How To Grow a Brand in New Regions with Display & YouTube

TESTIMONIAL

“Since partnering with Wolfgang, we have been consistently impressed with the level of support they provide and the results they drive. We look forward to continuing our partnership with them, to see how we can leverage their hands-on approach to further enhance our digital marketing initiatives, growing our brand to new heights!“

Siobhan Lane, Digital Marketing Manager - Otter Products EMEA Unlimited (“OtterBox EMEA”)

WOLFGANG DIGEST

Having established itself as a leading brand in Ireland, OtterBox EMEA turned its attention to brand building in other key geographies within the EMEA region, further building on its existing success and reputation. With some careful analysis of past performance and by maximising the vast range of targeting options in Google Ads, we slashed OtterBox’s CPVs and CPMs and drove a 15% uplift in brand search in the UK.

CHANNELS

Display, Discovery, YouTube

BUSINESS GROWTH

+15% growth in Brand Searches 2022 vs 2021 (UK)

THE CHALLENGE

Having established itself as a leader in mobile phone cases and accessories in Ireland, OtterBox EMEA’s next focus was to replicate the prominent level of brand awareness in other key European markets with the United Kingdom first on the list. To do that, we built out a PPC awareness strategy.

OUR STRATEGY

Taking learnings from the account’s past performance, our OtterBox EMEA brand strategy had 3 key focus areas:

Use relevant KPIs for each campaign: Each campaign's strategy and KPIs were determined by its place in the funnel. For awareness we focused on impressions/views, for consideration we wanted to drive quality traffic etc.
Target the audiences that matter: We maximised Google Ads’ vast range of audience targeting options to reach only the most suitable audiences.
Drive high quality traffic: We needed to keep a close eye on who was clicking our ads and where our ads where showing. The Google Display network consists of millions of different websites, and with millions of YouTube channels being created every year, our challenge was to ensure our ads only appeared where 100% relevant. Our long-term indicator of success for these campaigns was to grow OtterBox brand search.

INNOVATION USED

One issue that we faced with running Display and YouTube campaigns was fraudulent clicks. Our Click to Session ratio was very low, in some cases less than 1%. We found that this was due to bad placements.

Solutions tested:

Restricting the campaigns to a number of select placements.
Placement exclusion lists for children’s Apps and YouTube channels.
Excluding “Unknown” audience types for age and gender.
Script to exclude placements that contained TLDs that we selected as unfavourable (e.g. .xyz, .info).
Script to exclude placements driving suspiciously high CTRs and click volume.

By implementing the above, we worked with OtterBox to increase sessions by nearly 800% in November & December, vs the previous period.

BUSINESS GROWTH

During Q4, our campaigns were structured for improved efficiency resulting in lower CPMs and CPCs:

YouTube: 61% drop in CPV, 23% less spend, 293% more views
Display: 5% lower CPC, 11% lower CPM, 305% higher impressions
Brand impact: 15% growth in UK OtterBox EMEA brand search (2022 vs 2021)

+ 15%

OtterBox Brand Searches 2022 vs Previous Year (UK)

- 61%

YouTube CPV Q4 2022 vs Previous Year (UK)

- 11%

Display CPM Q4 2022 vs Previous Year (UK)

Brand Building in New Geographies

Making a Case for Display and YouTube

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

BUSINESS GROWTH