•NewAdWordsfunction:Remarketinglistsforsearchads

•161%riseinconversionrate•CPOreducedby43%•Increaseinturnoverof22%

Case study: Tirendo Deutschland GmbH – Remarketing lists for search ads

Tirendohasincreaseditssalesby22%thankstoremarketinglistsforsearchads

Copyrightprotected.GoogleisaregisteredtrademarkofGoogleInc.

ContactourGoogle office

Foundedin2011andlaunchedinMarch2012,TirendoDeutschlandGmbHisa pan-Europeanonlinetyretraderofferingbrandedtyresatcompetitiveratesthankstoitspassionate,innovativeapproach.Inordertoprovidecustomerswiththebestpossibleservice,tirendo.dereliesonadynamicteamofexperiencedindustryexpertsande-commercespecialists.Inadditiontotyres,italsoofferscompletewheelsandactsasanagencyforpartnercompaniesofferingassemblyservices.Acentraladvertisingtoolonitsonlineplatformissearchenginemarketingandthemajorityofitsonlinemarketingbudgetisinvestedinthis.“WehavecreatedaverygranularcampaignstructureforTirendoinordertogain optimumperformance,”explainsSilkeGrauenhorstofProjectAVentures,a businessincubatorprovidingTirendowithsupportinitsstart-upphase.“Virtually everypossiblecombinationoftyres,brands,modelsandtyresizesisimplementedasakeyword,”addsThomasKay,SeniorSEMManagerattheBerlin-basedtyrecompany.

HigherbidsformorevaluablecustomerspayoffInordertotargetpotentialcustomersdirectlyandmorespecifically,TirendousestheremarketinglistsforsearchadsAdWordsfeature,knownasRLSAforshort,in Googlesearches.“Implementationwasverysimple.WetookthelistsfromourremarketingcampaignontheGoogleDisplayNetwork(GDN)andimplementedit intheRLSAcampaign,”explainsThomasKay.WhenuserswhohavepreviouslyshownaninterestinTirendosearchfortyresagainusingGoogle,thebidsareincreased.“Weweremorethanpreparedtopayextraforthesemorevaluablecustomers,”saysKay.Adifferentiationismadebetweencustomerswhohavea generalbrowseonthehomepageandthosewhosearchforspecificsizesorbrands.

161%riseinconversionrate,43%decreaseinCPOWhileatthestartofthecampaign,Tirendooptimiseditsbidsprimarilybasedonranking,theynowincreasinglybasethisonprofitabilitycriteria.“TheRLSAstrategyhasalreadypaidoff.ComparedtonormalSEMcampaigns,conversionratehasincreasedby161percent,”saysThomasKay.“Atthesametime,costsperorder(CPO)havebeenreducedby43percent.”Overall,usingremarketinglistsforsearchadshasledtoanincreaseinturnoverof22percent.

Almostnolimitstoapplication“Tous,itfeelslikeGooglehasopenedupacompletelynewmarketingchannel.We areextremelysatisfiedwiththeresults.ForeveryAdWordsaccount,Iwouldcheckwhetherthiswouldrepresentagoodwaytoimprovecampaignresultsandultimatelyincreaseturnover,”saysThomasKayofTirendo.EvenProjectASEMexpertSilkeGrauenhorstsees“practicallynolimits”tousingRLSA,“irrespectiveof whetheryouwishtogenerateleadsforpartnercompaniesorarerunningane-commerceshop.”

Case study: Tirendo Deutschland GmbH – Remarketing lists for search ads

Start-upcompanyTirendoimplementedtheremarketinglistsforsearchadsfeatureinAdWordsveryearlyontotargetpotentialcustomersthroughGooglesearches.Thisenabledthemtoincreasetheirconversionrateby161percentwhilereducingcostsperorderby43percent.

GoogleGermanyGmbHABC-Strasse19|20354Hamburg,GermanyTel.+49(0)40-808179-000

ComparedtonormalSEMcampaigns,conversionratewasincreasedby161percent.Atthesametime,CPOwasreducedby43percent.ItfeelsasifGooglehasopenedupacompletelynewmarketingchannel.Weareextremelysatisfiedwiththeresults.

ThomasKay,SeniorSEMManager,TirendoEurope