Acquire more new customers with weighted conversions in Search Ads 360
Intro
Migros subsidiary Globus is a Swiss institution as a leading premium department store. The main focus of Globus’ digital strategy is to generate higher market share, so the challenge was to acquire new customers while meeting specific KUR (cost-to-revenue ratio) targets.
Goals
- Acquire more new customers
- Reach new target audiences
- Reduce Google Ads spend in the process
SA360 was the perfect tool to help us reach our business goals by using bid strategies based on custom floodlights.
Andreas DeBais, Head of Performance Marketing
Strategy
- Improved and expanded search ad strategy
- Campaigns segmented into new and existing customers
- Custom Floodlight dimensions in SA360
Measures
To acquire new customers and reach new target audiences, three fundamental steps were taken. First, the right Floodlight dimensions were set up to include information on each user’s customer status. Second, a bid strategy had to be created that uses these Floodlight dimensions and re-evaluates the conversion value according to customer status. In addition, the existing campaign setup had to be split into new-customer and existing-customer campaigns.
Results
Thanks to this new setup, Globus was able to manage, optimize, and analyze its campaigns based on a new-customer focus.
The setup includes two different languages and three ad accounts, including Bing. By using Search Ads 360, new-customer revenue was increased by 76% and media spend across all these accounts was automatically reduced by 29%.
Globus is now expanding its search ads strategy by incorporating purchase history and whether previous orders were placed online or offline into bid management.
- % Customer transactions
- % New-customer revenue
- % Spend
