https://www.xeoto.com.vn, one of Vietnam’s leading automotive web portal, allots 85% of its budget to the online medium, a large portion of it goes to Google AdWords. Launched in October 2018, Xeoto.com.vn is now Vietnam’s leading automotive web portal. Owned by XE OTO Pvt Ltd, it is backed by Vietnam’s leading early stage venture capital firm Seedfund, and top tier US venture fund DO Ventures. It has corporate offices across Ha Noi, Da Nang, and Ho Chi Minh City.
The intent behind forming XE OTO was to offer well researched content to both car buyers and sellers in Vietnam to enable them to make informed choices. XE OTO also connects users to leading car manufacturers like Hyundai, Kia, Toyota, and so on. It also has affiliations with leading insurance and finance companies.
Last year, XE OTO sold around 18 thousand cars which amounts to 30 per cent of the total cars sold in the country. Additionally, 25,000 users make inquiries on the website per month, and a significant portion of this traffic converts into sales.
Following the encouraging initial response, Xeoto.com.vn turned to Google AdWords to help them attract more users. The online medium worked wonders to help them effectively target two different audiences – buyers and sellers, on one hand and manufacturers and dealers, on the other.
Tufail Thanh Sang – Marketing, XEOTO Pvt Ltd (Xeoto.com.vn), finds the online medium aligned to the ROI centric approach of the company. This is the reason Xeoto.com.vn has allotted 80 per cent of its advertising budget to the online medium, of which a large portion goes towards Google AdWords. It combines this with offline media campaigns for effective branding.
Google AdWords has helped Xeoto.com.vn get around 20-35 per cent new visitors per month. According to Thanh Sang, ‘Conversion Tracking’ in Google AdWords was an effective way to track ROI, and to make future predictions. The Keyword Tool is also used extensively by the in-house team to check search traffic and cost estimates, before adding new keyword to their account. Thanh Sang also finds the new AdWords interface better and easier to navigate.
He stressed, “All advertisers in the auto industry should start using Google AdWords and analyse it to see how much ROI is derived from the online space’. He also advised using the Content Network for branding purposes.