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以認知為重點的程序化展示廣告系列

5-minute read

2019年,KKBC開始與一家在企業開源解決方案技術領域擁有25年經驗的跨國軟體公司合作。我們的代表品牌在各個地區開展活動,旨在獲得上層漏斗意識並提高產品教育,特別是客戶的解決方案如何利用開放混合雲支援 IT 決策者,並為程式登陸頁面帶來合格的流量。

我們的客戶要求 KKBC 運行並管理為期兩個月的日本宣傳活動。

目標

  • 向指定帳戶內的目標受眾介紹客戶的解決方案組合
  • 為客戶建立活躍的受眾群體,以便進行再行銷以獲取聯絡人
  • 媒體/廣告活動指標:展示次數、點擊次數、點擊率、每次點擊費用、每千次曝光費用
  • 網站指標:頁面瀏覽量、獨立訪客、每位獨立訪客的費用、跳出率、停留時間

挑戰

  • 這次活動的主要挑戰是確保非常狹窄的目標受眾能夠收到我們的特定訊息。
  • 該訊息的性質非常具體,因此瞄準正確的受眾對於活動的成功至關重要。
  • 基於這個原因,我們推薦程序化廣告。透過這種策略,我們能夠根據透過第一方和第三方資料來源所獲得的資料設定高度具體的目標受眾。

成就摘要

  • 該公告在目標受眾中的展示次數達到約 1000 萬次,包含產品和解決方案資訊的著陸頁流量穩步增加。
  • 透過展示和程式化廣告Video 360 (DV360) 可實現目標廣告,透過高點擊率和增加專用登入頁面的流量,持續顯示對正確目標的覆蓋範圍。

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