August 28, 2013
GOALS
• Efficiently optimise display campaigns
• Reach potential audience groups most effectively
• Accommodate sudden budget shifts
APPROACH
• Created mobile-optimised website and initiated display mobile ads
• Upgraded to enhanced campaigns in the Google Display Network
• Adjusted bids to target users by context as well as audience signals including age, gender and remarketing
RESULTS
• Mobile visits have increased 80% since release of mobile-optimised site
• Enhanced campaigns have delivered 20% uplift in impression share
• Cost-per-click has been reduced 9%
• 16% of all Westwing visits are now on mobile
• Cost-per-lead has stayed stable
“Enhanced campaigns helped us to reach our target group in the Google Display Network more effectively, as it gives us more insights into the performance of specific audiences. Thus we have a stronger data basis to evaluate our marketing investment and continuously optimise its allocation.”
— Philipp von Plato, Co-CEO, Westwing
