Client
IDEALO
Year
2023
THE CHALLENGE
As it looked to efficiently boost sales across its wide array of markets, idealo began to look for new marketing opportunities. To drive sales on Meta technologies, the company had traditionally relied on Dynamic Product Ads—campaigns that allow businesses to automatically promote their entire product catalogs. It had seen good results with this approach, but wanted to continue to minimize cost-per-purchase without disrupting its business-as-usual campaigns.
To that end, idealo decided to test Meta Advantage+ shopping campaigns. This solution from Meta utilizes machine learning to automate the delivery of a mix of creative at scale so that the right ad in the right format is always delivered to the right person—all with less set up time.
Let's check out how idealo internet GmbH
maximized sales and reduced costs with Advantage+ shopping campaigns:
THE SOLUTION
Idealo began by creating an Advantage+ shopping campaign that included more that 70 creatives; mixing catalog ads, static ads and video. It then partnered with the Marketing Science team at Meta to measure whether using Advantage+ was more efficient and cost effective.
The teams designed an A/B split test comparing two campaigns: An Advantage+ shopping campaign with one ad set and a business-as-usual campaign with five ad sets. The business-as-usual campaign used a bid cap—meaning that the maximum bid across auctions was set ahead of time based on idealo’s goals—and the Advantage+ shopping campaign had a daily fixed budget.
THE IMPACT
💰 With more that 70 creatives; mixing catalog ads, static ads and video
💰 Using A/B split test comparing two campaigns: An Advantage+ shopping campaign with one ad set and a business-as-usual campaign with five ad sets
💰 The Results: Reducing cost per purchase by 38% & an achieving a 21% lower cost per reach.