MixDigital

Client — one of the biggest real estate developers in the Kyiv region

Business goals:

Growth of flat sales in residential complexes

Campaign goals:

Build effective reach among target audience with the help of  Display & Video 360 to generate demand and to increase the number of leads.

Implementation:

A similar promotions approach in Display & Video 360 was used for all residential complexes:

1. Floodlight tags were set up to collect audiences and to track conversions. Also, additionally, High-Probability Lead goals were set up – users, who visited the website and were similar based on behavioral factors to those users who eventually became leads  This allowed for the collection of more data on conversions at the start, and for optimization of campaigns for them.

2. The campaign’s structure was built based on the target audience’s segmentation and DV360 optimization. The campaign was set up with a purchase, based on CPC and optimization for CPA.

3. For identifying the target audience at the get-go, the campaign was set up for various segments by interests, intentions, interested buyers, 3rd-party audiences, website categories and keywords. As data was collected, less effective target audience segments were excluded, and new Look-a-Like ones were added on the basis of audience profile analysis, which was made possible by DV&360.

4. Working on creatives, various formats were tested, communications, and visuals. Ineffective creative were terminated and new ones added as the TA was burning out.

5. Effectiveness of different TA segments and the creative were valued not only based on post-click conversions but also based on post-view. As the cycle of user’s decision-making process in this particular product is quite long. 

Results:

Within 3 months, 50 leads were received, 75% were post-click.  We managed to reduce CPC by 45%. CPC for the last month of placement was 2.2UAH. CTR was 0.45%, and it grew by 15% for the campaign's duration.

Insights:

• The Yeast sales in 2019 decreased by 11% compared to 2018.

• We needed to promote a new product with a small market share. 

• Target audience — newbies in baking, young women and families, 25-40 y.o. with mid and higher profit, residents of cities with more than 100 000  people 

The quarantine had just begun, people were locked in their homes for the first time in their lives. So we have launched a campaign and the following was predicted:

• Sales increase by 35% over the same period in 2019.

• Market share of a new brand “Duhmyana Hata” increases from 6 to 9%.

• Our campaign was aimed at increasing awareness, stimulating trial purchases, reaching at least 11 million of target audience (of which 4,5 million were in Digital), as well as brand consolidation.

Communications mix consisted of:

• Outdoor advertising

• Trade marketing

• YouTube

• Bloggers

• Radio

• Press

• Internet

We have combined tools and formats. The main budget was spent on buying ad impressions using Programmatic in Admixer.DSP and Display & Video 360.

We spent:

• 90% of our budget — on Display & Video 360 and our costs were split as follows:

• 70% — on YouTube

• 10% — on Video SSP

• 10% — on Banner SSP.

We spent another 5% on Admixer.DSP (Video SSP) and the remaining 5% on Google Ads search campaigns.

To build effective reach and memorability, we've split the ad campaign into several flights:

• First, the videos were launched for 15 seconds to generate knowledge of the brand and product. 

• We then used 6-second videos (based on target audience data) to complement the reach of cheaper CPR and build brand attitudes.

• Simultaneously with all the activity, we launched advertising: banner and Google search.

YouTube Advertising Memorability:

• 1.3 million users involved

• UAH 0.12 — the cost of the involved user

•  + 21.7% — absolute growth

• + 160.2% — relative growth

Memorable DV360 Video Advertising:

• + 12.3% — absolute growth

• + 105% — relative growth

Sales growth — 156% compared to the same period in 2019

Business goal: 3:1 ROI in digital

Ad campaign goal: 

• Generate relevant traffic to the website

• Conduct A/B testing to improve the campaign’s results

• Increase ROI and decrease ERS

• Increase sales on eCommerce website in the beauty category

Approach, tactics, and tools:

• We audited the settings of GTM, Google Analytics, Google Ads, Merchant Center, and Facebook Ads. Identified pain points and areas for growth.

