The client, a business in the B2C sector, needed to target individuals with a lot of disposable income due to their products being premium quality with a premium price to match.
Google’s Display Network (GDN) was chosen as the go-to channel as we would be able to leverage unique audience targeting with bottom of the funnel campaigns.
The Strategy
We opted for GDN campaigns and utilised combined audience segments.
“Combined segments are an effective targeting option that allows you to intersect different segment attributes, such as detailed demographics and affinities, to create ‘personas’ that represent sections of your target segments.” – Definition by Google Ads
Essentially what you’re doing here is taking predefined audiences by Google and putting them together to create that persona, which matches your target audience.
What did we lookup?
We had six core custom segments to help us define our affluent target audience:
- Demographics – we looked at education, homeownership and marital status. When you look at these, you can define how much disposable income someone may have.
- Travel – if someone is a regular traveller, they go to exotic locations or they travel for business. We make the assumption that they are fairly wealthy or they have a strong salary.
- Luxury – this is an obvious segment to target, so we looked for luxury shoppers and luxury vehicles
- Financial – if someone is an avid investor, they use investment services or they have a credit card; generally, their disposable income will be higher than those who don’t.
- Fancy – someone that frequently eats out, someone that wears fine jewellery, a theatre aficionado. We appreciate this is stereotyping, but in general, the gross domestic product for people that are interested in this segment is higher.
- Work – we looked for people in the financial and tech industries or avid readers of business news. You can imagine that they probably have a higher disposable income than someone that doesn’t.
The Results
- A significantly cheaper Cost Per Acquisition (CPA) on Display £22.08) over Search (£37.90)
- An uplift in conversions through Display (97.36%)
- The conversion rate increased dramatically (32.45%)
It really shows that when you create and define your audience, you can get really powerful results.
I hope you found this useful; if you’d like to know more about targeting audiences or growing your business online, please get in touch.
