CarsGuide is on a mission to simplify the buying and selling of cars. Its website and app guides buyers through the process of researching and choosing their ideal car. They can then search through more than 100,000 listings to find the right sellers. The process is as easy as it sounds and empowers buyers to make more confident decisions.
The online marketplace is now personalising the experience for car buyers while also serving up new opportunities for advertisers. It is using the Salesforce Data Management Platform (DMP) to fulfil its ambition and connect these stakeholders in new ways.
With over four million user sessions each month, CarsGuide has become a go-to platform for advertisers wanting to reach prospective car buyers. This includes manufacturers wanting to get their ad in front of the right buyer at the right time to secure their interest.
In the past, this was a numbers game. The more impressions an advertiser paid for, the more chance they had of reaching their target. It’s a typical scenario in digital advertising but CarsGuide was unwilling to accept the status quo. It wanted to help advertisers optimise their spend and target buyers 1:1.
Carl Davies, National Sales Director for Media at CarsGuide, said the company required more data to take this next step.
“We knew that the vast majority of visitors to our site were in the market for a new car but we lacked insight into their demographics and specific wants and needs. The Salesforce DMP helps us capture this data and act on it straight away,” said Davies.
Today, CarsGuide can build out new audience segments or personas based on its own data and second-party data from the DMP. So rather than targeting all car buyers with all campaigns, it can work with each car manufacturer to reach the right audience.
A desire to lead in the SUV market led CarsGuide down the path of personalisation. The fast growing market is incredibly fragmented with an SUV to suit nearly every buyer. Targeting a luxury SUV ad at a visitor simply because they’d clicked on an SUV review didn’t make sense.
“With such a phenomenal number of categories in the SUV space, we needed a smarter, more sophisticated way to get the right ads in front of the right people. Salesforce helped us achieve this by creating personas we could target for each category,” said Davies. “So we can now promote that large-size SUV to a growing family and save the luxury ad for those with a dual income and no kids.”
The benefits for advertisers are immense. Those now targeting personas have reported an increase of more than 43% in baseline CTR. One SUV manufacturer reported an increase of 184%.
CarsGuide is also using the Salesforce DMP to target and strengthen its editorial content. This has yielded a massive increase in visitor engagement. They are viewing more pages per session and exhibiting buying signals more often. These include downloading more brochures and viewing seller details online.
While the SUV market remains a core focus, CarsGuide is creating new personas for popular categories like utes and hatchbacks. It’s also creating bespoke personas for manufacturers. This data-driven approach is increasing advertiser loyalty and overall revenue for the trailblazing company.
“There’s no doubt that our partnership with Salesforce helps us to win more deals with advertisers and solidify our leadership in the automotive space,” said Davies. “It also helps us cut through the noise and get the right information out to our buyers. Ultimately, that’s what the site is all about.”