50x average Click through rate for Crowe Global Google ads

The Objective

Purer Digital were tasked with raising the profile of The Art of Smart, a global insights programme which shares opinions from inside and outside of Crowe Global which provides vital and actionable insights to leaders all over the world. The total ad spend budget was £50,000 over 4 months.

The Solution

After an initial audit, four digital media channels were chosen – Google Display and Google Discovery to grab the attention and gain awareness from those browsing websites about global business issues and media, Facebook to reach a huge audience based on their interests and affiliations, and Linkedin to attract interest from a pool of millions of professionals.

Our Google Display approach focused on topic and placement targeting – specifically showing ads on websites relating to Broadcast & Network News, Online Media, Company News, Business News, Business & Corporate Law, Business Ops and Business Finance. We also chose specific placements including forbes.com, Bloomberg.com and fortune.com.

Our Google Discovery approach worked to complement the Display activity, relying on Googles machine learning and automated targeting features, based on the Art of Smart microsite. This placed discovery ads on websites based on interests such as Business Technology, Media & Entertainment, Banking & Finance and Business News.

Our Facebook approach was to work under an awareness objective, using reach as our KPI. We ran multiple campaigns – one focused on initial prospecting, targeting individuals in the Business & Finance industry with job titles such as MD, Founder, CRO etc. Our second campaign focused on a lookalike audience based on the prospecting audience, and our final campaign was a retargeting campaign, using a custom audience of users who flowed through the initial two campaigns.

Our Linkedin approach was to utilise job seniority targeting of Director, VP, Owner and Partner-level positions overlaid with member interest categories of Business & Management, Finance & Economy and Politics & Law.

Our location-focus changed throughout the campaign but included Argentina, the UK, Mexico, Malaysia, Indonesia and Canada, giving huge scope for results.

The Result

In the four month period, we generated over 30 million impressions and more than 870,000 clicks. Of particular note we achieved:

• A Google Display Network Click Though Rate (CTR) 50x the average CTR of a Display campaign at 5%.

• A Google Discovery campaign Cost Per Click (CPC) of just £0.03 which enabled us to drive over half a million clicks from this activity alone.

• We reached 820,000 individual users across both Facebook and Instagram

• Linkedin activity operated at a Cost Per mille / 1000 impressions (CPM) of just $12, with the platform average benchmark being $35.