After a joint analysis, the Google Display Network and YouTube were identified as suitable advertising networks. Due to the linguistic orientation of the events and landing pages (German and English), four different campaigns were initially planned and created: One display network campaign each in German and English and one YouTube campaign each in German and English.
All German-language campaigns were aimed at users in Germany, Austria and Switzerland. All English-language campaigns were designed for global orientation, insofar as this was possible within the framework of the Google Display Network (see restrictions e.g. China, Iran, etc.
In order to reach the most qualified users possible, campaign targeting was used, which was largely based on existing remarketing audiences. In this way, users who had already visited the leser.com website could primarily be reached. A total of 48 remarketing lists based on user characteristics (such as topics visited, click depth, length of visit and time period) were used.
In addition, various ad groups based on keywords (topics) and placements (industry-specific websites) were delivered.
At the bidding strategy level, the display network mainly used the smart bidding strategy “maximize clicks” (maximum reach thanks to low click prices). A maximum CPV (cost per view) of € 0.15 was used on YouTube.