Intertop Case Study: Discovery Ads for Placing Ads on YouTube and Gmail
Niche: Footwear, clothing, accessories.
Results: CPA dwindled by 22 times and the total number of conversions increased by 6.5 times.
The Client
Intertop is the Ukrainian market leader for the offline sales of brand clothing and footwear. This brand has been active in Ukraine since 1994. The company’s online shop brings together all multi- and monobrand retail stores into a unified and all-encompassing model.
The Challenge
During our cooperation, we decided to try out a new (at that time) instrument — Discovery Ads. Today, anyone can use it, but only its beta version was available back then.
Discovery Ads are targeted at users who are not interested in anything particular and are open to different offers. The main goal of such campaigns is to offer users fresh content that they could potentially find interesting.
The Solution
For the duration of the test period, which lasted from January 16 to February 10, 2020, we launched six campaigns with the aim of reaching the target CPA.
The following targeting was used within the framework of the campaigns:
- the audience of users similar to those who placed an order;
- the audience of interested buyers in the categories of clothing/footwear;
- a special audience of intended users who make a purchase for each brand. While setting up the audience of intended users, we created audiences not solely according to the key words in categories such as footwear/clothing, but we also created these for each particular brand.
The Results
During the test period of the Discovery Ads campaign, we came second after other media campaigns only in the category of the number of impressions. In other categories, we achieved total dominance.
Comparison between indicators of the GDN (Google Display Network) and Discovery Ads campaigns
Here are the key takeaways.
- CPA dropped by 22 times.
- The total number of conversion increased by more than 6.5 times.
- CPC decreased by 3.5 times.
- CTR increased by 2.6 times.
- CPM shrank by 1.3 times.
- The costs dropped by 3 times.
It is worth noting that the bulk of conversions (about 80%) were view-through conversions, further proving the importance of taking post-view conversions into consideration while assessing media campaigns.
The results of these campaigns could also be attributed to the fact that the ads were shown to a "cold" audience with the exception of users who had visited the website before.
The total number of conversions = view-through conversions + click conversions + cross-device conversions.
Read more:
Related Articles
How to Set Up Form Submission Tracking in Google Analytics 4
I have prepared a step-by-step guide on how to set up form submission conversion events using Google Analytics and Google Tag Manager
How to Set Up End-to-End Analytics for a Leading Employment Agency in Europe
Here's how the web analytics team collected data from advertising accounts, analytics, and CRM systems and generated general reports
SEO vs. PPC vs. SEM: What’s the Difference and Which One Should I Choose?
In the article, I will tell you about the features of all three promotion methods and prepare a tool with the help of which you will find the best solution for you