Answear: another pioneer of Simple Display Campaign

12. September 2022 Ve spolupráci s  

Your clients haven’t given consent for targeted advertising, but you still want to reach them with your campaign? We have a simple answer for you. Answear used the Simple Display Campaign and you can see the results in our case study.

About the client

Answear is a fashion e-shop offering over 150,000 products from more than 500 brands. It lives by the motto “Lifespiration starts here” because it seeks to create a unique source of inspiration. Thanks to a sound marketing strategy, it has expanded its presence to 11 European countries.

Cooperation with the client

Sklik has long been part of Answear’s marketing strategy. They use both search and content campaigns and don’t shy away from testing new types of targeting like the Single Display Campaign (SDC). This type of campaign is displayed to users who have not provided consent for targeted advertising, have blocked cookies, or who do not enter the auction of behaviorally targeted advertising due to other reasons. In other words, it’s another way to expand your campaigns and target hard-to-reach users. The big advantage of this type of campaign is exactly that lower cost per click we mentioned in the case study.

Today, we’ll show you other benefits of this type of targeting. We took a look at how Answear has benefitted from the SCC with Kinga Kozińska, SEM Specialist.

Why did you decide to use a Simple Display Campaign?

Mostly because we were interested in reaching users who have blocked cookies or have not given consent to targeted advertising,” says Kinga Kozińska.

SDCs are used for a variety of promotional activities, including building brand awareness. In this case, Answear focused on communicating and raising awareness of its discount promotions related to Easter or spring sales, for example. A combined advertising format was predominantly used where the client combined an attractive image with text appealing to people with discount promotions from popular fashion brands.

One of the benefits when comparing a traditional display campaign to an SDC is that the client used the same creative for both campaigns, which ran during the same time period.

Expectations and reality

What were your expectations for this campaign?

The main goal was to expand the reach of the ads and reach new customers with a lower daily budget than those reached by traditional content campaigns. We wanted to test your new feature and see if it would actually be cheaper than other content campaigns,” said Kozińska.

Now let’s look at the specific results of the campaign. This summary of the relevant reports is for the period from January 1 to May 16. Each report ran for the duration of the campaign, which usually ranged around a few weeks. They were then compiled together to get the following results.

Campaign nameImpressionsClicksCTRAvg. CPCPrice
Display campaign5 694 35714 4630,263,4750 712,36
Simple Display campaign6 652 24216 5950,262,644 462,3
+16 %+14,74 %-25 %-12.3 %
Comparison of content campaign and SCC

From the results, we can see that the SDC increased both the amount of impressions by 16.8% and the total number of clicks by 14.74% in the reports compiled, while the CTR remained the same. The CPC, as in the previous case study for Alza, was lower. Even though the number of clicks was higher, the lower CPC made the overall cost less.

Did the campaign meet your expectations?

Compared to other content campaigns, the SDC generates very positive results. Looking at the specific numbers, we see an almost 20% increase in impressions, while the CTR remained the same. What’s more, we gained 15% more new users at a lower cost than the same period last year. We’ve also noticed that the average cost per click is down by up to 25% with Simple Display Campaigns. As a result, the overall cost of the campaign was lower, too.,” Kozińska commended.

Overall assessment and future plans

What do you see as the biggest advantage of SDCs?

“Its main advantage is its lower cost per click. The SDC gives us the opportunity to increase the number of impressions while reaching users who have rejected targeted advertising. Apart from that, it also offers the bonus the name suggests, which is that it’s really quick and easy to set up.”

Do you plan to continue using SDCs?

“This campaign brought us positive results. We would like to continue with the SDC in the future and try out all its options.”

Still considering giving SDCs a try? Read the opinion of Kinga, the one who set up and evaluated the campaign:

The numbers speak for themselves. Compared to other acquisition campaigns, we saw a lower CPC and a higher number of impressions. From our point of view, the SDC can be an interesting add-on for a content network and also a good way to get quality traffic at a pretty low cost per click.