Rakuten Advertising launched a display program for a high-end womenswear brand and increased site traffic by 88%.
After witnessing phenomenal results across various performance marketing channels through Rakuten Advertising, this high-end womenswear brand decided to introduce a display program into its marketing mix in October 2020.
The goal was to increase site traffic and maintain a positive ROAS. With the help of the Rakuten Advertising team, the brand successfully launched its first-ever display program with a multifaceted targeting strategy that complements its existing digital marketing activities.
The primary objective of the display program was to boost site traffic and achieve 1:1 ROAS. The retailer also wanted to use this channel to increase brand awareness and complement its existing affiliate and search programs. The brand was interested in targeting chic, modern women, including trendsetters and trend followers.
Rakuten Advertising helped the brand set up its display program from scratch. This included creating a tactical, detailed targeting strategy to boost site traffic and implementing frequency caps to reach specific and unique audiences as follow:
Age and gender
Sites and verticals
Interest and intent
Regular reviews were scheduled, including daily, weekly, fortnightly and monthly check-ins. The following optimisations were made to help the brand achieve its goals:
More budget was weighted towards key sale periods, leveraging the strong call-to-action to drive clicks and conversion
Accelerated site traffic and brand awareness by showcasing up-to-date product feeds, new arrivals and brand values
An A/B test was conducted and the budget was optimised towards the best performing ad format
Shortly after Rakuten Advertising launched the brand’s display program, the team immediately saw an increase in ROAS and, eventually, growth in site traffic.
The brand exceeded the initial ROAS goal by 7-fold in the last quarter of 2020, peaking in November 2020 (10:1) and December 2020 (8:1).
The launch of the display program with a detailed targeting strategy resulted in an increase in site traffic by 88% YoY in Q4.
The program delivered nearly 40 million impressions in the golden quarter of the year.
Adding a display program has boosted the retailer’s overall business performance.
The top-performing audience segments include Google’s mix of Affinity Fashion audiences and In-Market Fashion consumers.
Demographics and contextual targeting produced the lowest cost-per-click (CPC), outperforming behavioural segments.