Leveraging Audiences and maximizing ROI for Online Strategy

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Leveraging Audiences and maximizing ROI for Online Strategy

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Leveraging Audiences and maximizing ROI for Online Strategy

“Through DoubleClick Bid Manager and DoubleClick Campaign Manager, we were able to consolidate and segment our audience data resulting in the ability to run efficient and effective online campaigns.”

Challenge

Our client has a precise consumer segmentation strategy guiding their marketing activities, much like other Telecom providers. The main goal of this project was to effectively execute their strategy online by driving prepaid users to refill their accounts.

Consumer

  • Online users and smartphone users in Kuwait

Plan or Strategy

Performics (Vivaki) utilized the DoubleClick Campaign Manager to tag the client’s site and conversion pages, enabling a clear segmentation of consumers by their plans. Performics also structured the campaign to drive users to the “refill” homepage and re-target those who had already visited the homepage. Our client utilized proper tagging, segment their audience, consolidate across exchanges, and channels at an affordable cost.

  • Offered a special promotion on prepaid refills, offering 50% discounts for those who refilled their account within a month
  • Sought to boost conversions at the lowest CPA possible since prepaid users have a lower ROI on each conversion as opposed to postpaid consumers

Results

Achieved a staggering 88% reduction in CPA through effective programmatic tactics:

  • 54% lower CPM
  • Consolidated activities across display, social, desktop, and mobile
  • Boosted conversion volumes by 200%
  • Reached the right consumer segment audience with the right message

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