Google Display Network Mobile Ad Optimization
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公司规模
1,000+
国家
- Worldwide
产品
- Google Display Network
技术栈
- Mobile Ad Optimization
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
适用行业
- 金融与保险
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
The client in this case study is an enterprise-level B2B company that provides financial services and mobile payment solutions. They are a large-scale company with a significant user base, and their services are critical for many businesses that rely on mobile payments and financial services. The client was looking to expand their user base and increase traffic to their platform, but they also wanted to ensure that they maintained a profit margin of at least 30%. This required a careful and strategic approach to their Google Display Network campaigns.
挑战
The client, an enterprise-level B2B company providing financial services and mobile payment solutions, had two main goals for their Google Display Network (GDN) campaigns. The first goal was to drive incremental traffic for new user acquisition. The second goal was to scale the GDN program to grow the client’s user base while maintaining a profit margin of at least 30%. The challenge was to find the right balance between driving traffic and maintaining profitability.
解决方案
To meet the client's goals, three specific initiatives were focused on. The first was A/B banner testing, which involved finding the right combination of direct-response messaging and calls to action. This would help to attract new users and encourage them to engage with the client's services. The second initiative was a balanced targeting approach that blended contextual placements and similar users. This would help to reach a wider audience and attract users who were likely to be interested in the client's services. The third initiative was smarter mobile device bidding, which would help to optimize the client's ad spend and ensure that they were reaching their target audience in the most cost-effective way.
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