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How a testing model is driving SEAT and CUPRA’s search marketing performance

June 23, 2022 No Comments

“Will we ever be able to put search marketing strategy in the driver’s seat?” This is almost every search marketer’s dilemma as the community continues to remain at the mercy of Google’s algorithms and updates.

SEAT S.A, the Barcelona-based multinational automaker part of the Volkswagen group have innovated a testing model that is driving growth for its brands, SEAT and CUPRA in the European market. While SEAT is the young, cool and urban brand that offers cars with striking designs and several mobility solutions – CUPRA is an unconventional brand, which is defined by its progressive design and the performance of its electrified models.

How a testing model is driving SEAT and CUPRA’s search marketing performance

We spoke with Corinne Calcabrina, Global Media Manager at SEAT S.A, Sophie Santallusia, Global Paid Search and Programmatic Director, and Alejandro Sebastian, Global Search Team Lead at PHD Media Spain to discuss the ‘Performance innovation program’ (SEAT S.A’s testing model) and its value add to the businesses.

A fast-paced industry

Digital is a fast-moving sector and search is always reinventing itself with new formats and everchanging ways to create and manage accounts. The teams at SEAT and CUPRA had several pain points:

1. Staying on-top of all innovations and changes in the industry

“We needed to become first movers who actively capitalize on opportunities that appear. To ensure this our teams needed to take advantage of search space dynamics, apply best practices, and gain a technological and intelligence edge over the competition.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A.

2. Improving visibility of the team’s hard work

“While we were putting all these efforts, we wanted to improve our team’s visibility. While we are busy becoming the best performing channel, always reinventing, working towards results and efficiencies, we often miss the glitter of other channels. Adding an official scope and framework means we get to report and showcase our achievements.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A.

3. Maintaining performance and improving efficiency

“As the best performing channel on a last-click attribution model, we were also facing multiple challenges. The pandemic lockdowns and microchip shortages made search performance improvements a constant, ongoing must-have. This meant decreasing the cost per click (CPC) and improving the cost per acquisition (CPA) were always core reasons to develop such a testing model.”

– Corinne Calcabrina, Global Media Manager, SEAT S.A

Putting testing in the driver seat: The SEAT and CUPRA Performance innovation program

The SEAT S.A testing model, ‘Performance innovation program’ was designed to align with the inherent love for innovation that runs at the core of SEAT and CUPRA brands. The testing model was built centrally to maintain brand focus on the strength of paid search – improving cost efficiencies and accelerating performance.

Corinne and her team at SEAT S.A and their agency, PHD Media reviewed brand strategies for SEAT and CUPRA respectively, their performance, and local needs. They created a framework that provides structure, helps the brands expand their market share, and deliver central visibility on the testing results. They created specific testing roadmaps, based on quarterly goals that align with local markets based on their needs and strategies.

“We then applied our tests, sharing the hypothesis (highlighting results from other markets) of what we hope to achieve and then applying the test into the main strategy.

“We had a clear timeline and roadmap. We always test and learn. This allows us to have a specific position with partners, allowing us to always be part of the alphas and betas, testing new formats, always trying to improve results at the same time”, Corinne shared.

To facilitate consistency the SEAT S.A team organized tests throughout the year pacing one test at a time for an ad group or campaign to maintain efficiency and gain clear observations. The roadmap was created on these factors:

  • Priorities for markets based on the impact and workload
  • Changes that Google makes to ad formats or different features that it sunsets or iterates

The search marketing grand prix: data, automation, and visual optimization

SEAT S.A and PHD Media started differentiating strategies by keyword type and defined them for each ad group. Keywords were segmented based on brand and non-brand search, their role, and their respective KPIs. This data was then used during the auction bidding. Artificial intelligence (AI) was used to segment audiences and target ads that were top of the funnel. Comparative insights from these tests were later fed into the business to inform the direction of strategy.

To improve the click through rate (CTR) and lower CPCs, the SEAT S.A team focused on adding visuals to ads, improving ad-copies, and testing new extensions. They also decreased CPAs by using bid strategies and the system’s AI to get the best of their budgets.

