May 19, 2021
Conquering Europe. That is the CarNext.com mission. During the Channable online Partner Event, Jaap Hopmans, Digital Advertising Consultant at Traffic Builders, explained how they started collaborating with CarNext.com and what impressive results they achieved including winning the Use case of the Year award. We visited the Traffic Builders office where Jaap and Dennis were keen to tell their story again, but this time on camera.
Traffic Builders and CarNext.com
Traffic Builders is a full-funnel digital marketing agency based in Almere. They strive to reach the right audience for their clients, at the perfect time and with the right message, at every stage of the digital customer journey.
CarNext.com, a digital marketplace for used cars, knocked on Traffic Builders' door in 2018 with the message that they wanted to conquer Europe. They wanted to do this using a scalable full-funnel digital omnichannel strategy, so they could scale from 1 to 22 countries within a year with their PPC, social, and display ads.
Watch the video to see the challenges Traffic Builders had, their approach, the set-up in Channable, and the impressive results!
Traffic Builders' REAN® model and the set-up in Channable
As seen in the video, the REAN model aims to closely align all marketing activities with each stage in the customer journey. These stages are Reach, Engage, Activate and Nurture. With this, Traffic Builders was able to bring insight into what strategies and channels needed to be utilized for CarNext.com.
How did they do this per channel in Channable? Jaap explains:
PPC = “We created 1 master project in Channable, completely optimized with master rules. We added that in the dynamic text ads, and we made rules that we could use everywhere. Finally, we applied these dynamic fields in the ad templates, and all the campaigns and ads got generated. The great thing about this is that we were able to copy it (with the exception of the translation of the content) for all countries, which allowed us to go live with all campaigns very quickly.”
Social = “The set-up for this was slightly different. Within the Social Advertising project, we imported each product feed from each country, built the master rules, and linked them to each export feed. This allowed us to realize dynamic prospecting and dynamic retargeting through Facebook.”
Display = “Display advertising is not common within the automotive industry, so this was a bit more complex. The biggest challenge was to convert the master feed of CarNext.com into country-specific personalized ads that were consistent and could be easily optimized. We again chose one project in which we imported the feeds and applied master rules. This generated feeds for Google Ads dynamic display and DoubleClick.
In DoubleClick, we linked the Channable feeds to different creatives and profiles. With Google Sheets, we added extra information to these creatives. These dynamic creatives were sent to different advertising platforms. As a result, we had hyper-personalized display ads in 22 different countries!”
With all these marketing activities done with Channable, Traffic Builders was able to achieve the following for CarNext.com:
‘‘We think the future is hyper-personalization, and for us, Channable is the tool that can offer just that. I would advise all marketing agencies to start working with Channable. The tool makes it really easy to make dynamic campaigns for a multitude of channels.’, Dennis Reus, Digital Strategy Consultant at Traffic Builders.