Angara's Shopping Ads in the SERP
Having identified its core audience, Angara took the next step to create compelling ad experiences on the search engine results page (SERP) using a new ad format—Multimedia Ads. In combination with a rich shopping feed, Angara captured customers’ attention with engaging visual ad formats at the top of the SERP, which facilitated higher engagement and more quality conversions. With the combination of ad excellence, optimized audience targeting, and automated bidding, Angara not only drove new user acquisition from the United States market but also expanded to newer markets such as the United Kingdom.
Microsoft Advertising conducted a lift measurement study to evaluate the impact of Dynamic Remarketing on the Microsoft Audience Network. Segmenting and normalizing an “exposed” audience who sees the ads and a “control” group of audience who doesn't see the ad, the lift in search behavior, site visitation, and conversions were measured to see the impact of this product on campaigns.
Angara saw a massive 45% increase in conversion rates year-over-year, and Dynamic Remarketing yielded a 12% incremental conversion rate. The lift measurement study results show an impressive 4.5x brand search rate, a 3x domain visitation rate, and a whopping 37x conversion rate among the audiences exposed to Microsoft Audience Ads.