What we set out to test Can bidding on impressions using viewable cost-per-thousand impressions (CPM) help businesses make the best use of online display ads to support in-store business? The background Ito-Yokado, the most-visited superstore chain in Japan, High School Coaches Email List was eager to explore how it could support its brick-and-mortar business using online ads. With most of its revenue coming from physical stores, High School Coaches Email List the company historically promoted its limited-time sales with traditional paper leaflets and flyers. But unlike leaflets, online advertising with the right display ads and bidding strategy will ensure companies High School Coaches Email List only incur costs when someone views the ad.
To enhance its marketing spend, Ito-Yokado used High School Coaches Email List Google Display Network solutions to make the most of its temporary promotions. Ito-Yokado’s goal was to manage its campaigns in real time and reach relevant audiences at scale. Originally, the brand ran display ads and used cost-per-click (CPC) bidding, which minimized the cost of driving traffic to its website. But in order to maximize viewability and drive top-of-mind High School Coaches Email List awareness of its in-store promotions, the superstore wanted to explore what a viewable CPM bidding strategy could do. How we set the experiment up To test the impact of different bidding strategies on viewable reach and High School Coaches Email List efficiency of display ad campaigns, Ito-Yokado set up a controlled experiment: Control group: Ito-Yokado used a CPC bidding strategy to High School Coaches Email List optimize its display campaign toward online traffic.
Test group: Ito-Yokado used a viewable High School Coaches Email List CPM bidding strategy to optimize its display campaign toward visibility. Hong Kong Lead The experiment ran for five days in a single Japanese market, and the ads had the same audience settings, creative, and cost as the test group. High School Coaches Email List Solutions we used Google Display Network What we learned Display ads can drive promotional awareness of the right message at the right time, High School Coaches Email List making them a viable online alternative to traditional print flyers. Viewable CPM bidding for display ads can deliver viewed impressions at scale with a lower cost, High School Coaches Email List making it a highly suitable bidding strategy for campaigns High School Coaches Email List with branding objectives.