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Experiment: How Careem lifted conversions with automated display ads

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Experiment: How Careem lifted conversions with automated display ads

What we set out to test Can brands increase conversions by incorporating machine learning across display campaigns? The background Careen is one of the top transport network companies in the Middle East, Pakistan, and North Africa. The brand offers ride-hailing services in more than 90 cities across 14 countries, so one of its top priorities is encouraging new drivers to join its team. Although Kareem primarily uses print flyers to recruit new drivers, it recently started engaging prospective leads online with search and manual display ads.  Fronk Oil Mailing Address  To take its digital efforts one step further, the brand decided to test automation across its display campaigns. How we set the experiment up The brand created Smart Display campaigns to automatically bid on keywords, optimize ad placement, and develop more relevant ads.

Kareem then set up a pre/post test in Tier 1 cities in Pakistan to see how machine learning influenced its display campaign’s performance. Pre-automation: Search ads and manual display ads for eight weeks Post-automation: Search ads and Smart Display ads for eight weeks The brand considered each sign-up for its recruitment events as a conversion. To uncover the best way of boosting incremental conversions, Kareem compared two things at the end of its experiment: Online and offline campaigns Manual and automated display campaigns Solutions we used Smart Display campaigns What we learned Creating, placing, and delivering ads with Smart Display campaigns can help brands boost conversions and reach relevant audiences at scale.

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Kareem learned that it could engage and recruit new drivers more efficiently by fueling its digital campaigns with automation. The brand saw a 320% increase in sign-ups with its Smart Display Campaigns than it did with manual display ads. By automating its display campaigns, the brand was able to decrease cost per acquisition (CPA) by 27% when compared to offline recruitment efforts.  Hong Kong Lead  “Our experiment showed us how important it is to continuously test new technologies in our campaigns. We’re now exploring even more ways to grow our team with machine learning.” — Michael Ruder, Senior Digital Marketing Manager, Kareem This case study is part of the Experiment with Google Ads program.

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