When it comes to designing new vehicles, breaking new ground takes plenty of extra time and resources. The experience of adopting a new search ad format proved very different. “The experience was really good and user-friendly,” says Alvise. “Once we’d finished the initial set up, it took just a few minutes to insert all the assets and information.”
That minimal initial effort quickly delivered maximum rewards. When Nissan added Multimedia Ads to its branded keyword campaigns, it saw its click-through rate (CTR) for each ad group climb by 34%. When targeting competitive generic keywords, the boost to performance was stronger still, with a 63% CTR increase. Overall, Multimedia Ads delivered a 49% increase in CTR while cutting cost per click (CPC) by 39%.
“It’s not just the Multimedia Ads themselves that drive the performance,” explains Michele. “The biggest increases in CTR that we saw were on the traditional search ads that appear in the same ad groups as the Multimedia Ads. People still engage with the search ads as their action—but the visual impact of Multimedia Ads grabs people’s attention and ensures your search ads stand out.”
It’s a rise in performance that is quickly steering Nissan towards new uses for the format. “The next step is to use them to drive wider awareness of the relevant offers on the website,” says Alvise. “It’s a powerful way of delivering that message to people interested in Nissan’s products.”