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Campaign Management Strategy Improves CTR with reach

Case Type

Campaign Management, Managed Services

Partner Type

Adform DSP

   Challenge

​In order to reach new users, the campaign was designed to achieve a minimum click-through rate of 0.20%. Through the use of different tactics, including search campaigns, the campaign targeted new buyers of a variety of car models.

Abstract Waves

Solution

Optiwave Media’ Managed Services including highly-trained campaign managers were tested by utilizing the new available feature called Adform ID Fusion

Image by Philip Oroni

Approach

Optiwave Media provided the partner with the following:

01

With Google's announcement that third-party cookies would no longer be used in Chrome by 2023, it became a priority. Partners were able to achieve scale through Adform ID Fusion by reaching new audiences in Safari and Firefox

02

By implementing effective optimization tactics, Optiwave Media partners were able to reach a larger audience and reduce overall costs

03

Optiwave Media was provided to achieve the goal in one quarter (Duration: 06/01/2022 to 09/15/2022) and our analysis led us to create a new order with two placements by allocating 10% of the budget evenly, one with ID Fusion enabled and the other without to test campaign performance

04

We noticed an improvement in both placements (mainly on Safari and Firefox browsers) and CTR after a few days. Despite increasing CTR, the challenge was keeping reach increasing every day. We were able to manage it by regularly adjusting the bids and daily allocations

05

In addition, we tightened the frequency cap per user in order to reach the maximum number of unique audiences possible. The campaign was further improved by blacklisting non-performing sites in order to ensure impressions are delivered to users through potential sites only. Also, non performing inventory exchanges were removed, which had fewer unique users. The CTR increased tremendously as a result

Mechanism of Adform ID fusion

Bridging the gap between a variety of identifiers is decreasing the complexity of a fragmented identity ecosystem while delivering significant benefits. By combining billions of data points popping up along the digital advertising chain, ID Fusion (formerly known as Cross-Device) can now put these into the context of identity signals. ID Fusion recognizes relationships between different identifiers without compromising their autonomy, at the same time respecting key considerations such as privacy signals. This results in a dynamically generated and flexible identity solution that ensures that Adform facilitated campaigns are targeting the desired target groups without media waste across individual touchpoints

ID Fusion helps advertisers improve digital advertising campaigns without the limitations that have been introduced by browser vendors:

Incremental reach across browsers : optimizing ad frequency for website visitors across Safari and Firefox.

Audience targeting and retargeting across all browsers :  engaging visitors you have never been able to reach before.

Cross-Device targeting : optimizing media spend across devices.

First-Party data activation : engaging with your visitors across the open internet.

Cookieless measurement and reporting :  transparency across all digital touchpoints.

Reducing ad waste and fatigue from irrelevant ads being displayed repeatedly to the same customer.

Improving strategic planning :more accurate conversion rates, CPA, and path to conversion can be identified, as well as a more detailed attribution model, which allows for making the most effective media investment decisions.

It turned out that we tripled the CTR while exceeding 20% of unique reach. The statistics are listed below.

Results

  • CTR: 0.68% with 76,492 clicks for 11,327,276 impressions.
  • Unique Reach at 24.23
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