Case Study: 3
Client Industry: Retail (Home Improvement)
Technique: Search Retargeting
Background:
This large US retailer was able to focus on driving sales for two specific outdoor consumer products by using search retargeting. Search retargeting combines the power of search data with the scale, cost efficiencies and graphical impact of digital display advertising.
Solution:
The advertiser used search data to reach relevant in-market shoppers driving sales for its outdoor products. The advertiser expanded upon their search campaign, leveraging search retargeting to move beyond the search engine and retarget consumers who had previously searched for relevant keywords. For example, display ads were targeted to users who searched for keywords related to the “lawn & garden” and “outdoor cooking” categories.
Results:
- The return on ad spend (ROAS) was 297% above the client’s goal.
- The campaign achieved the most cost efficient CPA at 17% below the campaign average for one of the retailer’s outdoor products.
- The ROAS was 20% greater than the campaign average.
Further Reading:
http://www.magnetic.com/wp-content/uploads/2013/02/Magnetic_Retail_CaseStudy.pdf
