Business To Business
As a business to business client, we had to guarantee AudioNetwork were driving the right consumer to the right part of the site, at the right time. In order to do this, we adjusted the bids to show less at weekends, in order to minimise exposure to B2C customers. By reviewing geo-location reports, we were able to confirm specific cities that outperformed versus the benchmark and upweighted our bidding accordingly.
Finally, it was key that we optimised ad copy messaging between returning and new customers, which was achieved by segmenting on-site audiences accordingly and utilising re-marketing for search list ads [RSLA’s] in order to manage the split.