The incredibly smart and good-looking team at Google reached out to us about developing a digital campaign that focused on generating additional awareness and downloads of the Google Search App. They were armed with buckets of performance data from previous campaigns and an agenda to identify key insights to leverage against their new goals.
We love data and we love goals so this was a perfect match. Working closely with our new friends, we engineered three creative campaigns; each founded on a different insight and based on a foundation of testing and optimization. These ads were simple, highlighting the app’s strengths and interfaces while being engineered for dynamic and programmatic content.
As with most effective programmatic campaigns, once the creative was approved it became a labor of content. In total, we created over six thousand unique ads in order to touch all of the content buckets and demographics identified by the media team.
In the end, after all the data, experimentation, and testing, the campaign launched with an immediate 200% increase in CTR performance above industry standards.
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