To master their visual impact on audiences SEAT S.A used image extensions for each ad across all their campaigns. Google displayed these images based on multiple factors like clicks, content, and keyword triggers to optimize the best performing ones.

From a data point of view, in Search SEAT S.A used Google Search Ads (SA360) to manage and monitor their Google Ads and Bing Ads respectively. The data sets tracked all the core essentials of paid search:

  • Keyword conversion performance
  • Ad copies
  • Audience data through all the custom bidding options available in SA360

Outcomes

The ‘Performance innovation program’ model has helped SEAT and CUPRA achieve one of their best tests which catalyzed their search performance in terms of the cost per visit (CPV), one of their main KPIs that signaled top of the funnel conversions. The cost per visit (CPV) improved by 30% and cost per acquisition (CPA) improved by 37%.

SEAT S.A (SEAT and CUPRA) are now equipped with new ways to deduce and analyze conversions on a market-to-market basis.

Sharing intelligence across diverse markets

After completing the testing phase, the SEAT S.A team and their global partner PHD Media reported on results and observations. Sharing their learnings and insights with other markets has empowered other teams to benefit from the knowledge and expertise derived from the successful test prototypes. Focusing on components that drive results has allowed the teams spread across to be challenged and has facilitated constant learning while embracing changes and new features. The SEAT and CUPRA teams are now strongly positioned to outperform the competition.

Gearing up for a cookie less future

Going cookie less will bring challenging times and impact the search channel. SEAT and CUPRA plan to counter this with the use of Google Analytics 4 (GA4) to maintain performance and target the right audience. Opening up to new visual formats like Discovery campaigns and MMA/MSAN from Bing will also take an important place within search in the future, as the core of search might evolve with more automation, less granularity and control.

Greater focus on measurement and a privacy-first future

The team is testing ‘consent mode’ with GA4 and ‘enhanced conversion’ to estimate the attrition due to privacy guidelines. They are also focused on identifying and designing a risk contingency plan for the paid search elements that they won’t be able to test in the near future.

“We are testing all the new solutions and features that Google is bringing to the market in terms of privacy and cookie less capabilities. Particularly, our testing is focused on deploying the full suite of Google Analytics 4 (GA4), site-wide tagging, consent mode, and enhanced conversions.

Additionally, we are also testing new audience segments that GA4 allows within a privacy first ecosystem on our paid search campaigns. We are seeing some positive and promising results.”

– Corinne Calcabrina, Global Media Manager at SEAT S.A

SEAT S.A and PHD Media are actively focused on Google solutions for mapping markets and audiences that are privacy compliant and applicable for targeting segments.

They are also working towards gathering and connecting first party data like CRM audiences and customer match solutions.


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The post How a testing model is driving SEAT and CUPRA’s search marketing performance appeared first on Search Engine Watch.

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Baby Racing Car Seat From Delta Children

January 10, 2022 No Comments

You read it right! Delta Children, the company known and loved for their eye-catching baby chairs and accessories, has created something for the little ones who were born with the speed in their veins.

Delta Children Sit N Play Portable Activity Seat for Babies is what you might call a sporty addition to the baby gear family. It is safe, comfortable, sturdy, and perfectly adjustable to any surface.

About Delta Children Portable Activity Chair

The Delta Children Sit N’ Play Portable Activity Seat will help your little one sit, interact, and play at home and on the road. The sturdy upright seat allows your baby to enjoy and interact with the world completely, while the beautiful design will look great in any room. The portable play seat is easy to fold for storage and take along, while the non-skid bottom will keep it secure on nearly any surface.

Your little one will love playing with the engaging race car-themed toys that help increase gross motor skills, and you’ll love how easy it is to clean–just remove the seat pad and pop it in the washing machine. The rest of the activity seat features water-and-stain-resistant fabric that’s easy to wipe clean!

This infant floor seat is perfect for traveling because of its innovative zippered design and convenient carry handle, which unzips to fold flat quickly.

Why choose a baby racing car seat?

Keeping your baby content in one spot is one of the most challenging tasks when it comes to caring for them. Babies love to move around and explore; they’re constantly crawling everywhere, looking for something they can pick up in their little hands, something that will bring them joy and entertainment.

