With the help of audience segmentation data, we were able to build initial test audiences to run brand awareness campaigns. Using this information we identified more specific segmentations and selected the most impactful creative to take forward. We also built remarketing and lookalike audiences based on specific user actions for future activity.
A carefully constructed PPC campaign targeted key terms; reached out to valuable audiences; built tailored pages; and introduced a number of additional markets to increase impression share. When combined, all these actions allowed us to build additional brand exposure.
We filtered out irrelevant audiences; experimented with creative and ad text; and used a range of analytical tools to track and report on performance. Through this approach we were able to manage budgets effectively and ensure Octopus Choice was only supporting the most cost effective campaigns.