case study DoubleClick Search
By using intelligent bid strategies in DoubleClick Search, Avanza produces a 32% uplift in conversion rate Serving more than 300,000 customers, Avanza is Sweden’s largest online stockbroker. The company completes more deals on the Stockholm stock exchange than any other broker and has the lowest trading fees in the market. Avanza’s target audience is made up of people who want to be active in the management of their portfolios of stocks and funds. Attracting new customers remains an important business goal, so Avanza’s digital marketing objectives were to drive down acquisition costs, reduce media waste and develop better insights into crosschannel attribution. It also wanted to be able to target both existing customers and new users with appropriate marketing messages. In order to serve these goals, Avanza’s agency KliKKi AB embarked on a project to centralize the company’s media buying and reporting. New customers thanks to smarter bidding KliKKi advised Avanza to adopt a full suite of tools including DoubleClick Search, DoubleClick Bid Manager and DoubleClick Campaign Manager. The implementation required KliKKi to onboard Avanza’s AdWords account into DoubleClick Search and to set up Floodlight tags. In this way Avanza could use the same pixel for all of its search engine marketing, YouTube advertising and display ads bought in real-time. It also enabled visibility into performance of new versus existing customers. Within DoubleClick Search, KliKKi set different bid strategies and cost per acquisition goals for new and returning customers. “The bid strategy feature has enabled us to optimize the visibility towards Avanza’s main target audience – new customers,” explains KliKKi Senior Consultant for Paid Media Fredrik Andersson. The single stack approach made it easier than ever for KliKKi to bid over many channels and to visualize crosschannel attribution, while real-time reporting enabled the agency to proactively optimize towards this.
www.avanza.se
• Largest online stockbroker in Sweden • More than 300,000 customers
Goals • Attract new customers and drive down acquisition costs • Reduce media waste • Develop better insights into cross-channel attribution • Target new and existing customers with appropriate ad messaging
Approach • Adopted DoubleClick Bid Manager and DoubleClick Campaign Manager • Used bid strategy features in DoubleClick Search
Results • • • •
Impressions grew by 17% Clicks increased by 25% 7% uplift in click-through rate 32% improvement in conversion rate
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case study
“We are constantly chasing quality in our spend and DoubleClick has definitely paid dividends for us!” —Karl Skarman, Online Manager, Avanza
Performance and efficiency through automation The project’s results have been excellent. Impressions are up by 17%, clicks have increased by 25% and the click-through rate has seen a 7% improvement. Meanwhile, cost per acquisition has dropped by 19%.“The system has made it easier to manage the bidding, so bidding has become more effective,” Fredrik observes. “By using more data, it has managed to buy more relevant clicks. This is extremely clear in the conversion rate, which has increased by 32%.” The automation of bid optimisations has produced significant savings in time, too, which the team now devotes to analysis and strategic improvements. Going forward, Avanza aims to produce further efficiencies by adopting the full DoubleClick stack. “We have already started with DoubleClick Bid Manager, and we’ll launch YouTube TrueView shortly. We see buying all media from a single platform with the same tracking as a big advantage.”
DoubleClick Google’s DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, DoubleClick products help customers execute their digital media strategy more effectively. www.doubleclick.com ©2015 Google Inc. All rights reserved. Google and DoubleClick are trademarks of Google Inc.
© 2015 Google Inc. All rights reserved. Google, the Google logo, DoubleClick and the DoubleClick logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.
