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The secret to adidas’ cross-platform success
With so many consumer touchpoints, adidas needed to find a way to better connect with their customers across both web and mobile app destinations. Watch to learn how they use Web to App Connect to drive more brand loyalty and increase customer lifetime value.
“It’s essential to show up on different channel mixes because that’s how consumers are behaving.”
– Paul Bea, Director of Paid Search, SEO, and Feeds at adidas
Grammarly boosts subscription revenue 29% and ROAS 23% with AI-powered search
Grammarly sought to accelerate its global lifetime value of users while improving efficiency. They focused on AI-powered search and implemented the following:
- Modernised measurement by importing lifetime values and using them for value-based bidding to optimise for their highest-value users
- Consolidated keywords and used broad match to capture new queries and increase search coverage
- Adopted a scalable, data-driven asset creation process to create new ad copy based on historical performance
“By embracing the power of AI across diverse markets, we redefined efficiency, accelerated user lifetime value, and proved that in a competitive landscape, the future belongs to those who dare to be innovative.”
– Ohad Salmon, Group Manager, Paid Acquisition Marketing at Grammarly
Marks & Spencer exceeds forecasted ROAS by 186% with Demand Gen
As a long-term adopter of Video action campaigns (VAC) and Discovery ads, M&S saw testing new Demand Gen campaigns as an exciting next step to maximise mid-funnel performance and increase sales.
They brought together quality static image and video assets along with a strategic mix of audiences, including the new Lookalike audiences feature, exclusive to Demand Gen.
“We’re extremely pleased with the Demand Gen results. We’ve continuously seen strong performance from our standalone VAC and Discovery campaigns, so combining these for increased performance is the perfect advertising solution for us.”
– Emma Williams, Paid Social & Display Manager at Marks & Spencer
Caraway cooks up 46% revenue increase at 31% better ROAS with Performance Max
By moving from Smart Shopping campaigns to Performance Max, Caraway was able to boost revenue and improve ROAS. During this transition, they used product-type keyword data from its Search campaigns to create custom audiences for each asset group. Once transitioned to Performance Max, Caraway scaled success by creating separate Performance Max campaigns for different product types. This allowed for custom creative, well-defined audience signals, and more precise bid and budget control.
“Performance Max helped us surpass our ROAS and revenue targets, proving invaluable in driving the growth of our SEM programme.”
– Connor Dault, VP Growth & Digital Product at Caraway
