On the 16th of August, Google announced the finalists for its Premier Partner Awards 2019, and we’re pleased to announce that we’ve been shortlisted in the Display Excellence category. This category recognises expertise and excellence in delivering campaigns through the Google Display Network and is awarded to the Premier Partner that demonstrates the best use of Google Display Ads.
Our objective for Audio Network was to find a new way to drive business growth that would work alongside its existing paid search campaigns. The current campaigns were generating consistent registrations, but heavy competition for both brand and generic keywords meant that costs were rising. As a result, the cost-per-conversion through search advertising was increasing month-on-month. Display campaigns hadn’t performed as well as anticipated for Audio Network previously, but with the automation developments from Google, we were keen to re-test this channel as a possible solution.
We set up a range of different display campaign types and did a test-run, running them in parallel to assess which would perform best. We tested Gmail ad campaigns to reach new customers and utilised standard ads on the Google Display Network to compare with historic activity and reach both new and existing customers. Finally, we trialled Smart Display campaigns with Responsive Display ads to drive increased registrations and make the ads as relevant as possible.
Once we analysed performance it was clear that the Smart Display campaigns were the winners, generating a large number of registrations in Q1. Our activity led to Audio Network’s cost-per-conversion decreasing by 275%, a conversion rate increase of 300% and a 150% increase in click-through rate.
The Google Premier Partner Awards is one of the most prestigious events of the year, with only agencies with Premier Partner status and who meet Google’s strict requirements being eligible to enter. We’re incredibly proud to have been shortlisted as a finalist and can’t wait to find out who the winners are.
The winners will be announced at a ceremony in Dublin on 1st October.