The Google Display ad campaigns started off with a 3-prong approach to reach our audience segments:
After testing, we determined that the “Similar Sites” targeting option garnered the best results.
Leveraging Google’s algorithm, we targeted individuals who had visited websites related to ASUS’s gaming products which included reviews, forums and even competitor sites. Additionally, we tapped on other websites that ranked on the top results of the Search Engine Results Page (SERP) by using keywords like “best gaming laptops,” “best gamer setups,” “gaming mouse,” and more.
This approach of using “Similar Sites” and contextual keywords was founded with the understanding that our target audience actively sought after such content to make informed decisions on e-gaming products before making their purchases.
A/B tests on the ad formats and dimensions were also conducted to identify the winning creative banners which led to an increase in the ad impressions served, CTRs and clicks. Eventually, low-performing ad formats were paused manually and in turn, Google optimised the better-performing creatives, yielding maximum results for the campaigns. Extra caution was also exercised by excluding irrelevant websites and mobile app ad placements, which tend to yield low-quality or accidental clicks.