Ridiculousness: Effective contextual ad buys in Google
The Situation:
MTV was looking for ways to expand awareness and interest for their new show Ridiculousness hosted by Rob Dyrdek. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more.
The Solution:
Colligent’s targeting identified specific TV shows, music artists, sports and celebrity keywords that Ridiculousness fans engaged with and vice versa. The client created a new ad group with these keywords to buy additional contextual advertising.
The Results:
When compared to their in-house ad group, the Colligent ad group increased their reach by 73% with a 89% higher click-thru rate (CTR) and cost per click (CPC) that was 8% lower.
| Google/MTV Keywords | Colligent Keywords | Performance Difference | |
|---|---|---|---|
| Impressions | 8,445,417 | 3,259,286 | +73% |
| CTR | 0.06% | 0.11% | +89% |
| CPC | $0.55 | $0.51 | -8% |
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