We optimised results by pushing creative that had the best performing clickthrough rates. The campaign jumped from a clickthrough rate of 0.25% in the first week of the campaign to 0.66% in the last week – much higher than the industry benchmark of 0.09%. We identified that the consumer was more likely to click on a banner with a scene of people in the sea than a scene with people on a beach and the team capitalised on this insight.
As a tactic to lure previous visitors back to the Plus More Summer webpage, we implemented a GDN re-marketing
element. Users who had visited the site previously by clicking on the generic banners were then served with
competition banners. The overall clickthrough rate on the retargeted banners was 0.76% - much higher than the
campaign average of 0.48%. Re-marketing played a significant role because it increased further consideration amongst users who had already showed interest in the campaign.