THE CHALLENGE G-shop is a specialised online store for Casio watches. It launched its business in an already saturated market, where all prices were fixed by the manufacturer. This meant that discounts were not an option to drive initial traffic, build awareness, and gain traction. They needed a highly efficient marketing strategy to differentiate themselves from the competition and attract fresh eyeballs.
CAMPAIGN GOALS Gather sufficient audience data, derive insights, define core target groups and adapt the
creative strategy accordingly Generate enough initial interest and sales to cover the advertising costs Familiarise visitors with the advanced filters available on the website Provide maximum transparency and control over the campaign management process
THE SOLUTION On the next page‌.
1
TARGETING A/B TESTING Ran similar crea,ve designs simultaneously on both AdTradr and Facebook. Comparing the results within the same AdTradr campaign allowed us to assess their impact and select the highest-performing crea,ve to maximise engagement.
DYNAMIC CREATIVES Accumulated sufficient audience data and began retarge,ng visitors with customised messages and dynamic ads. Delivered 34 different crea,ve messages.
Experimented with targe,ng tac,cs that ini,ally sampled broader audience profiles. We wanted to avoid narrow audiences from the start as it would have limited our reach, leaving out poten,ally lucra,ve audiences. Consolidated all different data sources (1st & 3rd) to iden,fy core target groups.
CROSS EXCHANGE Streamlined media buying across 40+ ad exchanges in order to maximise our reach, op,mise the bidding process and deliver higher ROAS.
DISPLAY, SEARCH & VIDEO Maximised awareness through display, search, and video. The centralised management of all core channels delivered a beOer coordinated marke,ng mix that had stronger impact.
THE RESULTS In the first two months the profits from sales fit the target and covered the advertising costs. From there on the client was able to scale and turn a profit. Every $1 spent in the platform approximately equaled $2.1 in profit. AdTradr’s average conversion rate from display over the first two months was 280% higher then that from Facebook (not including retargeting). As a result, the client channeled all retargeting through AdTradr. There is no data from Facebook's retargeting to compare the two. AdTradr’s customisable dynamic creatives drove 85% of all sales. Prior to this, according to the client, retargeting only accounted for 60% of all sales. Video advertising proved very scalable due to AdTradr’s extensive access to inventory sources. The cost was far lower than what the client anticipated. The future strategy is to invest more heavily into video advertising and integrate it more closely with display retargeting. 2