Autodesk, Inc. is an American multinational software corporation that makes software for the architecture, engineering, construction, manufacturing, media, and entertainment industries. Currently, over 10 million professionals in 185 countries are using Autodesk products to save time and money, gain competitive advantage, and change the way ideas are brought to life.
Autodesk’s main objective was to drive online growth through an increase traffic and online sales.
Net Media Planet approached the challenge with the use of Paid Search and Display Advertising. They created and leveraged the synergy between Autodesk’s on-going PPC campaign and newly added Display campaign.
Net Media Planet’s main aim was to use PPC to drive traffic, and use remarketing lists for a number of different products. Variations were tested across international markets, including Scandinavia, the Czech Republic and Italy. In September 2013 this approach was fine-tuned by using retargeting lists to deploy highly relevant and specific ad copy, as opposed to generic ad copy. What this meant was that someone searching on a branded term that previously visited the Maya product page of Autodesk would be shown Maya product copy instead of generic ad copy.
In January 2014 a display campaign was added to the on-going PPC campaign. PPC campaign insights were added to the Display campaign set-up structure including, remarketing lists, day parting analysis and buying cycle. These initial attributes helped to accelerate ROI from display advertising, as initial testing was expedited. For example, by looking at the buying times for a visitor to click on a PPC ad (conversion lag) we could then apply this weighting on the display campaign. Another example where the application of PPC insight to the display campaign adds value, is in understanding the number of times a person had clicked onto a PPC ad (touch points). This helps to develop an understanding of the time it takes for visitors to convert to buyers, in this instance highlighting the fact that visitors clicked on ads several times, indicating a longer buying cycle.
From January 2014 - August 2014 traffic driven from search remarketing campaigns increased by 400%. Display remarketing activity brought lost customers back in to the market through search, indicating that when correctly paired with Display ads, PPC ads are more effective.
Autodesk saw an increase in overall traffic by 141% and a 300% uplift in sales between January 2014 (when display activity first started) and August 2014.
Join Net Media Planet's Founder & CEO Sri Sharma at PMI London for a Fireside Chat on 'Taking a slice out of advertising'.