How Google Marketing mapped the post-cookie future for clients
Essence and Google won at The Drum Awards for Digital Advertising 2022 in the most effective use of performance category for a data audit framework that identifies gaps in first-party data usage. Here, we find out more about what went into this successful program.
How Google Marketing mapped the post-cookie future for clients / Adobe Stock
Google Marketing commissioned Essence to develop a roadmap to guide the use of data in its paid performance media campaigns, a process which necessitated the development of new tools to make sense of first party, digital and survey-based data for personalization.
The brief
Faced with the advertising industry's remorseless shift towards a privacy-first future Google Marketing instructed its long-term agency of record to uncover opportunities in three key areas: tagging health; audience planning and first-party data usage.
The idea
Focussed on increased ad spending among small and medium-sized businesses the data-centric approach optimized performance in terms of audience enrichment, personalization and revenue. In doing so Google has taken an important step towards untying the gordian knot of managing regulatory change with rising consumer expectations.
The results
The results speak for themselves with a fourfold improvement in cost per acquisition reported within six weeks of launch. Furthermore, the campaign achieved a 43% and 71% uplift in conversions for Japan and Korea. Last but not least, testing found a 220% incremental uplift in return on ad spend and improved cost per conversion by 19%.
The program has now gone on to inform the approach of other Google businesses wishing to make better use of first-party data.
This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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