This is where the Delta Children Sit N’ Play Portable Activity Seat comes in to help you. This product will have your child content on any surface, whether it’s at home or outside, on the porch, for example. You can place it anywhere, and your baby will be thrilled playing with the interactive toys that are included.

It is also vital to consider kids’ interests as soon as possible. You don’t want to wait until they’re older and have become bored with the toys you chose for them during their infantile stage. Let them play with what they enjoy, let them be kids while they still can, and once they get a bit older, things will start getting complicated because of what is expected from them in terms of behavior and maturity.

Quality kids’ chairs at your reach

Besides being a practical solution for your child’s entertainment needs, the Delta Children Sit N’ Play Portable Activity Seat is also very affordable. Now you can have a play seat for your infant that won’t break the bank as it costs just as much as other products on the market today.

Delta Children products were mentioned on ComfyBummy numerous times. You can, for example, see reviews for their amazing kids’ Frozen chairs or explore our guide to the Delta Children’s products.

You’ll never go wrong having Delta Children around. Their products are some of the most durable ones you’ll find, not only when it comes to kids’ furniture but also in terms of toys. Their quality is extremely high while their prices are fair enough that everyone can buy their products. You can find them on Amazon, where you can browse their many items and choose the one you like most.

The post Baby Racing Car Seat From Delta Children appeared first on Comfy Bummy.

Comfy Bummy


Why It’s A Bad Idea To Buy A Used Car Seat

November 8, 2021 No Comments

Here at ComfyBummy, we fight every day to keep your kids safe and comfortable.

Buying a used car seat is a bad idea for many reasons. Of course, the most obvious reason is that you don’t know how it was treated and if it has been in an accident, there’s no way of knowing. Secondly, the straps may be worn and not in the proper locking mode. Third, the seat itself may be broken in some way.

Lastly, you can’t tell if the seat has been recalled. If you get caught, the fine is up to $ 500 per item. In fact, it may be illegal in your state to even sell a used car seat!

If you purchase a new car seat, you know that there are no broken parts and that it hasn’t been in an accident before.

It is also worth mentioning that security features in kids’ car seats improve each year as technology progresses. Your child’s life is too valuable to consider buying a used seat. No matter how good the deal might be, buying a used car seat is never worth it.

Do Car Seats Have Expiration Dates?

Car seats have expiration dates. Most car seat manufacturers say their products should be replaced after 6 years.

When it’s time to replace your child’s car seat, remember that you may need to upgrade to a bigger model when moving from rear-facing to forward-facing and then again when moving into a booster seat.

How to check if car seat’s expiration date?

You can find the expiration date on the back of your car seat. Sometimes, the expiration date is printed on the bottom of the car seat. Some car seats have both.

If you can’t kids’ car seat expiration date, check the user manual or call the manufacturer’s customer service line for information about your specific seat model.

You’ll also want to replace a car seat that’s been involved in a moderate to severe crash. You’ll need a new one, period.

If the car seat was even mildly compromised in an accident or other incident, you risk injuring your child because of faulty materials and straps.

What about a minor crash? Even if there’s no apparent damage to your child’s car seat, you should have it checked out by a technician. For example, what looks like minor damage can mean that the internal parts are compromised. If so, this could lead to injury in the event of an accident.

Do car seat bases expire?

Car seat bases do expire as well. The expiration date of your base is printed on the bottom of the base. It’s usually six years from the date of manufacture.

There are a few things to remember about installing a base:

  • First, it has to be tightly installed using either LATCH or the vehicle’s safety belt.
  • Second, it’s not attached to the seat – so if you have to install the seat without its base for whatever reason, you need to remember how it was initially installed. This is important because some car seats are more easily installed with one method or another depending on the vehicle design.

The Safest Kids’ Car Seats Are Always New

Even paying an extra $ 200-300 for a new seat is more cost-effective than buying used. When it comes down to purchasing a new or used car seat, the answer is easy: Go with new. It’s not worth saving money at the risk of your child’s safety.

