A client specializing in the sale of mobile phones, smart watches, electronic accessories and solar panels on the Slovak market stands out due to a favorable pricing policy combined with high quality products. In order to increase the performance of their display campaigns and maximize the conversion rate, they decided to focus on product remarketing through RTB campaigns.

The aim of this strategy was to effectively re-engage existing visitors and encourage them to return to their website, maximizing the potential for increased conversions and ROI.

Objectives we set up

The campaign represented an innovative challenge, where we set an ambitious goal of achieving a PNO of 10% together with the client, which is very unusual in RTB strategies. RTB (Real-Time Bidding) is commonly used as a branding channel rather than a pure performance tool.

Achieving high ROI therefore required precise setup and thorough optimization. This approach led us beyond the traditional practice of using RTB as solely a brand channel and showed that innovative solutions can deliver superior results.

To achieve our goals, we chose dynamic product campaigns in an RTB environment, that allowed us to customize ads to individual users based on segmentation by user data and dynamic elements.

This approach ensured that each ad was comprehensively personalized and custom, taking into account customer interests, seasonal trends and current discounts. This ensured the ads were fully aligned with user preferences and the brand’s communication style.

We scheduled the campaign four months with a budget of €5,500, which allowed us to optimize and test different strategies over a longer period of time.

Thanks to dynamic displaying and integration with Google Analytics, the strategy was flexible and adaptable to actual results and changes in performance, allowing us to manage our investment effectively.

For targeting, we used remarketing audiences created using a classic pixel on the site, while also engaging GA audiences thanks to the connection with Google Analytics.

We continuously evaluated the impact of both post-view and post-click conversions, with the lookback window set with the users’ decision-making process in mind. This combination of strategies led to high ROI and campaign success.

Campaign results were analyzed using the Floodlight Attribution Model, which sophisticatedly attributes conversions to the last user interaction – whether it was a click or an ad impression – within a defined lookback window. This methodology allowed us to accurately map the campaign’s contribution and demonstrate its strong impact on achieving business goals.

Overall PNO reached 1.94%, while the ROAS stood at 5165%, confirming the high performance of the campaign.

In terms of post-click analysis, direct user interaction with the ads proved to deliver high returns, with ROAS reaching 630% at a PNO of 15.88%, highlighting the campaign’s power in generating conversions.

Post-view evaluation, on the other hand, showed a substantial branding effect – users who only saw the ad generated an ROAS of 4535% at a PNO of 2.21%.

This approach, accounting for both direct and indirect effects of advertising, shows that programmatic RTB campaigns can target effectively while strategically influencing user behavior throughout the buying process – from immediate conversion to long-term brand impact.