Google’s predictive audience “Likely seven-day purchasers” was used for the first time over a period of four weeks for the (re-)targeting test in display ads for the Thermomix campaigns – with terrific increases in performance.
The challenge: increasing efficiency in a demanding environment.
Vorwerk currently finds itself in a very challenging technical environment that requires innovative ways of targeting potential customers effectively.
The goal: maximize campaign performance – while at the same time reducing the cost per order (CPO).
The solution: Google’s Predictive Audiences for precise (re-)targeting.
PIA Media used Google’s predictive audience “Likely seven-day purchasers” to achieve its goal. Thanks to the advanced machine learning algorithm, which analyzes user behavior and recognizes patterns that indicate a high probability of purchase, the top 10% of potential buyers were identified and targeted.
GA4 Predictive Audiences enables our customers to optimize their marketing strategies and significantly increase their sales by creating and targeting user segments based on real-time machine learning data.
Gunnar Kühl
Executive Director Tech Solutions
The results: Precision meets performance.
The use of Google’s Predictive Audiences led to a significant increase in efficiency compared to the previous period without this technology:
- +66 % higher revenue
- +54 % higher ROAS
- +39 % higher conversion rate
- -27 % lower CPO
- +49 % more sales
- +11 % higher average basket value
A milestone for data-driven performance marketing.
This campaign impressively underlines PIA Media’s core competence as a long-standing Google Marketing Platform partner: Through the strategic use of innovative data models and state-of-the-art Google technologies, we were able to ensure maximum optimized targeting and performance. An impressive example of how machine learning campaigns can be converted into measurable competitive advantages.
