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

  1. 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.
  2. Target the audiences that matter: We maximised Google Ads’ vast range of audience targeting options to reach only the most suitable audiences.
  3. 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.