Samsung

Client Overview:

Samsung, a global leader in technology and innovation, aimed to enhance its advertising strategies to maximize Return on Advertising Spend (ROAS) and drive revenue growth across its diverse product portfolio. With prior experience in Search, Shopping, Display, and Video campaigns, Samsung aimed to refine its approach to achieve a 20% increase in ROAS while optimizing conversion value over 4 months.

Challenge: Despite existing proficiency across various digital advertising channels, Samsung recognized the need to fine-tune its strategy to yield higher returns and capitalize on the expansive range of products spanning six core categories: Mobile, TV, Audio, Appliances, Computing, and Displays.

Strategy Overview:

1. Leveraging Historical Insights: Through meticulous analysis of historical campaign performance data, we identified Shopping campaigns as the top performers in terms of ROAS. This insight laid the foundation for refining the advertising strategy.

2. Transition from Standard Shopping to Performance Max: We switched from manual targeting to AI-based targeting using Samsung's audience signals and demographics to improve effectiveness.

3. Category-Specific Campaigns: Instead of having 1 general performance max, we created several Performance Max campaigns and divided them into categories (based on the Samsung website categories).

Implementation:

1. Asset Groups: Within each category, we created different asset groups to target specific sub-categories of products. This helped us tailor our advertising messages more precisely to different segments of Samsung's audience.

2. We picked relevant audience signals that are most likely to buy:
   We used our data signals:
   • All visitors
   • All Converters
   • Remarketing audiences

   We used interest-based audiences as signals:
   • Consumer Electronics (In-Market)

   • Computers & Peripherals (In-Market)
   • Technology (Affinity)

3. We made sure that our ad copies, including image assets, video assets, and text assets, were high quality.
   They were carefully crafted to connect with the specific segments of our audience, highlighting our Unique Selling Proposition (USP), emphasizing the Benefits, and featuring compelling Calls to Action (CTAs).

Optimization

1. Budget Allocation: We allocated budgets to each Performance Max campaign based on its ROAS.
   Higher-performing categories received more budget to maximize returns while lower-performing ones had their budgets adjusted accordingly.

2. Throughout the campaign, we continuously monitored:
   • Metrics
   • Asset performance;
   • Search terms triggering our ads;

3. We made several adjustments such as implementing brand restrictions and excluding irrelevant terms from campaigns with the help of a Google Account Manager. Replaced low-performing assets.

Results:

1. Enhanced ROAS: By adopting an AI-based cross-channel approach and refining campaign targeting, Samsung achieved a remarkable 25% increase in ROAS, surpassing the initial target of 20%. This significant improvement validated the effectiveness of the revised advertising strategy.

2. Revenue Growth: The strategic reallocation of budget and focus on high-performing product categories translated into tangible revenue growth for Samsung. By maximizing conversion value and capitalizing on audience segmentation, we drove sustained revenue uplift across key product lines.

3. Improved Efficiency: The streamlined campaign structure and AI-driven optimization not only boosted performance metrics but also enhanced operational efficiency. By automating certain processes and leveraging data-driven insights, we minimized resource wastage and optimized campaign management.