Zukunftsinstitut achieves a sensational awareness boost with Demand Gen campaigns
Intro
The German Zukunftsinstitut uses various channels for digital campaigns across all funnel stages. e-dialog challenged the proven setup for awareness campaigns and optimised it based on testing data. The result is a strong upper-funnel setup and a boost in awareness of the client’s services.
Challenge
To generate more attention for a specific product of our client Zukunftsinstitut, we launched an A/B test between the new Demand Gen campaign format and the old Display campaign format. Both formats were used to reach users in the upper to mid funnel.
Our recent experience with Google Display and Google Demand Gen has confirmed our enthusiasm for the new approach. We are pleased with the success we have achieved and look forward to continuing to pursue innovative paths in the world of digital advertising.
Milian Lazarevic, Digital Marketing Specialist, Zukunftsinstitut
Measures
Typically, the products were promoted in the upper to mid funnel via the Display Network in addition to Search. We have now taken the opportunity to also test the new Demand Gen campaign format for SEA campaigns in order to generate more relevant traffic for the client. The results speak for themselves. The new Demand Gen campaign format truly lives up to its name and has prominently positioned the new product in the minds of potential customers.
Results
Thanks to the new upper-funnel campaign setup, Zukunftsinstitut was able to record a significant awareness boost. With the Demand Gen campaign, in addition to increasing clicks by 333% and impressions by 479%, a CPC that was a substantial 77% lower was achieved compared to Display.
- % Click
- % Impressions
- % CPC (Cost per Click)
