Google confidential Utilizing DoubleClick Bid Manager to drive conversions The Objective • Ooredoo Kuwait has a very precise consumer segmentation str...
Utilizing DoubleClick Bid Manager to drive conversions The Objective ... exchanges and channels they managed to do so cost effectively . Google confidential Social
DoubleClick Bid Manager What does a DSP do? About DoubleClick Bid Manager DoubleClick Bid Manager is a next-generation demand-side-platform (DSP) providing trading desks,
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By using intelligent bid strategies in DoubleClick Search, Avanza produces ... DoubleClick Bid Manager and DoubleClick Campaign ... cost per acquisition has dropped
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Download MONDAY — FRIDAY. THURSDAY, OCTOBER 20 2016. Daily Journal of Commerce. Since 1922. DIGITAL EDITION www.djcgulfcoast.com. BIDS EXTENDED.
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Member of the FINRA and SIPC. San Francisco New York Boston Chicago Minneapolis Google/DoubleClick Partner Summit The Opportunity in Non-Premium Display Advertising
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Utilizing DoubleClick Bid Manager to Segment and Leverage Your Audience February 2015
Google confidential
Utilizing DoubleClick Bid Manager and DoubleClick Campaign Manager, Vivaki was able to execute an effective
consumer segmentation strategy for Ooredoo Kuwait online across channels and devices.
Consolidation of activities minimized waste through optimized frequency caps and audience data centralization.
Using a mix of upper and lower funnel tactics Vivaki was able to out perform previous campaigns across key KPIs for Ooredoo Kuwait
Google confidential
Utilizing DoubleClick Bid Manager to drive conversions The Objective • Ooredoo Kuwait has a very precise consumer segmentation strategy guiding it’s marketing activities, much like all the major Telecom providers and they needed to effectively execute it online • Ooredoo Kuwait had a special promotion on prepaid recharges, offering 50% discounts for those who recharged within the month • They needed to drive prepaid users to recharge • It was a short campaign (1 month) and they needed to boost conversions at the lowest CPA possible as prepaid users are from their lower ARPU segment (meaning lower ROI on each conversion vs. postpaid consumers)
The Solution • Utilizing DoubleClick Campaign Manager Ooredoo’s site and conversion pages were comprehensively tagged enabling the clear segmentation of consumers by their plans (so they could isolate the recharge customers) • Vivaki structured the campaign to first drive users to the Recharge home page, re-target those who visited the home page and drive them to convert (across their activities on display, FBX and mobile) • Utilizing proper tagging they were able to intelligently segment their audience and by consolidating across exchanges and channels they managed to do so cost effectively
Google confidential
A 3 prong strategy was adopted
Prospecting
Social
Mobile
Widely targeting across all exchanges to maximize reach and drive users into the purchase funnel
Reaching those engaging in social media via Facebook Exchange
Differentiating tactics on App vs. Web
Lower and Upper funnel Remarke2ng throughout
Google confidential
Achieving a staggering 88% reduction in CPA through effective programmatic tactics Effectively structuring and executing programmatic campaigns allowed Vivaki to: CPA Lower CPMs – 54% vs. the average
USD
88%
Consolidate activities across display, social, desktop and mobile Boost conversion volumes – 200% more conversions than the target Reach the right consumer segment audience with the right message
Google confidential
Ooredoo Recharge 50% Bonus Average of all other Ooredoo campaign campaigns
“While effective audience segmentation is important for all types of advertisers, it is especially critical for Telecom advertisers who already have a definitive consumer segmentation strategy guiding their marketing efforts. Through consolidation of activities and effective site tagging we were able to realize this strategy online for Ooredoo Kuwait.” Roli Okoro Head of AOD MENA
Google confidential
“We operate in a fiercely competitive Telco market so it is becoming increasingly important for us to leverage our audience data in a meaningful way. 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.” Ali Asgar Sr. Manager, Communications Ooredoo Kuwait
