Sportobchod.cz is a major online retailer of sports equipment in the Czech Republic. Last year was the first time we tried to promote Black Friday on a larger scale through acquisition campaigns and retargeting. We had clear turnover targets for this event. In order to react quickly and effectively, we had a report set up where results could be checked in real time. We chose Sklik as our content network partner, based on our previous good experience in this sector. The campaigns were part of a wider marketing push; we also promoted the event on Facebook and DV360.
At Proficio we often use performance display campaigns. We have best practices that help us, especially when starting a campaign. We have designed an optimal structure taking into account the size of the budget and experience with different formats and targeting, and divided our campaigns into acquisition and retargeting campaigns.
Acquisition campaigns:
We excluded all the audiences we target in retargeting
We split the campaigns by ad format. In our case, these were banners, combined advertising and branding, as the performance of each format can vary significantly
Similarly, we divided the targeting categories by location and interests. In the location category, we targeted selected sport sites, topics, news sites and relevant keywords. Behavioural targeting included carefully selected interests ranging from more the general, such as an interest in sports, to our client’s specific performance categories (e.g., interest in buying a scooter). Each targeting had its own separate report
We chose the frequency of impressions based on the ad formats (branding the lowest, combined ads highest). The higher the visibility of the format, the lower the frequency, so as not to discourage potential customers
Retargeting:
Divided by ad formats
Divided by time period
We haven’t forgotten the abandoned basket
Individual visited categories of the site
We also tested longer audiences “shopped 360 days” and “all visitors 540 days”
Of course, we didn’t forget to properly exclude them from acquisition campaigns
Campaign
CTR
CVR
PNO
DIS/Black Friday/BR/Placement
1.47%
0.85%
15.74%
DIS/Black Friday/BR/ Interests
0.61%
0.06%
569.36%
DIS/Black Friday/Branding/ Placement
0.53%
0.34%
210.48%
DIS/Black Friday/Branding/ Interests
0.57%
0.85%
167.32%
DIS/Black Friday/Resp/Interests
0.52%
0.22%
49.71%
DIS/Black Friday/Resp/ Placement
0.88%
0.31%
27.12%
REM/Black Friday/BR
0.25%
1.99%
20.88%
REM/Black Friday/Resp
0.30%
0.95%
30.80%
As expected, retargeting campaigns had the highest conversion rate. Banner campaigns achieved a CVR of almost 2%. On the other hand, banner campaigns with behavioural targeting had the lowest CVR
The acquisition banner campaign with location targeting had the highest ROI and produced even better results than retargeting. On the other hand, the interest-targeted campaign with banners and branding had the lowest ROI
The branding campaign, however, drove the highest quality traffic to the site, according to Google Analytics, which was also one of the main goals of the entire campaign. We also focused on retargeting these visitors afterwards
In general, targeting interests brought us higher quality traffic than targeting only the location. However, the banner campaigns differed only slightly in this respect
Location-based targeting produced by far the highest conversion rates
In retargeting, targeting the longer “all visitors 360” audiences worked best for us, followed by targeting visitors in the main categories
The campaigns delivered on their endpoints and the client was satisfied with the results.
As a tool for maximising advertising reach, the content network is an effective way of both acquiring new users and re-engaging existing site visitors. Retargeting campaigns effectively bring users back and deliver the desired performance. However, the end of third party cookies, expected in early 2025, will reduce the reach of retargeting. Sklik offers an alternative – targeting your own customer lists. Let’s take a look at how it worked for one ouf our clients Notino.
In Sklik, you can now set up ad extensions at the account level. These extensions are applied across all campaigns where the extensions are not set up individually. Which extensions are affected, and which ones will Sklik set for you?
To make it easier for you to evaluate your campaigns, we are changing the method of video ad metrics calculation in Sklik. While previously the key indicator for us was the number of times an ad was played to the end, regardless of its length, we will now also consider other interactions with the ad.
Zpracování osobních údajů
Za účelem využití služby „Newsletter Seznam.cz” dostupné na internetové adrese (URL) https://blog.seznam.cz (dále jen „Služba“) uživatelem Služby (dále jen „Uživatel“) je společnost Seznam.cz, a.s., IČO 261 68 685, se sídlem Radlická 3294/10, 150 00 Praha 5, provozovatel Služby (dále jen “Provozovatel”) oprávněna zpracovávat osobní údaje Uživatelů (zejména adresné a popisné údaje v rozsahu níže uvedeném), které tito Uživatelé poskytnou Provozovateli v rámci užívání Služby.
Osobní údaje Uživatele budou zpracovány Provozovatelem v nezbytném rozsahu za účelem poskytování Služby, a to zejména za těmito účely:
za účelem zařazení kontaktních údajů do databáze Provozovatelem a za účelem zasílání obchodních nabídek Uživateli ze strany Provozovatele;
za účelem zařazení kontaktních údajů do kontaktů Provozovatele za účelem vzájemné budoucí komunikace Provozovatele a Uživatele.
Takové zpracování osobních údajů je zákonné, jelikož je nezbytné pro splnění smlouvy, na jejímž základě Uživatel užívá Službu, a jejíchž smluvní stranou je Uživatel, jako subjekt osobních údajů.
Provozovatel postupuje při zpracování osobních údajů v souladu s nařízením Evropského parlamentu a Rady (EU) č. 2016/679 o ochraně fyzických osob v souvislosti se zpracováním osobních údajů a o volném pohybu těchto údajů (obecné nařízení o ochraně osobních údajů, dále jen „nařízení“), zákonem č. 110/2019 Sb., o zpracování osobních údajů, zákonem č. 111/2019 Sb., kterým se mění některé zákony s přijetím zákona o zpracování osobních údajů, zákonem č. 480/2004 Sb., o některých službách informační společnosti, zákonem č. 127/2005 Sb., o elektronických komunikacích a dalšími právními předpisy upravující ochranu osobních údajů.
Podrobnější informace o nakládání s osobními údaji jsou uvedeny na internetových stránkách Provozovatele, a to v příslušné sekci.