What made this project collaboration so unique and successful was the complete integration of creative and media. Elespacio and DQNA worked side by side as one team at every phase of the project from strategy, design and build of creatives, to the set up of campaign manager and DV360, as well as the daily management of dynamic campaigns on Google's DSP (demand-side platform).
All the tools you need – going for GMP ́s full potential
Implementing Google Marketing Platform
We implemented Google ́s GMP technology starting with Studio, Campaign Manager and DV360, in order to run dynamic and real-time bidding campaigns for prospecting and retargeting on Google’s extensive DSP. Good implementation is key to delivering on campaign results, especially when it comes to floodlights activities, audiences and reporting configuration on Campaign Manager.
Mid and lower funnel strategy
Our ambition was to reach the technologies full potential to deliver highly relevant messages to the right user in real-time. Our funnel strategy had two key campaigns: a mid-funnel one targeting custom affinities with an inspirational message aimed at letting users discover Victorinox collections on the website. The second campaign re-targeted users with products they had shown interest in when visiting Victorinox.com.
Mid-funnel – prospecting
- Target custom affinities and purchase intent
- Organise by product categories
- Address user segments
- CTA: discover collection
- Audience lists based on website interaction (Floodlights)
- Ads show product seen or added to cart
- Conversion driven
Tools used (for visuals)
- Campaign Manager
- Tag Manager
- Data studio
The special gadget – Data visualization & reporting
To support the client team with monitoring results and reporting, our team built simple and effective data dashboards using Google Data Studio. Among the reporting metrics were ROI, CPA and conversions. Good data visualization is meant to provide a clear storytelling in a modern and engaging way, by highlighting what's important and allowing for actionable insights and conclusions.
More relevance, better results
When we compared their results from previous display campaigns with the dynamic one running on GMP, we saw a significant increase in the KPIs across the board. It’s official: better targeted and personalized messages lead to better results!