0
Higher conversion rate*
0
Lower click-through CPA*
0
Lower cost per quality visit*
Challenge
With the end of third-party cookies on the horizon, Centraal Beheer tasked their agency, Dentsu, to develop a new cookieless solution able to drive high-quality traffic and deliver more value – for the same or less cost as their current cookie-based campaigns.
Approach
Dentsu developed a custom bidding script that assigned value to page categories – based on their relevance to the product being advertised. This new script (known as the ‘contextual solution’) was run alongside Centraal Beheer’s regular cookie-based targeting strategy, and the results were compared in Display & Video 360 (DV360).
Results
The trial exceeded even Centraal Beheer’s expectations. The contextual solution increased the CTR by 10% – and users who clicked on these ads also showed stronger engagement with the website. Additionally, this more engaged traffic was generated 8% more cost-efficiently than before. Post-click CPA (in this case, cost per car insurance quote calculated), also dropped by 25%, while custom impression value over cost was 23% higher.
"With the disappearance of 3rd party cookies, we welcome new ways to reach consumers. Custom bidding is certainly something we will implement in our ‘always on’ strategy, and expand to other products & services.” —Stefan Vernooij, Digital Strategist, Centraal Beheer
*Results achieved during the campaign period September 2022.
About Google Marketing Platform: Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers.
Need more information?
Contact me:
Name:
Nils Kroon (Paid Media Director)
Phone:
+31 (0)20 519 1700
Email:
nils.kroon@dentsu.com
Twitter:
https://twitter.com/dentsu_benelux
LinkedIn:
https://www.linkedin.com/in/nils-kroon/
YouTube geo-experiment paved the way for more appointments
Carglass is mainly using traditional media, such as Radio and TV, and for years this has been very successful. Carglass is the undisputed market leader in the "glass repair market," with an assi...
Delivering a huge impact through YouTube for HEMA
After a couple of challenging years, HEMA – a well-known Dutch variety store chain – wanted to attract attention during the holidays with its biggest campaign in years.
However, massive a...
Insurance firm, Centraal Beheer, reduces CPA by 25% with ...
With the end of third-party cookies on the horizon, Centraal Beheer tasked their agency, dentsu, to develop a new cookieless solution able to drive high-quality traffic and deliver more value – ...
Dentsu's sustainable services
Time is of the essence. Sustainability, well-being, and climate are pressing and vital concerns for individuals, businesses, and consumers alike. As marketers, we have the power to make a direct...
Dentsu and Intergamma future-proof their digital measurem...
Dentsu and Intergamma future-proof their digital measurement with Google Analytics 4.
Tuning in: How dentsu increased YouTube ad recall by 188%...
One of dentsu’s clients wanted to generate better awareness and attention of its YouTube campaigns – and drive contextual relevance with key audiences. However, the team was finding it challengi...
Walibi Belgium and dentsu (re)launch the Kondaa
3 million reach for free? Mix classic media & branded content… then shake it!
After suffering two difficult years between COVID & massive flooding forcing to close the...
Intergamma: Data Driven Indexable Faceted Navigation URLs
All of Intergamma’s product lister pages contain the option to filter on a specific brand or product type in the facet navigation. Selecting a filter resulted in a URL with complex parameters. T...
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate: Campaign automation for small & mid-sized clients
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Albert Heijn: Data-driven DOOH campaign resulted in a new...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Blue Band: Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
iProspect: Tele2
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Cubanisto Chatbot
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.