For a similar cost to regular display this pioneering campaign succeeded in lifting both brand favorability and purchase intent in one single ad.
Micro-conversions results were significantly better than Ford’s benchmark. Moreover in AdLingo’s first-ever Brand Lift Study, Ford achieved outsized lift across key mid-to-lower funnel metrics.
Ford achieved a 54% relative lift in consideration, which is higher than the automotive industry benchmark. They also achieved a 38% relative lift in purchase intent. This was also higher than the automotive industry benchmark. Finally, they also reduced their cost per micro-conversion, a key indicator for Ford’s marketing activities, by 40% compared to the Ford benchmark.
After these great initial results, Ford is now rolling out more conversational assistants with Spectrm and Google AdLingo Ads.