CREATIVE OPTIMIZATION:
A SPECIFIC PROPOSITION ALONE IS
NOT AUTOMATICALLY RELEVANT
Over the course of three months, Pervorm has managed an extremely successful targeting
campaign in cooperation with Sunjets.be After several optimizations and changes in strategic
direction, we can conclude that the relevance of a specific proposition is fairly relative.
APPROACH
For this particular campaign, we have made extensive use of the data offered by Facebook. This enables optimal use of the broad targeting features.
Within Sunjets.be existing client databases, we have
checked for mutual characteristics and interests.
In order to make this information retrievable, we
have mapped the characteristics of these target
groups, after which we could recognize them on
Facebook. The target groups and interests were then
extrapolated through the deployment of look-a-like
groups that match the same targeting criteria as
existing users, but aren’t as of yet Sunjets.be clients.
Prior to the project, Sunjets set two targets:
1. Primary: realize as much sales as possible,
without exceeding the established CPA;
2. Secondary: retrieve as many insights as
possible regarding Sunjets’ target group, so
that this information can be used to optimize
future marketing activities.
PLAN
The campaign was initially deployed using a
specific, action-moderated proposition. The
approached target group received an offer for a
certain destination. Since it is unclear whether the
specific proposition matches the needs and wishes
of the target group, Pervorm chose to replace
it with a more generic proposition. Instead of
showing specific destinations, we went for a more
generic approach: the target group received an
advertisement that showed highly discounted lastminute deals. We figured this message would be
relevant to a much bigger group, which was proven
by an immediate rise of 20% in CTR.
CHALLENGE
The approach that focused on higher relevance
from Sunjets.be point of view had proven not to be
automatically relevant for the target group. Imagine
a visitor who intends to enjoy his holiday in Greece.
This visitor receives an ad with the best offer of the
“Given the results generated, we
can only be satisfied. Moreover,
the cooperation with Pervorm ran
all-smooth and we are very impressed
regarding the creative process.
Every week we have selected new
creatives, based on our most attractive
offers. The quality of the creatives
is high, which made the campaign
contribute to both branding and
performance purposes.”
week, e.g. a trip to Ibiza, whilst the visitor’s mind has
already been made up about his decision to visit
Greece.
It is quite logical that the best offer is the most
appealing to potential customers. However, this ad
is way less relevant for this particular visitor. In this
case, the decision for a very specific proposition
showed an opposite effect. An ad without specific
destination, but with an extremely high discount,
could actually be more relevant. After all, the visitor
might just find a discounted trip to Greece. The
crucial question is whether a less specific, but more
relevant message will bring in better results than
expected.
RESULTS
These optimizations have influenced the results
of the campaign in an extremely positive way. The
average CPC – the average costs per redirected
visitor – is around € 1,-. However, for this specific
campaign we have decided to take cost-per-landing
(CPL) as our guideline. This is ought to give a more
detailed and clear overview of the results, since
there always are visitors that accidentally click on an
ad, but immediately close the window afterwards.
We rule out these visitors using CPL-measurement.
The CPL for this campaign turned out to be 50%
lower than expected. This is mostly influenced by
the realized rise in CTR and the focused purchase
strategy applied by Pervorm.
CTR
+20%
Kathleen VandenBulcke, Sunjets 2015
The campaign has resulted in a ROI of 3.6
which means that for every euro spent on
advertisement, the campaign turnover was
€ 3,60. This result is based on Google Analytics
wherein only the last-referrer conversions in the
session are submitted to this campaign. This means
the results directly contribute to the existing sales.
By giving the campaign a more generic character, we
were able to collect much more information about
the consumer. Armed with this information, we can
optimize future campaigns by making even better
creatives that fit the different target groups. This
information perfectly supports the optimization of
Sunjets.be future marketing activities, achieving
the secondary goal as well.
ROI
3.6
CPL
-50%