Global Search Awards
Best Use of Search – Automotive (Large)
CROP – From local garage to European powerhouse
CROP – From local garage to European powerhouse
+29.42%
revenue growth: (2024) vs (2023)
+215%
Growth in Performance Max Asset revenue,
+19.92%
ROAS
+36%
SEO revenue
What
Pan-European growth without compromising ROI or scalability.
Awards
European Search Awards
Best Use of Search – Automotive (Large)
How
A data-driven and AI-powered full-funnel approach
Follo developed an integrated search strategy where all optimizations — from product pages to campaign structure — were driven by first-party data.
Core of the approach:
- Automated optimization of Feed, PDPs, and PLPs in seven languages
- Performance Max asset automation based on feed data and performance
- Relevance-driven keyword mapping via Search Console, BigQuery, and GAI
- International content translation via AI, with local validation and bulk publication in Magento
Through this approach, search performance was continuously adjusted based on real-time results, allowing local markets to scale quickly — with minimal manual intervention.
From search term to dynamically optimized PDP
AI as a growth accelerator on product pages
Through continuous analysis of search queries from Google Search Console and Merchant Listings, gaps in PDP (feed) content were automatically identified.
An AI-based script enriched titles, descriptions, and product texts in real-time with relevant keywords. At the same time, irrelevant matches were excluded via dynamic include/exclude lists. This workflow optimized over 8,000 SKUs, spread across seven languages.
New category pages based on search query, not volume
PLP automation from TOFU/MOFU intent
Using machine learning and SERP clustering, new PLPs were periodically flagged and created based on search queries that did not fit PDPs.
Once a new PLP started ranking, it was automatically added to DSA campaigns. Internal linking structures were dynamically adjusted.
International translation and validation
AI translation, local nuance
New PDPs and PLPs were directly translated into seven languages via AI. Local keyword research was integrated into the script, with feedback from native reviewers. This resulted in a scalable and culturally appropriate localization strategy.
AI-driven budget allocation and asset quality
Performance Max asset optimization
The asset groups within PMax were restructured per product category and target audience. AI detected high-performing assets, reallocated budgets, and automatically excluded underperforming pages. Custom scripts adjusted bids based on performance at the asset level.
