{"id":13978,"date":"2020-04-28T00:00:00","date_gmt":"2020-04-28T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\/"},"modified":"2026-02-27T11:08:02","modified_gmt":"2026-02-27T11:08:02","slug":"acquire-more-new-customers-with-weighted-conversions-in-search-ads-360","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\/","title":{"rendered":"Acquire more new customers with weighted conversions in Search Ads 360"},"content":{"rendered":"<h2>Goals<\/h2>\n<ul>\n<li>Acquire more new customers<\/li>\n<li>Reach new target audiences<\/li>\n<li>Reduce Google Ads spend in the process<\/li>\n<\/ul>\n<div id=\"highlight-text-block_ea4f159c67e3565f2f1f5a54776bdfae\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">SA360 was the perfect tool to help us reach our business goals by using bid strategies based on custom floodlights.<\/h3>          <div class=\"content__text\"><p><cite>Andreas DeBais, Head of Performance Marketing <\/cite><\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewbox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\"><\/path>\n      <\/svg>\n      <\/div>\n<\/div><div id=\"basic-content-block_3b5098277aeb8cef4f64c6ba8ada18cc\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Strategy<\/h2>\n<ul>\n<li>Improved and expanded search ad strategy<\/li>\n<li>Campaigns segmented into new and existing customers<\/li>\n<li>Custom Floodlight dimensions in SA360<\/li>\n<\/ul>\n<h2>Measures<\/h2>\n<p>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&rsquo;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.   <\/p>\n<h2>Results<\/h2>\n<p>Thanks to this new setup, Globus was able to manage, optimize, and analyze its campaigns based on a new-customer focus.<\/p>\n<p>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%. <\/p>\n<p>Globus is now expanding its search ads strategy by incorporating purchase history and whether previous orders were placed online or offline into bid management.<\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_6690bcb1fe57e6687d552a49803650c5\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"36\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Customer transactions<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"76\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">New-customer revenue<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-down-right\"><\/use>\n                <\/svg>\n                            <span data-count=\"29\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Spend<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[446],"channel":[455],"country":[470],"goal":[464,466],"industry":[474],"c-year":[67],"class_list":["post-13978","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-campaigns","channel-search","country-switzerland","goal-lead-gen","goal-performance-marketing","industry-retail","c-year-67"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Globus: +76% new-customer revenue | e-dialog<\/title>\n<meta name=\"description\" content=\"Migros subsidiary Globus increased new-customer revenue by 76% with SA360 and reduced media spend by 29%. Get advice on tailored search ads strategies now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/success-story\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Acquire more new customers with weighted conversions in Search Ads 360\" \/>\n<meta property=\"og:description\" content=\"e-dialog\" \/>\n<meta property=\"og:url\" content=\"https:\/\/e-dialog.group\/en\/success-story\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\/\" \/>\n<meta property=\"og:site_name\" content=\"e-dialog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/edialog.group\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-27T11:08:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png\" \/>\n\t<meta property=\"og:image:width\" content=\"920\" \/>\n\t<meta property=\"og:image:height\" content=\"713\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\\\/\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\\\/\",\"name\":\"Globus: +76% new-customer revenue | e-dialog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/acquire-more-new-customers-with-weighted-conversions-in-search-ads-360\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/mobiliar-outage-tracker.png\",\"datePublished\":\"2020-04-28T00:00:00+00:00\",\"dateModified\":\"2026-02-27T11:08:02+00:00\",\"description\":\"Migros subsidiary Globus increased new-customer revenue by 76% with SA360 and reduced media spend by 29%. 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