Outstanding Results for ASUS: Achieving Industry-Beating CTR and Surpassing Traffic Targets

Outstanding Results for ASUS: Achieving Industry-Beating CTR and Surpassing Traffic Targets

Objective

Leading up to the Republic of Gamers event, ASUS & Clickr teamed up to drive visitors to the event website.

Challenges

Aside from a traffic driven KPI, the goal was also to enhance the Click-Through Rate (CTR), quality of traffic, Cost-Per-Click (CPC), and Cost-Per-Thousand Impressions (CPM).

scope

Strategy

Identifying the best approach to target

The Google Display ad campaigns started off with a 3-prong approach to reach our audience segments:

 

  1. Affinity segment targeting: this option allowed us to reach audiences who exhibited specific habits and interests in relation to ASUS’s product offerings. 
  2. In-market segment targeting: this enabled us to tap into audiences who have shown a purchase intent. Audiences in this segment were actively researching for similar products and services. This increased the likelihood of conversions, as the audiences in this segment were already on the verge of making a purchase.
  3. Custom segment targeting: this helped us to reach our customised/ideal set of audiences by leveraging relevant keywords and similar sites.

 

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. 

 

Results

3X
higher CTR than industry standards for the Display campaigns
with 3X
lower cost-per-click achieved
and 4X
the estimated traffic volume initially targeted.
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