• In Google Analytics, we completed a set-up of interactions, in order to track the customer journeys. We identified weak points, applied changes. CR increased by two times.

• Configured links between GA360, Campaign Manager, and Search Ads 360. Created interactions in Floodlight, which were used later for campaign optimization in SA 360.

In Google Ads, the campaign organization was reworked. The following was set up:

• Shopping campaigns. The percentage of impressions in search results increased, we attracted more target users.

• Search campaigns on brand and category search queries. To work with category queries, DSA campaign was set up.

• Dynamic remarketing and remarketing to those, who choose products, but didn’t buy. We switched off dynamic remarketing in Google Ads in favour of dynamic remarketing in Criteo. The latter demonstrated better results.

Discovery Ads and YouTube for Shopping did not demonstrate desired results and were switched off.

Search Ads 360 was imployed to meet ROI goal. We integrated Facebook in Search Ads 360, in order to track and optimize campaigns.

In Facebook Ads we set up:

• Campaigns with conversion-focused optimization to attract new audiences.

• Dynamic remarketing using the product catalog.

• Campaigns with optimization focusing on conversions for 1st party data.

We tested new creative and messages, formed recommendations for designers.

Results

- Cost per transaction decreased by 240%

- CR on the website increased by 3 times from 0.20% to 1.06%

- ROI and ERS declined by 260%

Campaign's active period: 

September 2020 - February 2021. 

The main goal for both portals:

To increase the number of installations of DOM.RIA and AUTO.RIA applications. Also was needed to achieve ROMI indicators and to increase the return on advertising costs.

The client promotes applications in Google / Facebook Ads. Apple Search Ads is a source of additional traffic that converts into leads.

Implementation: 

• The performance approach helps to set up tracking, regularly measuring key performance indicators (ROAS, CPO, CR, CPA, CPL, and others), and to work on their improvement. We need to test different channels and traffic sources. It’s also important to analyze and optimize the Customer Journey.

An Apple Search Ads (ASA) tool promotes apps in the App Store by keywords.

The approach and campaign structure:

1. Brand campaign protects brand in the App Store search results. The application stays in the 1st position for brand queries DOM.RIA and AUTO.RIA. Ads are also shown for brand queries in different spelling interpretations.

2. Campaign on competitors — allows getting the competitors traffic.

3. A categorical campaign focuses on queries related to an app category. 

We use the brand, category, and competitive keywords in our campaigns inexact matches. Working this way with the most effective conversion requests.

4. Not to miss out on additional relevant traffic, and to expand the semantic core, we set up a campaign with broad match keywords and Search Match. We also added negative keywords from Brand, Category, and Competitive Campaigns. After analyzing collected data we add effective keywords as exact matches and ineffective ones as negative keywords.

Results:

AUTO.RIA

• 30,000 installations

• $ 0.12 - CPI (cost per install)

• 73% - CR (conversion rate) in install

For 6 months CPI decreased by 20%

DOM.RIA

• 20,000 installations

• $ 0.17 - CPI 

• 73% - CR in install

For 6 months CPI decreased by 26%

ROMI indicators for February:

• Auto.ria - 445%

• Dom.ria -17%

The campaign’s task:

The performance ad campaign had two main objectives for the app:

• Increase the number of raketaapp.com installs

• Decrease the cost per order 

The campaign’s period – December 2020-June 2021

Campaign’s prep and AppNext’s advantage

The client promotes the app in Google Ads and Facebook Ads. It was important to find new traffic sources to scale campaigns.

We offered to test – AppNext. AppNext has its own recommendation system, which supports placement both in apps and on such devices as Samsung, Xiaomi, and Oppo.

AppNext collaborates with OEM (Original Equipment Manufacturer), operators and app developers. The company creates a new ecosystem of audience engagement, based on its own technology, that predicts users’ behavior.

Formats and possibilities of AppNext

Users receive personalized recommendations on their devices, based on their interests.

