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Berghaus – PPC

Strategic Case Study

What did we implement?

Working in collaboration with Google, we piloted their new Brand Lift scheme to improve brand awareness and ad recall for Berghaus.

OUR APPROACH CONSISTED OF 5 MAIN TARGETING OPTIONS:

Affinity interest

Targeting users where their browsing behaviour suggests they have an involvement in our chosen targets, such as runners, outdoors enthusiast and winter sport lovers.

In-Market interest

This option targeted users whose browsing and search behaviour suggested they are in-the-market for associated product categories, such as Outerwear, Activewear & recreational equipment.

Topics

Targeting videos within relevant YouTube categories, such as ‘Outdoors’, ‘Cycling’ and ‘Hiking’.

Brand Keywords

Users using YouTube search to look for ‘Berghaus’ terms.

Technology Keywords

Users using YouTube search to look for Berghaus technologies; ‘GoreTex’, ‘Hydroshell’, etc.

Why is it important to have...

Google’s Brand Lift solution measures the moments that matter, from initial impression to final conversion, with the metrics that matter, like brand awareness, ad recall, and consideration.

Brand Lift measures the direct impact your YouTube ads are having on perceptions and behaviours throughout the consumer journey. Within a matter of days, Brand Lift gives you insights into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, consideration, favourability, purchase intent, and brand interest, as measured by organic search activity.

Based on the success of the test, we are integrating YouTube ads into the paid marketing campaign and creating new videos for even more targeted messages.

The Benefits of this development

  • Increase in brand awareness
  • 19% of viewers watched until the end of the ad
  • 87% impressions from Affinity interest targeting

“Silverbean work as a valuable extension of our internal team, and the partnership has led to our PPC performance thriving. The campaign team that we work with, support us when it comes to both challenges and achievements. We have since unified our marketing efforts, and would have no doubt in recommending Silverbean and their digital expertise”

Katie McNamara
Digital Marketing Manager

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