The main benefit of in-market audiences that appealed to Mediaveille was its simplicity. Unlike some audience targeting products, in-market does not require any tagging or cookie pools to start delivering results.
“In-market was super easy to use and is a very plug-and-play product to implement,” commented Alex. Mediaveille started by opting into all available audience segments with a +15% bid modifier across the board to get started with audience targeting. After letting the campaigns adjust for a few weeks of testing, each audience was reviewed and assessed for quality. Bids were then adjusted in-line with performance. For high performing audience segments Mediaveille increased the bid modifier up to 20% and for poor performing segments, the modifier was reduced, or the segment was excluded from the campaign.
“This gave us the best possible spread across the whole of the Microsoft Advertising audience, but also gave us the flexibility to target specific audiences that were performing well to tune the optimisation of the account,” said Alex.
After five months or testing and refining, In-market Audiences is now a core part of the ID market search strategy. Between January and May 2020, In-market Audiences increased ID Market’s CTR by 9% and conversion rate by 13% compared to standard campaigns. In total, In-market Audiences accounted for 3% of the client’s total revenue, which contributed, alongside other optimisations to an overall 133% increase in sales.
“We were really satisfied with the results,” admits Alex, “we were generating revenue in a very short period of time and the increase to our conversions makes this a very strong product for any customer.” Based on the success of this product, Alex makes best practice recommendations across the agency, and is looking to implement dynamic remarketing for ID Market to further refine its audience strategy.