Daikin
Daikin beat target on both channels, display at 187 percent and search at 174 percent
The situation before
Search and display are usually run as one budget with one target, which hides the fact that they do completely different jobs.
Reported together, a strong performer subsidises a weak one and nobody can tell which is which.
What we built
We split the two channels into separate structures with separate targets, so each could be judged on its own.
Display was pointed at audiences with a demonstrated interest rather than broad reach, and search bidding was concentrated on the terms that carried purchase intent.
Measured results
- KPI achievementGoogle Display Network
- 187%
- ClicksGoogle Display Network
- 44,856
- KPI achievementSearch Engine Marketing
- 174%
Campaign period, 2023Figures describe this engagement and are not a projection for other work.
What was handed over
- Search and display measured separately rather than as one pooled number
- Display targeting narrowed to demonstrated interest
- Bid allocation weighted toward purchase intent terms
Built with
- Google Ads
- Google Analytics
More work
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