Our client wanted to run TV Ads at the same time but were not sure if these TV ads or or the Digital Ads would perform better. We established a campaign timeline which allowed us to compare TV alone, TV with AdWords, and AdWords alone to determine success of each medium. We found that although the combined effort produced the most sales, when pausing the TV campaign and running only Digital Ads, we were able to achieve more than 60% of the sell through at the store at 10% of the cost.. Budgets for AdWords were less than 10% of the overall budget resulting in a 1200% increase in advertising ROI.
By shifting their TV budget to Digital Advertising, our client was able to better measure the impact of their ad spend and recognize significant saving while maintaining in store sales. The savings not only gave them better control over their profits, but also gave them significantly better insight into effective messaging, demographics, and and regionality. It was this set of insights that provided our client with higher lift and, subsequently, stronger conversion rates.
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