Australia's Appliances Online went beyond SEM and used dynamic ads through the Google Display Network to remarket to customers using its actual products and prices. As a result, it saw its conversion rate increase from 1.92% to 3.62% while the CPA dropped substantially.

Goals

  • Raise awareness
  • Increase sales revenue
  • Lower CPA

Approach

  • Used Dynamic Display Ads
  • Retargeted specific customers using qualified leads

Results

  • 26+M impressions
  • 0.32% clickthrough rate (CTR)
Published
July 2013
Topics

 

Overview

Appliances Online is Australia's leading online retailer of appliances and household goods. "The focus of the company is to increase brand awareness in a competitive category that sells essential items such as refrigerators and washing machines to the Australian market," says Patrick Fitzgerald, Appliances Online search and display specialist.

Dynamic ads on GDN

The company had relied heavily on search engine marketing (SEM) to reach its customers. Having maximised sales revenues from search advertising and wanting to continue raising both brand awareness and sales revenue, Appliances Online then sought to increase conversions from other, cost effective channels.

Appliances Online opted for Google Dynamic Remarketing, which let the online retailer drive additional sales from digital channels beyond search, at a similar or lower cost-per-acquisition (CPA). The company was no stranger to remarketing. "We chose Dynamic Display Ads because we knew that the Google Display Network (GDN) was ever-expanding," Fitzgerald says. "Also, it allowed us to target or exclude placements via a tool that we were experimenting with.”

Google's ability to apply time and frequency caps to our remarketing campaigns is extremely valuable. It's important that our customers don't feel they are being spammed or overexposed to our ads. We can limit how often each user sees our ad, resulting in few or no complaints and no drop in performance.

A tactical approach

Understanding that there is often a time lag between browsing and buying, Appliances Online used dynamic ads to remarket to customers who had viewed products in the past two weeks or who had abandoned their shopping carts. The dynamic ads showcased actual products and prices from the company's website. Since the ads targeted specific customers who had shown interest while visiting the site, the company saw higher conversion rates and sales revenues, and paid only for qualified leads.

"Our business motto is to 'impress every customer,'" Fitzgerald adds. "Google's ability to apply time and frequency caps to our remarketing campaigns is extremely valuable. It's important that our customers don't feel they are being spammed or overexposed to our ads. We can limit how often each user sees our ad, resulting in few or no complaints and no drop in performance."

An intuitive, profitable channel

Thanks to the Dynamic Display Ads on GDN, Appliances Online saw a surge in clicks, impressions, and conversions compared with its standard remarketing campaign. In just six months, the company's conversion rate increased from 1.92% to 3.62 while the CPA also dropped substantially.

Appliances Online was pleased with these results. "Because the set-up was well-supported and the ad-building tool was easy to use, we had few issues creating and optimising ad templates using the Google Display Ad Builder," Fitzgerald says. "Dynamic Display Ads have quickly become an important, ongoing part of our overall marketing strategy."