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Tasks:

• Raising awareness of the target audience about the Emirates College of Technology
• Attracting new users to the website

Instruments:

• Targeting by interests and socio demographic parameters
• Using Fullscreen Interstitials Format
• Using Google Analytics
• Optimizing by CTR

Geo:

• GEO: United Arab Emirates
• Socio Demographic: Male/Female 16-50 y.o.

Implementation

Target audience

In order to get to the target audience we used the socio demographic targeting and targeting by the interests such as Education, University Life, Special Education and others.

Statistics

We had access to the website’s statistics on a daily basis which gave us an opportunity to analyze the incoming traffic and quickly manage the campaign to increase time on the website and decrease the Bounce Rate.

Macro tracking

Using the macro tracking in the link gave us an opportunity to send APP IDs to Google Analytics and get detailed statistics for each of the apps where the ad was shown. During the campaign we were constantly working on increasing the CTR and STR.

Result

Because of the quality optimization we could overfulfil the impressions plan by 0.55%

Impressions
Plan – 1 030 000
Fact – 1 035 621

Clicks
Plan – 20 600
Fact – 21 021

Coverage
469 813

Other KPIs achievement
CTR plan – 2%
CTR fact – 2.03%

Average time on the website was planned to be 40 seconds, but turned out to be 1 minute 57
seconds

Bounce rate plan was planned to be not more than 40% and turned out to be 3.06%

CTR2.03%

Devices

Device manufacturers

48%
SAMSUNG
23%
Apple
9%
HUAWEI
3%
Lenovo
2%
Xiaomi

Screenshots of placements

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