DMC's Budget Optimizer achieves 21% increase in Conversion Rate for Emami Zanducare.
Emami Zanducare is one of the most trusted brands for Ayurvedic Healthcare Products in India.
The brand wanted to optimize the campaign ROAS.
Merkle Sokrati carried out a split test between Dentsu Marketing Cloud’s budget optimizer & Facebook CBO to achieve the objective.
The team at Merkle Sokrati deployed DMC’s budget optimizer for this campaign. It is a unified advertising & analytics platform that helps marketers plan, optimize and measure their campaigns better, using proprietary ad-tech products and assists in optimizing campaigns across creatives, targets and budgets.
The campaigns were optimized & the best performing ad sets were focused basis DMC Optimizer’s learning & performance.
The DMC tool prioritizes recency which garnered a 21% better conversion rate than the Facebook CBO. This ensured that we are retargeting the consumers who made latest purchases.
Execution & Inferences
Merkle Sokrati's team carried out a test comparing the performance of DMC budget optimizer against Facebook's CBO.
An A/B test was set up with three ad sets with the same parameters and were taken live on Facebook's CBO and the DMC budget optimizer for a span of 14 days.
The team constantly monitored the campaigns and arrived at the conclusion that the tool that considered recency (DMC Budget Optimizer) gave 20% better ROAS & 27% higher CVRs in comparison to Facebook’s CBO.
The Sokrati team was able to push suggested changes to Facebook from DMC itself, saving them from making these changes manually.