Objectives
Publisher Averbode offers their school products to both parents, and to the schools. Therefore, it is important for us to distinguish these different target groups. For the school books, our goal is to reach and inform the teachers and principals of the schools of the offerings. The reading books and magazines for the home market we want to show to parents, grandparents or other relevant persons (godparents, godmothers, aunts, uncles, etc.).
- Targeting the right audiences
Approach
To reach these different audiences as efficiently as possible, we work with targeted targeting. We use audiences that match the target audience we want to reach. Via our analytics tools, we can also create lookalike audiences ourselves and use them in our campaigns. This way, we extend our reach to people who resemble our original target audiences.
By the Google tag on the Publisher Averbode website, we can also work with retargeting audiences. For example, we can group users who have already visited the site on the landing page for schools. Then we can target our ads about textbooks to this audience because we know this is a relevant target audience. We can also turn these audiences into lookalike audiences. By combining these techniques with good geographic targeting, we manage to show the right ad to the right person.
To generate more purchases through the Google ads, we also have some Performance Max Campaigns set up. These comprehensive campaigns within Google ads also offer the opportunity to appear on Google's shopping network.
Finally, we also use dedicated video campaigns for the home market. With these, we initially want to increase awareness and familiarity, but also retarget users who have watched the video to a certain extent.
Conclusion
Thanks to our ads, Averbode is measuring increasing sales. We see this increase in sales coming not only through the ads, but also organically in the webshop. So we were also able to realize an increase in overall brand awareness.
