Measuring a Meta ad campaign's impact on other paid media channels

Europcar Mobility Group is a major vehicle rental services provider in Europe. The company offers a wide range of car and van rentals to individuals and businesses, relying on a fleet of more than 250.000 vehicles. Europcar Mobility Group delivers its mobility solutions via a network in 140 countries (including 16 fully owned subsidiaries and franchisees, as well as alliance partners).

Europcar Mobility Group had previously invested its marketing dollars on paid media channels like paid search, organic search, pay per click and search engine optimisation. The team next wanted to investigate and assess the impact that its Meta ad campaigns have on these other types of paid media. Europcar partnered with its media agency, Artefact, to implement a conversion lift study to measure ad campaign performance across all channels.

The team first designed and ran a campaign using various automated Meta ad products. These included:

• Advantage+ shopping campaigns: these use artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes
• Advantage+ creative: Europcar Mobility Group uploaded its online product catalogue to Facebook and the machine learning capabilities automatically pulled photos of relevant vehicles
• Advantage+ creative for catalogue: these automatically selected numerous ad formats, images and messaging variations

• Advantage+ catalogue ads for broad audiences: these enable advertisers to automatically reach net new people by showing them highly relevant ads based on expressed online interest in the advertiser’s products or services

Europcar Mobility Group’s ad creative showcased a variety of vehicle makes and models, and included a Book now button that linked to the company’s website. The team showed the ads to adults aged 24 and over living in Italy, the Netherlands, France, Poland, Spain, Portugal, Belgium, Ireland, Germany, Sweden, UK, Czech Republic, Finland, US, Turkey, Australia and New Zealand.

It then re-engaged with the people who had visited its website and added an item to cart, but did not purchase, by showing them additional ads. The team used the Advantage+ campaign budget feature to automatically distribute the budget across the best-performing ad sets in real time, and automatic advanced matching to accurately attribute online sales back to specific purchasers.