Titan wins higher incremental online sales with Google Discovery implementation

Challenge

With Festive season approaching, the company sought to focus on increasing sales from digital marketing channels at an improved ROAS compared to their previous campaigns. The goal was to drive incremental sales with visually appealing performance media beyond regular GDN Ads.

Approach

Selection of Discovery Ad Format for increased performance: In order to achieve the desired objectives, Google and Sokrati suggested Titan using Google's Discovery campaigns which leverages Machine Learning capabilities and give exclusive access to serve ads on Google's Owned and Operated inventories like YouTube Home Feed, Gmail and Android Discover that are meant to deliver performance.

A two-phased targeting strategy to drive sales: On execution, a two-phased targeting approach was used wherein, first, existing customers were communicated about the offers to gauge what works best for potential buyers and drive sales for the company. Then in phase two, the targeting was expanded to the next set of broader potential audiences.

Offer based communication to enhance returns: Basis this approach, 16 best performing offers were identified that ran for the duration of the campaign thereby, helping in driving the returns.

“We’ve always focused on experimenting with media strategies to constantly improve our revenues. When the teams suggested Discovery Ads, we saw an opportunity and jumped on it.”