Best Use of Paid Search

PHD UK

ŠKODA

PHD UK's AI’mpactful Paid Search campaign for ŠKODA revolutionised the brand’s digital marketing strategy, earning them the Best Use of Paid Search award. In a competitive automotive landscape with a 14% increase in interest for terms like "car," PHD UK developed the Machine-learning Marketing Platform (MMP), a bespoke AI-powered solution to optimise digital performance.

MMP used advanced machine learning techniques to assign weighted values to key customer interactions, continuously adjusting based on real-time data. This allowed ŠKODA to efficiently target high-value conversions, optimising both brand and generic search campaigns.

The results were impressive: a 21% reduction in cost per acquisition (CPA) for branded searches and an 88% decrease for generic searches. This innovative AI-driven approach redefined what success looks like in paid search for ŠKODA and is now being implemented across all Volkswagen Group brands.

Judges Comments

“The campaign achieved exceptional results, with significant reductions in CPA and substantial increases in high-value leads. The detailed performance metrics and positive testimonials from SKODA and Google highlighted the campaign’s effectiveness.”