Part of the Callcredit Information Group
Anglian Home Improvements are a leading supplier of windows, doors and conservatories amongst other home improvement products with over 40 years experience.
Objective
To drive more consumers back to the Anglian website and increase the number of online enquiries generated through the Google Display Network (GDN).
Approach
Latitude had already implemented successful campaigns targeting the GDN through automatic placements by deploying tightly themed ad groups surrounding Anglian’s leading product offerings. These campaigns offered incremental lead volume beyond the search network campaigns already live.
In order to take full advantage of the available targeting options, in March 2011, Latitude implemented a remarketing campaign to attract non-converting visitors back to the Anglian website.
Latitude created different combinations to re-target non-converting consumers including visitors to the homepage; visitors to the windows page; visitors to the doors page; and visitors to the conservatories page.
Highly targeted text and image ads were utilized for each product to deliver a compelling message to reach consumers across a wide array of websites.
Results
By using remarketing, Latitude has been able to increase conversion volume through the Google Display Network by 18%, whilst observing an increase in conversion rate.
The remarketing campaign also had a positive impact on the rest of the account with 5% of overall conversions for the period influenced by display ads in the form of view-through conversions.
“Latitude delivers a unique proposition of bespoke campaigns combined with extensive market knowledge and experience. Through using re-targeting they have increased our conversions by 18% since March 2011.”
Chris Neville,
Head of Direct and Database Marketing,
Anglian Home Improvements
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