Formats may differ, depending on placement, and may adapt to it. The ads look native and may be displayed as a separate banner in the news feed or as a full-screen video. It all depends on creatives and objectives.

Appnext helps attract new audiences and return the old ones.

There are the following payment models to choose from:

Cost Per Click

Cost Per Install

Cost Per Action (after collecting data)

In order to integrate, MMP (Mobile Measurement Partner) platforms such as Adjust or Appsflyer are needed. They allow tracking effectiveness indicators of traffic.

Details of performance campaign for Rocket

We set up the campaign to attract a new audience with CPI payment and optimization for CPO. Adjust was used to track the number and cost of orders.

Cities with a population of over one million were targeted.

As data were collected and results were analyzed, we adjusted the cost for various ad placements. Ineffective ones were excluded, while those with good results were reinforced.

From December 2020 till June 2021, we received 9000 app installs, 2705 in-app orders, and the cost of CPO decreased by 50%.

Goal:

To tell the audience about the new online format, to increase the number of registrations for events.

Campaign implementation

We've created the communications in digital with users on all stages of the funnel.

At the awareness stage for its creation among the target audience we used video ads on DV360, YouTube, and other platforms, and video ads in Admixer.DSP and Facebook Ads.

In Facebook ads, we worked with audiences, created earlier, and tested different segments based on interests optimized for website registrations. As we collected data about conversions we were setting up Look-alike audiences. In addition, we set up search campaigns in Google Ads for working with generated demand. We were targeting branded keywords, which were growing as a result of media activity and category requests, and requests on competitors.

Also at the acquisition stage "event RSVPs" campaigns were set up in Facebook Ads. It has helped us create additional audience lists for the next funnel stage. 

At the retention stage, we were working with retargeting lists and targeted users who responded "I will visit" to the event, who also visited the landing page, but did not make a target action. We had a goal to return them to the event registration page.

We were optimizing and excluding non-effective platforms and audiences and adding negative keywords (Also, we were A/B testing different creatives and communications to determine the most engaging).                            

RESULTS:

The campaign helped increase awareness about the festival. More than 5 million users were reached. As a result, in 2020 we've got the same amount of offline visitors, as in 2019 — 45k.

The online part generated 150k of traffic, 14k movie views, and 11k of registered users on the platform.

Task and KPI:

- We needed to create reach and to build a knowledge base on the way to conversion. The behavioral path of vacation booking isn’t linear.

- Our client wanted to tell about early booking benefits. We needed to find out how media advertising affects the end result in the customer journey.

Approaches:

- We focused on big cities.

- Our budgets were divided between cities that showed the best results during the campaign.

Tools:

- Full-Screen video, 15-sec duration, TrV In-stream.

- 6-sec teaser for Bumper Ads.

To evaluate the effectiveness, we've used Google Campaign Manager. It has helped:

- Compare and evaluate the effectiveness of creativity.

- See PostView and Cross-Device conversions.

- Define the cost-effective frequency for customer returns to the website.

- Analyse media trail.

We discovered:

- The advertisement activity on the low contact frequencies (1-2) is optimal for the cost of bringing the user to the site.

- PostView and Cross-Device analysis in Campaign Manager show a user searched for us after watching the ad. They track activities across different devices. So we discovered those conversions, which are not in the PostClick report. And there were quite a few of them.

PostClick Conversions — 8%

PostView Conversions — 23%

CrossDevice Conversions — 69%

While partially analyzing via PostClick we uncovered that cost was lower for TrV In-stream. But, the deeper analysis demonstrated that BumperAds gives 83% cheaper pending conversions.

Media trail analysis has shown that users are actively returning to the site during the week after watching ads.

Campaign results:

From December 2019 till February 2020:

- Reached 6.1 million targeted audiences.

- Reduced cost of impressions by 38% and cost of viewing by 25%.

- Got 43 631 targeted actions on site.

Client – a mass-market brand for makeup and skincare products, accessories, and perfumes, famous worldwide.

