the industry information flow

The overall data shows that Customer A is lower than the average of all customers in the industry, and is in the middle and lower reaches of the industry, with a large room for improvement;

The CTR data is significantly higher than the industry average and the top average, and the creative appeal is strong, but the performance is lower than the industry average;

The CPC bid is lower than the industry average, which affects the overall account exposure.

Information flow delivery status of customer A

Since August 2018, the overall click rate of materials has shown an upward trend

The creative appeal is strong, but the display volume is lower than the industry average

Customer A’s information flow delivery pain points and goals

02Competitor Comparison Analysis

Customer A’s marketing conversion funnel analysis:

Analysis of Customer A’s Competitors:

Selection of competitive customers: Based on the consideration of increasing the budget, it is necessary to select customers who spend more than the target customers and have better results. Currently there are only two customers.

During the promotion phase, who will come out on top?

Targeted comparison: Customer B

Basic information orientation differences:

Customer B: The age range is more accurate and the geographical selection is wider

Target customer A: The age selection is relatively broad, and the region is limited to coastal areas and Jiangsu, Zhejiang and Shanghai

Keyword differences:

Customer B: There are many keyword directions, which can accurately point to the target users

Target customer A: few keywords and small quantity

Directional comparison: Customer C

Basic information orientation differences:

Customer C: The selection is wide, but the region is limited to Shanghai

Target customer A: more accurate than customer C

Interest orientation differences:

Customer C: Choose interest-based targeting, targeting based on the interests of the target group

Target customer A: None

Creative material comparison:

Promotion effect comparison:

Overall, the promotion effect of Client B was better, achieving high display and high click effects, which increased the possibility of obtaining high-quality form leads.

Target customer A can be used as a reference for targeting and CPC bidding.

In the conversion phase, whose costs are the highest?

Customer A:

Customer B:

Customer C:

Product portfolio strategy

The strategies of the three parties are roughly the same, but there are big differences in the second-order bids of ocpc. Customer A bids higher, and the system automatically allocates more space for high-quality people;

Customer C's bid is low, so the system may assign a mixed group of people, with a high number of forms but low quality.

03Suggestions & Inspiration

Inspiration from communicating with senior optimizers:

In the promotion of information flow in the automotive industry, it is necessary not only to summarize the promotion experience of one's own account, but also to learn new promotion methods and directions from competitors, and to continuously test and innovate.

Author: Director Xiong

Source: Information Flow Director Xiong