Koala is a fast-growing online retailer that makes easy-to-use furniture ranging from mattresses to sofas. Koala was seeking a partner to support them in building their first data-driven display campaign that leverages dynamic capabilities and also to train their in-house creative team to independently update ad copy in real-time. Whereas Koala successfully ran display campaigns prior to the partnership with DQ&A and Incubeta Joystick, their marketing team was looking to create a more personalized ad experience that is easy to maintain without the need for a designer, and to further improve ROI/uplift in conversion.
In order to develop a dynamic campaign focusing on driving awareness as well as on remarketing to existing customers, DQ&A analyzed what creative and messaging resonated well with Koala’s target audiences. Incubeta Joystick designed and built dynamic HTML units for both marketing tactics and leveraged a product feed to create ad variations for each audience. Koala’s creative team was trained in design, feed creation and creative built. High-performing audiences were then programmatically targeted in Display & Video 360, serving the most relevant ad variation through multivariate testing.
To demonstrate the effect dynamic ads had on performance, two promotional campaigns were compared – one running non-dynamic ads, the other the new dynamic ad units. Other variables remained identical: sale offer, budget and time period. The dynamic campaign delivered almost double the amount of add to carts and sales while cutting the cost per conversion by more than half.
Read the full in-housing case study featured on Think With Google.
March 26, 2020