Campaign goal: Increase sales on the e-сommerce website in the beauty category.

Ad approach, tactics, and tools: • Before the ad campaign launch, we audited the settings of GTM, Google Analytics, Google Ads, Merchant Center, and Facebook Ads. 

In Google Analytics, we completed a set up of all the necessary interactions, in order to track user's customer journey and to understand at which stage they leave the website without completing a transaction. 

Configured links between GA360, Campaign Manager, and Search Ads 360. Created interactions in Floodlight, which were used later for campaign optimization in Search Ads 360. 

In Google Ads, the campaign organization was reworked. At launch, the following was set up: • Shopping campaigns. 

• Search campaigns on brand and category search queries. 

• Dynamic remarketing and remarketing to those, who added products to the shopping cart but haven’t completed a purchase. 

Search Ads 360 was employed in order to optimize the campaigns to meet the ROI goal. Additionally, we integrated Facebook in Search Ads 360, in order to track and optimize ad campaigns given cross-channel attribution. In Facebook Ads, we reworked the structure based on the sales funnel. 

During the campaign, we accounted for the overlapping audience and audience burnout. We regularly tested new creative and messages, analyzed creative, and formed recommendations for designers. Ad campaign results: For the 8 months of the ad campaign, we conducted A/B testing, optimized campaigns, tested various audiences, types of campaigns, had an open line of communication with the client, and received feedback on a regular basis. As a result: - Cost per transaction decreased by 240% - Conversion Rate on the website increased by 3 times from 0.20% to 1.06% - Return on investment increased, and ERS declined by 260%

The main goal was to launch a new service of per-minute car rental. The main areas of focus were: build awareness among the target audiences, tell about unique selling proposition and competitive advantage of service. Form a need for a service among a new audience and get part of the market share at the expense of competitors.

The client’s goals:

- Get 30,000 installs of the mobile app in 3 months

- CPI 0,25 $

- Develop a customer retention strategy 

In order to meet the client expectations and reach the client’s KPI, we following actions had been taken:

- analyzed audience groups size

- compared industry benchmarks and MixDigital benchmarks

We set up synchronization between AppsFlyer, DV360, and Google Ads:

- App Installs Tracking

- App Activity Tracking (“first_open”, “session_start”, “complete_registration”, “purchase”)

- Collecting audiences. We created an effective structure in DV360 and Google Ads based on the user funnel

We segmented users and created ad concepts for every segment with a unique selling proposition and competitive advantage. 

Results against client KPIs:

- We received more than 33 000 app installs. The average CPI was 0.22$

- We had a 30-day Retention Rate of 25% and a 90-day Retention Rate of 20%

How the campaign meets the client’s expectations:

Thanks to an effective advertising campaign in Google Ads and DV360 we increased brand awareness, generate organic demand and generate an active users base.

To install and use this app clients had a lot of barriers: be older than 21, have a driving license, and have enough money on the bank account for a car deposit. Therefore, the 30-day retention rate was relatively low for the mobile app industry. The good news is 80% of registered clients continue to use the app with a stable frequency.

The client is an agricultural company that provides smartphone-based tractor navigation and autosteer system for farmers. 

The marketing goal of the campaign is to get qualified leads in new markets: Germany, Italy, Austria, Spain, Greece, Poland, France, Portugal, Switzerland, Ireland, Netherlands, Lithuania, Slovenia, and South Africa.

Ad campaign goals:

• To generate relevant traffic to the website.
• To find countries with the best lead generation rates.
• To get and increase the number of qualified leads.

Our Approach and solution:

Our team launched campaigns in Google and Facebook Ads.

In Google Ads we set up:

• Brand, category, and competitive search campaigns.
• Smart Display and Discovery campaigns to acquire new users.
• Display remarketing campaigns to return users to the website to leave a lead.

