Case Study
Geo-Targeted Search & Display Ads Drive Cereal Sales
the rundown
Do simple online text ads actually get customers to walk into – and buy at – a brick-and-mortar store? This research study conducted with SymphonyIRI found that every test market that implemented search and display ads achieved lifts of +2.2% to +4.7% versus markets that didn't use either. The strongest results were displayed by ads that messaged savings.
The Goals
- Measure offline impact of Google search and display
- Determine if geo-based targeting can prevent moving sales away from a specific competitor
- Determine which ad messages resonate best with consumers and are most effective at driving offline sales
The Approach
- Test market compared sales with control
- Collected data for ten weeks
The Results
- Google search and display is an effective media vehicle to move offline sales
- A geo-targeted search and display strategy is effective at driving consumers away at the retailer level
- Search ads with coupon messaging resonate best with consumers and drive the strongest offline performance
- Published August 2010
- Topics
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