To reach new audiences, Bizon introduced Sponsored Display campaigns optimised for increasing marketing reach, with viewable cost per impression (vCPM) bidding, as a tactic. These campaigns allowed Bizon to reach a wider audience by focusing on impressions with Sponsored Display advertising, with a goal of increasing new-to-brand (NTB) customers.
Prior to running vCPM campaigns, Bizon also conducted a content audit of the Cinereplicas products they were advertising. SEO-friendly A+ content on product detail pages, optimised brand content in ads and in Cinereplicas’ Harry Potter Store, and improvement of Store architecture all helped the influx of NTB customers to have an informative and enticing experience in being introduced to the brand.
Utilising both vCPM and cost-per-click (CPC) optimisations, Bizon engaged Sponsored Display’s two primary targeting tactics, audiences and product/category targeting. Using category targeting with CPC bidding, Bizon retained a conversion focus; both vCPM and CPC, meanwhile, were employed for views re-marketing campaigns using the audiences tactic. In order to expand to new audiences at the awareness stage of the shopping journey, Bizon attempted to reach audiences who had viewed similar products to those of Cinereplicas within the past 30 days, in addition to those who had looked at products in relevant categories.