TopTarif increases conversions by 130% with Google Analytics and remarketing
Company Size
1,000+
Region
- Europe
Country
- Germany
Product
- Google Analytics
- Google AdWords
Tech Stack
- Google Analytics
- Google AdWords
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
TopTarif.de is one of the top three German price comparison portals. Based in Berlin, the company provides a platform that brings order to the jungle of offers and providers for electricity, gas and DSL supply, and vehicle insurance, free of charge. The company has been advertising with Google AdWords for several years, using text ads, banners, and YouTube videos. The campaigns are primarily performance-oriented, with a conversion being classed as either concluding a contract or sending contract forms, which are completed on the website.
The Challenge
TopTarif.de, a leading German price comparison portal, was facing the challenge of identifying users who are highly likely to convert and appeal to them with advertisements. The company had been advertising with Google AdWords for several years using text ads, banners, and YouTube videos. However, they wanted to increase the probability of a conversion and reach interested users more effectively. They aimed to differentiate remarketing lists and adjust bids based on various factors such as the date of the last site visit, traffic origin, depth in the sales funnel, and the probability of conversion for a keyword.
The Solution
To address the challenge, TopTarif.de decided to combine classic remarketing with the information provided by Google Analytics. They used the signals given by the visitors to their website to understand the extent of their intention to buy. For instance, when users completed forms for vehicle insurance, it indicated a high interest in the product. With the help of Google Analytics, they could evaluate this information in a much more detailed and flexible way. They adjusted the Cost per Click (CPC) for the bid per user segment and altered the advertising message accordingly. The remarketing lists used by TopTarif.de were granular, distinguishing according to factors like the time passed since the last visit, the keyword the user accessed the page via, the intensity of the user's focus on comparison in the past, and where the traffic originated from.
Operational Impact
Quantitative Benefit
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