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SEM Case
*Results obtained during the June 2022 - July 2022 campaign period.
We reached out to new customers with innovative technology.
Result; highly valuable conversions
3X
Higher conversion rate*
50%
Lower CPA (Cost per Action)*
6.5%
Lower bounce rate*
“Turkey Pizza Days” is the biggest promotion of the year for Domino’s. However, since the campaign awareness has consistently been high on an annual basis, it started to become challenging to reach customers for the first time. We developed a new awareness campaign focusing on quality rather than quantity to encourage new purchases.
As an Opportune, we decided to test a new Display & Video 360 (DV360) beta solution named CODA. Using artificial intelligence, we introduced a 1P audience expansion on YouTube. We created look-alike models based on high-value audiences from web and offline channels. These audiences could be targeted in YouTube line items and their impact could be measured compared to regular targeting. Since then, the insights we gathered from the CODA beta played a significant role in developing and launching the Audience Expansion feature now available in DV360.
Leveraging our expertise in performance marketing, brand marketing, SEO, and data intelligence, we utilized our analytical and media knowledge to implement audience expansion and manage media activations.
Benefiting from the CODA audience models, we achieved a 3X increase in conversion rates at half the CPA of previous YouTube campaigns. We captured a 16% increase in average session duration and a 6.5% lower bounce rate, effectively converting the newly gained reach into valuable conversions.
*Results obtained during the campaign period from June 2022 to July 2022.