Renault Australia drove clicks and conversions with among potential car buyers while also lowering costs through working with Taboola.
Kate Long, OMD activation director for Renault, had already worked with Taboola at two different agencies and seen strong results, so she knew what the content discovery platform had to offer: native advertising reach, proprietary data, tracking capabilities, and robust performance inventory.
Long recommended Renault Australia run a trial campaign, adding Taboola to its marketing mix in an effort to drive consideration and leads.
Taboola worked with Renault to launch image and motion ads across Taboola’s network of premium publisher properties — including blogs, niche websites, and mobile devices. Image ads contain an image, headline, description, and call to action (CTA).
Motion ads are similar, but they include eye-catching graphics that move for up to 15 seconds and look like GIFs.
Renault also used Taboola’s Data Marketplace to reach valuable new audiences and pull insights for targeting on other platforms. The Data Marketplace offers more than 20,000 distinct audience segments based on data from 1.4 billion monthly users across the Taboola Network.
Long: “Taboola’s account management team is helpful and knowledgeable, making the work process smooth and productive.”
“(Taboola Australia Sales and Account Managers) Naz and Didier are always responsive and ready to help. They have been able to accommodate tight turnarounds and come up with excellent ideas and optimisations to help improve our campaigns.”
Taboola becomes a top-performing platform for driving conversions
Each Renault ad led to a model-specific landing page. Once there, users could learn more about the product and brand. For visitors who didn’t convert right away, Renault used Taboola Pixel to identify and re-target them with personalised ads.
Long: “By using Taboola Pixel, we were able to capture website visitors and segment them into interest groups.”
“This helps us bring these audiences back to the Renault website by delivering a relevant and engaging message. This retargeting strategy delivers a large volume of leads with strong efficiency. It also enables us to exclude past website visitors from our prospecting campaigns, so it reaches new audiences effectively.”
Renault also used Taboola’s SmartBid tool, which automatically optimises bids based on which impressions are most likely to drive conversions.
As a result of these efforts, Renault has generated conversions across “car configurations”, “find a dealer locator”, “book a test drive” and “brochure downloads.”
Taboola was able to provide significant cost efficiency, delivering a 16% lower cost-per-click (CPC) and 51% lower cost-per acquisition (CPA) when compared to another native service provider. This has positioned Taboola as one of the top-performing platforms in Renault’s media mix.
Having seen these results, Renault will continue working using Taboola Ads as part of its always-on strategy. The car company will also seek opportunities to experiment with other targeting options and ad formats on the platform.