THE OBJECTIVES

Audio Network was generating a consistent number of registrations through paid search campaigns, but heavy competition on brand and generic keywords meant that the cost per conversion was rising. We needed to find a new way to drive growth which would work alongside the existing paid search campaigns.

THE STRATEGY

• We set up a range of display campaign types as a test and ran them in parallel to assess which one would produce the best results.
• We tested Gmail advertising campaigns and utilised standard ads on the Google Display Network to compare with historic activity, to reach both new and existing customers.
• We trialled smart display campaigns with responsive display ads to drive an increase in registrations and make the ads as relevant as possible for the customer.

THE RESULTS

• The smart display campaigns generated 722 new registrations.
• We increased the conversion rate by 300%.
• The cost per conversion went down by 275%.
• Click through rate increased by 150%.
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