Channel Mix Strategy Helps Jewelry Company Achieve 26% Increase in New Users

New Approach to Display, Video, and Programmatic Captures Full-Funnel Demand

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The Challenge

A jewelry design and retail company was looking to expand its top-of-funnel new user buyer market. The company looked to Adlucent to create a new paid search strategy to reach these users and ensure it captured demand across the entire sales funnel to crush its marketing goals.

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How Adlucent Helped

Adlucent proposed a multifaceted approach that focused on bringing new users into the client’s search conversion funnel without compromising its desired return on ad spend (ROAS). This new approach leveraged rich media programmatic display ads, sharing Google Ads Audience segments and DV360 Audiences, and created a channel mix strategy around paid search, Performance Max, and programmatic display. In addition, Adlucent utilized its creative services to craft compelling messages for the campaigns. By utilizing a diverse mix of digital channels, Adlucent ensured that the client effectively targeted its audiences while controlling impression frequency capping across all campaigns to achieve breakthrough performance.

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The Result

Within the first four weeks of the new Adlucent strategy, the client saw above-and-beyond results in its campaigns. In week one, programmatic display ads influenced 26.07% of new user conversions. In week two, that number rose to 38.4%. In week three, it was 54.94%. And in week four, it reached 61.20%. This resulted in a year-over-year (YoY) new user acquisition increase of 26.5% and a programmatic display conversion assist increase of 120%.

Overall, with the help of Adlucent, the client saw increases week-over-week (WoW) in new users’ direct traffic, brand search traffic, conversions, and programmatic display conversion assists.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.