Cases
Migros Boosts Click-Through Rate by 57% with Demand Gen
Challenge:Migros Türkiye, one of the largest supermarket chains in Turkey, faced the challenge of driving higher-quality traffic to its digital platforms and increasing online purchases. The key priority was ensuring that this traffic translated into an improved conversion rate without increasing conversion costs. To overcome this, Migros needed a more effective approach to optimize its campaigns and enhance performance across its YouTube campaigns.
7%
Increase in post-click conversion rate
65%
Decrease in CPA
65%
Increase in CTR
Approach:Migros Türkiye used the newly launched Demand Gen in DV360 to expand its reach to new inventory sources, including Discovery and Gmail, while also aiming to improve post-click conversions and drive higher-quality traffic. Starting in October 2024, the product was integrated into both periodic and always-on campaigns. This enabled Migros to expand its reach and optimize campaigns for better traffic quality and higher conversion rates.
Partnering with SEM:Migros collaborated with SEM in planning, integrating, and optimizing the Demand Gen strategy, working together to ensure seamless execution and drive continuous performance improvements.
Results:After implementing the Demand Gen product in DV360, Migros Türkiye achieved the following results: 57% increase in click-through rate (CTR). 65% decrease in overall cost-per-acquisition (CPA). 93% decrease in post-click CPA. 7% higher post-click conversion rate.