Detailed Target Segmentation Resulted in Stronger Performance

Motors.co.uk is a car search portal that helps UK car buyers find the right car for them by providing a wide choice of vehicles, in-depth car and dealer reviews, and smart, intuitive tools. The company is part of Cox Automotive, the world’s largest automotive services company, and lists over 350 K used cars for sale from over 5.5 K of the United Kingdom’s leading automotive retailers. Through their network, Motors.co.uk are able to help dealers advertise with their reach of 5.4 M car buyers each month.

Motors.co.uk were focused on improving their retargeting results at each stage of the customer journey—vehicle views, messages sent to dealers, and requests for dealer calls. They wanted to focus their retargeting activity on targeted dealerships rather than retargeting all dealerships on their website equally.

RTB House developed custom segmentation based on different cases of user behavior. This allowed RTB House to bid differently on specific segments and substantially increase volumes.

The volume of leads generated from targeted dealerships increased over seven times compared to the volume delivered by their previous retargeting partner while maintaining/lowering acquisition costs per unit.