2023-02-13 | Case study | Insights
Active in Germany and Austria, this brand delivers media services for its partnering retail shops with the help of Dispaly & Video 360 (DV360) and affiliate agencies. With omnichannel ad formats and wide-ranging topics, their industry partners can reach various target audiences throughout their customer journey.The brand has licensed adtech solutions provided by the Google Marketing Platform to run campaigns in-house. As a result of resource constraints, it continued to work with agencies. After installing automated processes to set up campaigns efficiently and scale them across its partner portfolio, the company started seeking ways to optimize the performance of its campaigns with reliable, high-quality, and cost-efficient inventory.
To achieve the ability to audit live campaigns in detail and measure the performance of their URLs/ apps thoroughly and then apply channel lists for inclusion or exclusion purposes depending on their performance, Digitl decided to first understand all the dimensions and metrics that were relevant for analyzing and evaluate how to collect this information in a consistent way. Digitl reviewed the KPIs that were most important for the brand and available through Display & Video 360.
The team created a scheduled reporting using the Offline Reports feature. The reporting data was retrieved daily using the Display & Video 360 API and transferred to Google Cloud BigQuery, Google Cloud’s analytics database. As a backend for calls to the API of Display & Video 360, the team at Digitl Cloud used Cloud Functions 2nd Gen, Google Cloud's next-generation Functions-as-a-Service offering.
The Data Science team at Digitl ran analysis of the data to understand patterns and distributions. A multi-step process was used to identify the most powerful URLs/ apps per campaign based on the identified goals and available data. A list of these was generated once the threshold criteria were met.
This list was then used for targeting purposes in the campaigns in Display & Video 360 which was executed by the automated process in the last step where the list was applied to the designated line items. The process was automated using Cloud Functions 2nd Gen & Cloud Scheduler.
To improve the process efficiency, Digitl automated the generation of the channel lists directly onto the Display & Video 360 partner account at various levels such as Advertiser, Campaign, Insertion Order, and Line item. Applying the top-performing URLs/ apps channel lists to live campaigns resulted in 143% more conversions than observed in previous campaigns for the same industry partner, brand, and campaign goal. A direct A/B test within the same campaign could prove the role of the automated channels in achieving these results. Further, the brand aimed to reduce the CPA compared to their usual goal. This was achieved with 70% lower CPA than the target CPA.
To measure the performance of the channel lists compiled of top-performing & low-performing URLs/ apps, a dashboard built in Looker Studio was used to aggregate and visualize the information which was being analyzed in BigQuery and then later applied to the respective Display & Video 360 campaigns. This dashboard served as a way to monitor the campaigns in Display & Video 360 and understand the impact on the channel lists which could be used for not only the campaigns but also to understand other potential improvement points for future campaigns.