In order to gain more investment for the channel in the new financial year, the client wanted us to answer the following question:
Do display ads actually lead to sales, or was the consumer going to book anyway?
addmustard set out to test whether customers who saw dynamic ads had a higher conversion rate than those who did not see them, showing the impact of remarketing.
Group A: A control group, which consisted of 10% of remarketing audience, were shown a Rainbow Trust Charity banner (non-client) ad using 10% of budget.
Group B: The remaining 90% of the audience formed the second group which were shown a dynamic ad. 90% of the budget was applied to this campaign.
Testing these two groups meant tracking sales at impression level, and comparing the charity and dynamic ads to see the impact that dynamic ads had on conversion.
To make the test as effective and as normalised as possible, both groups landed on the same part of the site and were driven from similar purchase intent. As well as making sure all targeting elements were homogenous, such as campaign settings, bids, frequency cap and banner sizes.
The activity ran for 4 weeks and accrued 100,000 impressions.
These results showed the client that people do engage and have a higher likelihood of conversion when displayed with a dynamic display advert. This is due to the relevant nature of these ads based on search activity on site.
The success of this test means addmustard is now working to expand dynamic remarketing in both the UK and International markets for the client.