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Experience the Luxury through Yahoo! RAIS

IMPAQT Case Study: Luxury

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The recent economic climate has caused a change in luxury consumer spending habits and their motivations to spend. According to eMarketer, 83% of affluent internet users say that the current recession has, in some way or another, negatively impacted their household.

This feeling of decreased wealth has made luxury buyers shift spending priorities and increase luxury standards. Namely, they are forcing luxury brands to align their online experience with their in-store shopping experiences, for an overall experience of quality in the products they purchase.

A leading luxury car maker with a successful traditional Paid Search effort felt that its PPC campaign was not capturing the essence of its newest product line and the experience it provides. This client sought IMPAQT's help in giving customers a richer Search experience with their newest vehicle and its cutting edge technology, capabilities and unique benefits.

QUESTION:

How could IMPAQT help the client stand out in a highly competitive marketplace and communicate the luxury experience of their product through Paid Search?

REVELATION:

IMPAQT looked for innovative methods and tools that would allow the client to reach its goal. We found the best solution in Yahoo!'s RAIS (Rich Ads in Search), which was in beta form at that time. Yahoo! RAIS lets advertisers add videos, images, deep links and custom search boxes to ads. These ads marry the relevance and measurability of Paid Search with the interactivity and engagement of rich media.

Yahoo! RAIS can help advertisers improve click through and conversion rates, as well as garner increased brand exposure. This new engine tool was a perfect match for our luxury client because it aligned the company's sophisticated and technologically advanced products with technologically advanced marketing tools. It also provided an effective and innovative way to express the product experience to luxury consumers.

Our team worked vigorously to get accepted into the beta testing for Yahoo! RAIS. Once we were accepted, IMPAQT and the luxury client examined the best methods of optimizing this opportunity. The client had three videos that focused around the technological features and benefits of their newest product line. These videos were used as commercials, and IMPAQT saw an opportunity to give the client more for their money by repurposing these videos in their Search campaign. These videos were used for branded and specific product terms for their revolutionary line. This approach served not only to reinforce the TV message, but also to build excitement around the product line by allowing searchers to "experience" the luxury automobile.

We set up deep links in the ads, which targeted landing pages specifically designed for the vehicle's two different configurations, special offers and dealership locator. Our team then implemented field options into the deep links, so that searchers could find a local dealer right on the search results page.

Along with the revolutionary Yahoo! RAIS program, we examined all of the client's marketing channels to set up a regular PPC text ad to create a consistent product message across all avenues. By coordinating multichannel campaigns and pioneering rich ads to convey the product experience to the luxury consumer, IMPAQT helped our client see tremendous results.

The IMPAQT:

Due to this innovative strategy, our client achieved the following:

4 out of 5 searchers who clicked on the ads watched the videos from start to finish.
A clickthrough rate of Yahoo! RAIS ads that was 2-3 times more than its traditional Paid Search ads.
Ads were clicked on by searchers in all stages of the buying cycle including those in the research stage.
The videos rose to the top three video plays for Yahoo! RAIS in just 2 weeks.