Media efficiency for Globus with personalization, 1P data, and Customer Match
Intro
By consolidating the funnel strategy, personalizing user engagement, and using Customer Match, e-dialog improved both performance and audience targeting for Globus, as well as media efficiency.
Challenge
GLOBUS recorded a decline in ROAS – triggered by issues with the pacing of its remarketing ads as a direct result of decreasing website traffic. To find a solution, the team initially tried changing its creative assets monthly – targeting them at audiences and customers who were already buying from them.
Goals
- Better media efficiency through personalization
- Better campaign KPIs
- Personalization of user engagement
Expanding our existing solution and consolidating our funnel strategy in DV360 led to data-driven, personalized user engagement and better performance.
Andreas DeBais, Head of Online Marketing, GLOBUS, Switzerland
Measures
To fill remarketing audiences and avoid high CPMs for reaching similar audiences, a new upper-funnel level with its own targeting and creative strategy was implemented using Google Audiences. In addition, Customer Match was used, along with specific audience targeting via Combined Audiences linked to the most important product categories.
Results
Implementing the awareness funnel step with Combined Audiences and Customer Match targeting led to full pacing and a lower CPM. The funnel expansion with personalized targeting and a creative approach also increased ROAS and CTR. Creative executions were also tailored to specific user types.
- % ROAS (with personalized ads)
- % CPM (plus full pacing via Google Audiences)
- % CTR (with personalized ads)
