InsideOut Display Ad Campaign (March 2023 – October 2024)

Campaign Overview  

When InsideOut Renovation sought to expand their market presence, PLAY Creative delivered a targeted Google Display Ad campaign designed to build awareness, engage key audience segments, and pave the way for future growth.  That future growth was capitalized on with Google Search efforts you can see here

Through visually engaging creatives and precision targeting, the campaign achieved impressive metrics:  

– Total Impressions: 2.8 million
– Clicks: 23,085
– Average CTR: 0.82% (Industry Benchmark: 0.46%-0.6%)
– Average CPC: $0.12 (Industry Benchmark: $0.94)
– Conversions: 7
– Conversion Rate: 0.03%  

Strategy & Execution  

  1. Tailored Audience Targeting with Precision Segmentation  

   We tapped into custom affinity and intent-based segments, ensuring our ads connected with high-potential users, including homeowners and contractors. Segments such as “Remodeling Contractors” and “Home Repair Services” helped position InsideOut’s message where it would matter most.  

  1. Mobile-First Approach with Multi-Device Adaptation  

   With 57% of engagement from mobile users, we optimized our creatives for seamless mobile experiences. Larger ad formats (like 728×90) were utilized to capture desktop traffic, while 300×250 units performed exceptionally on mobile screens.  

  1. Timing Optimization for Peak Performance  

   Data insights revealed that Friday evenings and Saturdays were key engagement windows, reflecting homeowners’ focus on weekend projects. Adjusting the ad schedule to align with these high-performing periods boosted CTR and maintained efficient CPC levels.

Performance vs. Industry Standards  

| Metric            | InsideOut Campaign | Industry Benchmark (Home Services) |  

|———————–|————————|————————————–|  

| CTR                   | 0.82%                  | 0.46%-0.6%                           |  

| Average CPC           | $0.12                  | $0.94                                |  

| Conversion Rate       | 0.03%                  | 2.35%-5.31%                          |  

– CTR Excellence: A CTR of 0.82%, well above industry benchmarks, reflects the strength of the ad creatives and audience targeting.  

– Cost-Efficiency: With CPCs at $0.12, the campaign demonstrates PLAY Creative’s ability to optimize bids and deliver strong results on a lean budget.  

– Conversion Opportunities: While the conversion rate (0.03%) reflects the awareness-focused nature of the campaign, the data collected will fuel retargeting strategies in subsequent phases, setting the stage for increased ROI.

Infographic Ideas to Elevate Campaign Results

  1. Ad Performance by Format  

   Pie chart: Break down performance by ad types (728×90, 300×250, 300×600) to show which formats contributed the most.  

  1. Device Engagement Comparison  

   Stacked bar chart: Visualize the distribution of traffic from mobile, desktop, and tablet devices. Highlight the 57% mobile engagement as evidence of the campaign’s mobile-first focus.

  1. Impression-to-Conversion Funnel

   Flow chart: Map out the user journey from impressions to clicks and conversions, showing where retargeting efforts can reduce drop-off points.

  1. Performance Heat Map  

   Heat map: Illustrate engagement across different days and times to emphasize the campaign’s strategic timing during weekends and evenings.

 

Optimization & Future Growth Opportunities  

  1. Enhanced Landing Page Alignment for Higher Conversions  

   The post-click experience will be optimized to align better with user intent, improving relevance and driving higher conversions in future phases.  

  1. Retargeting for Deeper Engagement

   Users who engaged with the ads but didn’t convert represent valuable opportunities. Phase 2 will leverage retargeting ads, reconnecting with high-intent audiences to nurture them through the funnel.

  1. Dynamic Creative Optimization (DCO)  

   Future campaigns will adopt real-time creative adaptation, tailoring messaging based on user behavior, time of day, and device type to maximize engagement.

 

Campaign Summary and Outlook  

This campaign has laid a solid foundation for long-term growth. With high engagement and cost-efficient performance, it successfully captured attention and provided actionable insights into audience behavior. Moving forward, we’ll double down on retargeting efforts and optimize the funnel to convert engaged users into loyal customers.  

At PLAY Creative, strategic planning, performance-driven execution, and continuous optimization are at the core of everything we do. As digital advertising evolves, our campaigns will continue to exceed benchmarks and unlock new growth opportunities for our clients. 

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