Display campaigns are designed to maximize reach. By using an open internet display platform, the distribution of the campaign is not limited to Google search partners and third parties, as is the case with Google Ads.
To activate the target audience, creative content featuring transactional keywords and a CTA button was employed. Previous successes have shown that video content yields higher interaction and success rates compared to image content.
The campaign began with a single ad group for prospecting to identify the potential audience. Once sufficient data was collected, a second ad group was launched in parallel for retargeting to re-engage the audience.
Advies zonder verplichting?
Working together with a goal- and process-oriented approach.
Please fill in your details below. Our specialists will contact you as soon as possible for a free consultation.
About Jack's
Jack’s Casino is the (online) casino for everyone aged 18 and over. With over 30 casinos, you can enjoy games and entertainment in a lively and welcoming environment. In addition to a wide range of slot machines, regular prize draws and events are also organized.
Challenge
In addition to its many physical casinos, Jack’s also offers an online casino. The marketing goal was to increase registrations for the online casino. Achieving a high reach with the target audience, activating them to register, and adding game credit were essential objectives.
Forecast
In the forecast for this display campaign, a distinction was made between the two ad groups, as each serves a different purpose.
For branding, focused on reach and awareness, the estimated number of impressions was 2 million over two months.
For retargeting, targeting the previously reached audience, the estimated number of impressions during the same period was 200,000.
The campaign was considered profitable if a CPC (cost-per-conversion) of under €100 was achieved.
Results
Throughout the campaign, a total of 3.3 million impressions were achieved: 3 million from the prospecting ad group and 0.3 million from the retargeting ad group. The CPC was €8.00 for the prospecting audience and €17.23 for the retargeting audience. This can be explained by the fact that the prospecting audience had 10 times more impressions, resulting in a more even distribution of costs across performance.
Since the forecast was significantly exceeded with 1.3 million more impressions and an average CPC of €11.10 compared to the budgeted €100.00, this campaign can be considered highly profitable.
Finds
After the campaign went live, it was optimized based on the insights gained. This included analyzing demographic data, domains with the highest number of impressions/CTR/ROAS, and the customer journey from the first impression to conversion.
By optimizing, underperforming data was excluded or paused, and focus was shifted to profitable data to use costs as efficiently as possible.
After sufficient data was gathered, the campaign was expanded with retargeting. This audience comprised individuals from the acquired pool who had already shown interest and purchase intent.
More info?
Curious about the possibilities for your specific goals?
Feel free to contact our online marketing specialists for any questions about our services, or more information about this case.