It is important to remember that safety has no price. There are too many risks involved in purchasing a used car seat, and it’s just not worth the risk.

We have prepared the below list of the safest car seats for kids to make it easier for you.

Maxi-Cosi Magellan XP Max All-in-One Convertible Car Seat

ASIN: B081K8DKBP

The Maxi-Cosi Magellan XP All-in-One is the safest car seat available. Its AirProtect technology uses energy-absorbing foam to distribute impact forces away from your child’s head, neck and chest through the side of the car seat.

We call it “the Mercedes Benz of Car Seats.” This car seat has passed every test, both in the USA and Europe.

It also has easy-to-use LATCH connectors that will save you time when installing by yourself.

Children develop at different rates; therefore, you may modify the torso up or down to optimize side impact protection to your child’s size. ClipQuik’s auto-magnetic chest clip makes it simple to open with one hand but difficult for kids to unbuckle.

The Magellan XP Max all-in-one Car Seat was created to offer ultimate safety and comfort in mind.

Britax Advocate ClickTight Anti-Rebound Bar Convertible Car Seat

ASIN: B07962ZKK8

The Britax Advocate has a SafeCell Impact Protection base that absorbs crash forces with energy-absorbing materials.

The headrest is adjustable both vertically and laterally to ensure the best fit for your child. The deep side walls are lined with energy-absorbing EPP foam, which limits forces through your child’s body in the event of a crash.

The Advocate is straightforward to install with the ClickTight technology, which ensures that the seat is installed tightly and correctly every time. The harness height can be easily adjusted without re-threading.

Britax made the Advocate Clicktight convertible car seat because they understand how hard it is to leave your child in someone else’s care. They wanted to make sure that your child is as safe as possible, even in an emergency.

That’s why they’ve created the safest car seat available on the market today.

Chicco Fit4 Adapt 4-in-1 Convertible Car Seat

ASIN: B09311PL54

The Fit4 is a safe car seat that will grow with your child. It has 4-in-1 design features: infant, rear-facing travel system, forward-facing, and booster.

Your child can be secured using the 5 point harness until they exceed its weight limit (40 pounds). Then, you can utilize the belt-positioning clip to switch to booster mode easily.

The Fit4 adapt convertible car seat comes standard with the RideRight bubble-level indicators, which work to ensure that your child is sitting in the proper position as you adjust and tighten the harness. The indicator makes it easier for parents who don’t feel confident assessing this themselves.

The Latch connectors make it easy to install the car seat. The Fit4 adapt features the one-pull tightener, enabling you to quickly tighten the harness without re-threading it through complicated back panels.

Chicco made this car seat with all different types of parents in mind. Whether grandparents are watching the kids, they’re helping out babysitters, or they’re just dealing with a busy schedule, this car seat will make it easier for you to go about your daily routine.

Graco Extend2Fit 3-in-1 Car Seat

ASIN: B084QD3HHW

The Extend2Fit is the only car seat you’ll ever need. It has extra legroom and a longer seat bottom, making it easy for your child to sit comfortably throughout their entire childhood.

The main highlights of this car seat are the 10-position extendable headrest, 4-position extension panel, and 6-position recline. Thanks to those, you can extend the car seat to provide additional protection as your child grows.

There’s also a removable infant body support that offers extra comfort for smaller children.

The Graco Extend2Fit has an InRight LATCH system, which makes installing a cinch. There are also 2 hideaway cup holders, which provide a place to store drinks and snacks during long trips.

Summary – What To Look For In A Car Seat For Kids?

The protection of your children is the most crucial aspect of car seat shopping. Some car seats are safer than others, which means they absorb more impact in the event of an accident.

It’s also essential to consider ease of use and comfort when picking out a new car seat. You want something that will make it easier for you to go about your daily routine.

Many car seats are 3 in 1, which means they can be used for more than one growth stage. These types of car seats can grow with your kids, so you don’t have to purchase multiple seats throughout the years.

Some convertible car seats also provide extra head and neck support for young children. This ensures that their head doesn’t wobble around during a car ride.

Most importantly, make sure you do your research before purchasing any car seat. You can check out reviews online or ask friends and family for advice before making a big purchase.

