The first campaigns consisted only of banners and showed a CTR of 1.2% in Google Ads Network, which is twice higher than the industry average (0.5%).
After we analyzed the general audience’s reaction to the SPLU’s product, we received a detailed and thorough description of the target audience. The outlined affinity categories now can be taken as basic settings for future campaigns as is. The major interests of the target audience included: food/dining/cooking, media & entertainment, news/politics, lifestyle & hobbies.
After analyzing and sorting out data on thousands of banners views, we highlighted several insights on the audience characteristics:
Men and women behaved differently: men demonstrated higher conversion rates and they were more likely to make an order quickly. It took women more time to make a decision about a purchase. This information requires further research, as it may provide an idea for gender-specific ad campaigns.
SPLU’s target audience showed a tendency to spend a lot of time on websites about art, celebrities and entertainment. Thus, the audience is likely to interact with native and influencer advertisements.
Surprisingly, the campaign helped to identify a new audience characteristics: people with gardening hobbies, and those interested in purchasing various gadgets for house upgrading. Initially, SPLU wanted to target people with sleep-related problems only. This information helped to correct ads positioning: insomnia-related messages would be irrelevant for smart gadget fans, so future campaigns needed differentiation between the two audience segments.