In Facebook Ads we set up:

• Conversions and lead generation campaigns to acquire new users with audience behaviors and look-a-like of current customer lists targetings.
• Remarketing campaigns on 1rst party audiences: website users, CRM data, Facebook page followers, and engagement users. 

The last step was to analyze and optimize the ad campaigns. We implemented A/B testing to optimize creativity and find the best approach and the most engaging audience to drive the highest CTR and conversion rates. We also work with search terms to find the most relevant and exclude non-effective ones. 

Outcomes: 

In six months of the ad campaign, we generated more than 120 000 visitors to the client’s website and got more than 3 000 leads of which 900 were qualified. 

• From the start of the campaign to the end, we reduced the CPC twice through continuous testing and optimizations.
• The Conversion Rate increased by 50% and CPL reduced by more than 65%.

Our client is a pharmaceutical company that has been producing a colic remedy since 2011. 

To build and maintain awareness about the product, we used a split of video and banner ads as the most effective one.

Digital channels were the only advertising inventory that we had at our disposal, so we selected periodic communication (with a monthly interval) on an effective frequency. This helped to split the budget more effectively and reach the constantly renewing audience.

• For video advertising, we employed YouTube as the most popular video platform, using the TrV In-stream format with a pay-per-view model.
• Programmatic procurement through Google Display & Video 360 system helped to build reach with a set of standard noticeable banners.
• We used search ads and remarketing to generate traffic.
• We engaged traffic generation through social networks, in particular Facebook Ads, with postings to news feeds and Facebook/Instagram “stories”.
• We worked with the generated demand by placing paid ads in Google search for the brand and commercial search queries, as well as for queries with competitor-related keywords. TradeDesk allowed us to re-engage with site visitors and gather audiences for remarketing campaigns.

Here’s how the conversions were distributed by ad interaction type:

Post-Click: 9.4% — navigated to the site through ads and returned after the end of the ad campaign.

Post-View: 50.3% — saw the ad, did not click but visited the site after the end of the ad campaign.

Cross-Device: 40.3% — navigated to the site or saw ads on one device, and returned to the site from another device after the end of the ad campaign.

We also determined the effective display ads frequency that leads to follow-up actions on the site. In April 2021, the sales target was reached by 125%. 

The client is an international brand Gerchik&Co  — info-business that provides trading services.

There are 5 main products:

• Trading training with a personal bot-mentor.
• Trading course.
• Trading toolkit.
• Advisor for trades.
• Trading Platform.

Business goals: Launch products on the Middle East market and increase the number of clients in Ukraine,  Kazakhstan, Uzbekistan, and Belarus markets.

Ad campaign goals:

Ukraine, Kazakhstan, Uzbekistan, and Belarus markets:

• To generate relevant traffic to the websites.
• Increase the number of qualified leads.
• Reduce CPL.

Middle East market:

• Launch products on the new market.
• To generate relevant traffic to the websites.
• Get leads.
  • Average CTR increased from 1.75% to 5.42%
  • CPC reduce from $0,15 to $0,02
  • CPL reduce from $2,6 to $1,2
    Outcomes:

    For 5 months of the advertising campaign, we conducted a/b testing of audiences, creatives, and different types of campaigns in Google and Facebook Ads. Optimized campaigns depending on the results. We managed to build an effective lead generation funnel for each client product. We continue to effectively implement existing business directions and launch new ones. Test new types of advertising campaigns and select new strategies within the formed sales funnel.

    • Average CTR increased from 1.75% to 5.42%
    • CPC reduce from $0,15 to $0,02
    • CPL reduce from $2,6 to $1,2

    “We have been working with MixDigital for more than half a year. We requested a high-quality lead generation with the help of Google Ads and Facebook Ads tools. Our company cooperated with a plenty of agencies. We have different experiences, including bad ones. Now we are completely satisfied by MixDigital job and services quality. Mostly we are happy with a team of professionals, who react to all requests quickly, and turn all our ideas into reality”. — says Olha Kaluzhna, Chief Marketing Officer Gerchik&CO.