The post Why It’s A Bad Idea To Buy A Used Car Seat appeared first on Comfy Bummy.

Comfy Bummy


Alexis Ohanian steps down from Reddit board, asks for his seat to go to a black board member

June 6, 2020 No Comments

Alexis Ohanian, the founder and former CEO of Reddit, stepped down from his position on the company’s board Friday as the U.S. roils with nationwide protests against police brutality after Minneapolis police killed George Floyd, an unarmed black man.

Ohanian is calling on the company he founded to fill his position with a black board member, a high-profile step for a company with its own rocky track record around issues of race.

“I believe resignation can actually be an act of leadership from people in power right now,” Ohanian said in his announcement. “To everyone fighting to fix our broken nation: do not stop.”

 

With the decision, Ohanian also announced that future gains of his company stock would be invested in the black community, “chiefly to curb racial hate.” That amount could total to around $ 50 million, according to reliable sources. His first move will be to give $ 1 million to Know Your Rights Camp, an organization founded by Colin Kaepernick that focuses on self-empowerment and safety for black and brown communities.

Many leaders within tech are calling for the industry to have its own reckoning with entrenched racism, an effort Ohanian’s move may amplify. Tech companies have long been criticized for their broad lack of black leadership at the highest levels, a failing that likely factors into their myriad policy failures around race — like the fact that Facebook only banned white nationalism one year ago.

“I co-founded @reddit 15 years ago to help people find community and a sense of belonging. It is long overdue to do the right thing. I’m doing this for me, for my family, and for my country” Ohanian wrote on Twitter. “I’m saying this as a father who needs to be able to answer his black daughter when she asks: ‘What did you do?’ ”

Update: Reddit CEO Steve Huffman (u/spez) said that the company would honor the request to bring on a black board member in Ohanian’s place.

Ohanian stepped away from his daily duties at Reddit in 2018 but kept a seat on the board at the time. His transition to being more hands-off at the company he founded has been gradual over the last few years as he spent more time on Initialized Capital, an early-stage venture fund he co-founded. In recent years, Ohanian has also become a more outspoken advocate for policies like paid family leave, calling for more equitable, flexible leave policies and citing his own experience as a father. In 2017, Ohanian had a daughter with his wife, tennis legend Serena Williams.

Reddit occupies a unique place among social media platforms. It has largely avoided the spotlight of platforms like Facebook and Twitter, but not for lack of its own systemic problems. Though it hasn’t been as high-profile, the platform has faced its own reckoning around harmful content in recent years for hosting virulently racist content on subcommunities like r/blackpeoplehate, r/The_Donald and others. Reddit has taken action against those communities over time, either banning them outright or placing them in a state of “quarantine” where they are not surfaced in search or recommendations and require a user to click through to view them.

The company’s history with diversifying its leadership has been spotty. In 2015, internal turmoil at the company and a backlash from its users led to the resignation of the company’s interim CEO, Ellen Pao. As we reported in 2016, more than a dozen senior Reddit employees, many of them women and people of color, left the company in the resulting tumult. As it continued its overdue campaign to crack down on violence and hate speech, Reddit brought in its first female board member, Porter Gale, last year.

In a post on Reddit, Huffman also addressed the company’s troubled history of allowing often violent and extreme racist content to flourish on the platform.

“In 2018, I confusingly said racism is not against the rules, but also isn’t welcome on Reddit. This gap between our content policy and our values has eroded our effectiveness in combating hate and racism on Reddit; I accept full responsibility for this,” Huffman said.

He also acknowledged concerns from employees about the company’s policy decisions, expressed this week in response to an email he sent out about ongoing protests and the killing of George Floyd.

“These questions, which I know are coming from a place of real pain and which I take to heart, are really a statement: There is an unacceptable gap between our beliefs as people and a company, and what you see in our content policy,” Huffman said.


Social – TechCrunch


Reddit’s Cofounder Wants a Black Person to Take His Board Seat

June 6, 2020 No Comments

Alexis Ohanian’s resignation is among the most dramatic responses in the tech industry to the killing of George Floyd.
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