19
Apr
2017

Success Story: Auto Dealership Drives In-Person Visits Through Geo-Fencing With Conversion Zones

04/19/2017


CHALLENGE


An auto dealership was looking to increase brand awareness among their
target audience and bring prospective buyers into their location. They enlisted
the help of Simpli.fi to utilize new geo-fencing technology to more precisely
target their audience, improve their overall advertising performance and track
offline conversions. With a goal of achieving a 0.1% CTR, the dealership also
wanted to track Cost Per Visit (CPV), defined as the total campaign spend
divided by the number of users who were delivered an ad and then visited the
dealership in-person.

SOLUTION


The Simpli.fi team developed a comprehensive strategy of geo-fencing with
conversion zones to target relevant local users, drive up CTR and increase
offline conversions. The first step was to build geo-fences around heavy traffic
areas with high concentrations of users in the target market identified by the
advertiser. The Simpli.fi team then setup a conversion zone around the
advertiser’s dealership to measure online-to-offline conversions.

Before and after campaign launch, Simpli.fi and our multi-variate algorithms
made optimizations to improve performance. These included adjusting
dayparting and pacing to ensure the campaign was live during peak
performance hours, and also implementing creative pacing to spend more
aggressively on the top performing creatives.



RESULTS


To date, Simpli.fi has been able to exceed the initial campaign goal with a
strong CTR of 0.17% and deliver a CPV of $20. Through the use of Simpli.fi’s
conversion zone tool, the advertiser has also been able to measure the exact
number of conversions originating from each individual geo-fence.



As the campaign continues, Simpli.fi will continue to make mid-flight
optimizations to improve performance.