Intel had the challenging task of persuading IT decision makers to choose Intel. From product searches to assessment and finally purchase, the customer decision process is complicated and lengthy. The information that potential customers search for varies according to context and time, so Intel needed an effective online solution to influence these prospects’ purchase intent in real time. The even bigger obstacle was that third-party ad tracking platforms in China were separate from each other. We needed to fully analyse audience data from a number of different sources to be able to engage Intel’s prospects in real time throughout the purchase journey and drive them to Intel’s landing pages.
We helped Intel by building an innovative campaign to influence IT decision makers at every point of the journey through co-creating a business within Google’s media network that reacted to their behaviours in real time. We collected contextual cookie level data, dynamic advertising data, onsite data and third-party research data. Using data of diverse metrics, we developed a real time data analytics strategy to optimize campaign implementation to achieve the campaign objective with the best ROI results.
Over 100 articles were tactically served at specific points of the consideration cycle. We also identified the optimal balance for ads relevancy performance and engagement rate – the balance between large volumes of prospects served with low content relevancy, and small volume but highly engaged prospects. Throughout the process, our integrated technology solution and real time analytics informed the campaign criteria. This meant that we served the best matched content in real time to drive engagement through the most appropriate media channels.
This was the first time that Intel China had successfully engaged IT decision makers across their purchase cycles in real time. Over 68 million unique qualified prospects were engaged during the campaign; 85% of Google’s cookie pool of IT decision makers.
This campaign achieved the highest engagement rate for Intel. It was six times higher for second time retargeting and twenty-four times higher for third time retargeting compared to Google Display Network’s average. After being retargeted, visitors showed 1.9 times higher engagement depth than the industry average. We also increased media efficiency: cost per action dropped by 48% when compared with Intel’s previous campaign and was nine times lower than the industry average.
The campaign was described as “Most innovative campaign that combined the power and beauty of accurate audience targeting, dynamic creative and native ads” from Intel PRC’s Media Manager.