[BtoB/SaaS] The impact of mass advertising on branded search advertising
Posted: Wed Dec 11, 2024 4:56 am
The performance of programmatic advertising is affected by various changes in the external environment and the implementation of marketing measures. Mass advertising is also one of the factors that affect programmatic advertising.
In this article, we will discuss the impact of mass jamaica phone number library advertising on branded search advertising, using actual BtoB (SaaS) advertising support cases to introduce our thoughts on the efforts and results.
>> Learn more about "Advertising operations support services specialized for BtoB businesses" <<
Industry: SaaS (non-back office)
Verification item: Verify the impact on performance of delivering branded search ads in parallel with TV commercial broadcasts
Test medium: Google search ads (named search ads)
KPIs verified: Cost per lead/Cost per qualified lead (*)
CV Points: Inquiry/Request for information
Verification period: 60 days including before and after the commercial airing (the commercial airing period was 24 days from the 21st to the 45th day)
Mass advertising overview: Story-style TV commercial featuring celebrities
*Cost per lead: The cost per lead acquired excluding duplicates and existing customers
*Cost per valid lead: The cost per lead acquired excluding duplicates and existing customers, as well as invalid leads such as competitors and individuals
Conclusion
The following three hypotheses were made regarding the impact of this support on mass advertising's personalized search ads.
"Improved estimated click-through rate" that affects ad rank reduces CPC by up to 1/9
A temporary increase in traffic and a decrease in acquisition rate due to an increase in potential users
Due to residual effects immediately after the commercial airs, the cost per lead/qualified lead acquisition is temporarily reduced by up to 1/5.
In this article, we will discuss the impact of mass jamaica phone number library advertising on branded search advertising, using actual BtoB (SaaS) advertising support cases to introduce our thoughts on the efforts and results.
>> Learn more about "Advertising operations support services specialized for BtoB businesses" <<
Industry: SaaS (non-back office)
Verification item: Verify the impact on performance of delivering branded search ads in parallel with TV commercial broadcasts
Test medium: Google search ads (named search ads)
KPIs verified: Cost per lead/Cost per qualified lead (*)
CV Points: Inquiry/Request for information
Verification period: 60 days including before and after the commercial airing (the commercial airing period was 24 days from the 21st to the 45th day)
Mass advertising overview: Story-style TV commercial featuring celebrities
*Cost per lead: The cost per lead acquired excluding duplicates and existing customers
*Cost per valid lead: The cost per lead acquired excluding duplicates and existing customers, as well as invalid leads such as competitors and individuals
Conclusion
The following three hypotheses were made regarding the impact of this support on mass advertising's personalized search ads.
"Improved estimated click-through rate" that affects ad rank reduces CPC by up to 1/9
A temporary increase in traffic and a decrease in acquisition rate due to an increase in potential users
Due to residual effects immediately after the commercial airs, the cost per lead/qualified lead acquisition is temporarily reduced by up to 1/5.