Closing the gap between browsing and conversion
With ROI and online conversion a driving imperative for advertisers, an experiment done by Google and Travelstart proved that dynamic remarketing can increase conversion from browsing to purchase by measurable margins
Digital tactics are designed to bring brands to the fore of consumers’ minds, and the world of online shopping is no different. A recent experiment by Google and Travelstart measured the impact of dynamic remarketing – campaigns which show previous website visitors ads featuring the products or services they viewed on the site. The aim was to determine whether consumers would have visited the Travelstart website and converted, regardless of whether they saw a remarketing display ad. Results revealed a distinct increase in conversion when consumers saw a Travelstart advert, indicating that remarketing has its place. According to Thomas Kutama, Travelstart’s head of digital performance marketing, the company, as an online travel agent, focuses its marketing objectives on obvious conversion-driving channels. However, he adds, it’s not easy validating these upper-funnel marketing activities (those that focus on lead generation and consumer targeting), unless you can prove they are contr...
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