Case Study | Google AdWords
Samsung Singapore uses mobile bid adjustments and Affinity Segments to increase CTR by 60% and mobile traffic from 15% to 60%
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, the company is transforming the world of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. To learn more, visit www.samsung.com/sg
At a Glance Goal • Promote launch of the Samsung GALAXY S4 With LTE Approach • Target select customer categories on the Google Display Network using mobile bid adjustments and Affinity Segments Results • Increased mobile traffic from 15% to 60%
Korea-based Samsung is an electronics leader that, in its 70 years in operation, has expanded its scope to cover areas from fashion to finance to medicine. The company has a global presence including an office in Singapore. According to Vice President of Marketing at Samsung Singapore, Irene Ng, whether the company is selling electronics, clothes, or hotels, Samsung’s key advertising success lies in knowing its audience. “The more precisely we can target audiences,” she says, “The more we can optimize campaign conversions and reach out to specific customer groups efficiently and effectively.” Samsung Singapore began using AdWords in 2007 — in part due to its targeting capabilities — and today, the company uses AdWords to advertise products in over 70 percent of the company’s business units. Welcoming new targeting options into AdWords In February 2013, Samsung Singapore learned that AdWords was updating its campaigns for the multi-device world and was offering additional bidding options to give advertisers more control over the devices, times of day, and locations where their ads would show. A few months later, the company learned about another new aspect of AdWords, Affinity Segments, which helps brand advertisers reach their ideal audience via 80 unique lifestyle segments based on interest categories and demographics.
“Samsung’s key advertising success lies in knowing its audience. The more precisely we can target a specific audience, the more we can optimize campaign conversions and reach out to different audiences effectively and efficiently.” — Irene Ng, Vice President of Marketing, Samsung Singapore
• Increased campaign CTR by 60%
Reaching the right audience An enthusiastic early adopter of new technology, in April 2013, Samsung Singapore decided to put to use both the updated campaign settings as well as Affinity Segments for the launch of a new phone, the Samsung GALAXY S4 With LTE. For the phone’s launch, Samsung Singapore wanted to target consumers browsing the Google Display Network (GDN) on mobile phones. The company believed this would be an effective way to reach the phone’s target market: consumers 18–45 years of age who were affluent tech enthusiasts who upgraded their phones frequently. The company wanted to have an equal focus on desktop and mobile advertising, so it left the mobile bid adjustment at its default level of +0 percent. The company then used Affinity Segments to target customer segments related to its audience such as ‘Technophiles’ and ‘Shoppers’.
About Google AdWords
Google AdWords is a performancebased advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads priced on a cost-per-click (CPC) and cost-per-impression (CPM) basis. Built on an auction-based system, AdWords is a highly quantifiable and cost-effective way to reach potential customers. To learn more Google AdWords, visit http://adwords.google.com
Knowing that one of the strongest features of this phone was its camera, the company also targeted groups that love to take photos including ‘Foodies’ and ‘Travel Buffs’. Results right on target Samsung Singapore ran its advertising campaign for two months leading up to the GALAXY S4 launch, and was very pleased with its results. Compared to a previous campaign for the launch of the Samsung GALAXY S III, mobile traffic for this new campaign increased from 15 percent to 60 percent, and overall campaign CTR increased by 60 percent. Irene Ng, Vice President of Marketing at Samsung Singapore shared: “We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.”
“We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.” — Irene Ng, Vice President of Marketing, Samsung Singapore Launch and iterate Samsung Singapore is so happy with these results, that the company is using insights from this campaign to inform the advertising strategy for future launches. Elaine Poh, Digital Director of the Starcom MediaVest Group, the agency that manages Samsung’s advertising, says: “Samsung Singapore is excited about the future of its business with AdWords, and eagerly awaits additional targeting features that can bring even more granularity to the way the company connects with consumers.”
© 2013 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. GMOB_AP-CS-1308
