Success with Google’s Audience Solutions

Discover how businesses have used Google’s Audience Solutions to reach customers effectively at every stage of the customer journey and achieve their business objectives.

Hero MotoCorp

Goal

  • Increase reach in its most relevant audience segment, which was previously a challenge.

Approach

  • In collaboration with Wavemaker, Hero Motocorp cross-referenced its Google Analytics data with signals from Search, YouTube, and the Display Network. It found that its visitors were more likely to enjoy certain films, sports, and music. This allowed it to easily build a YouTube and Search campaign that connected with specific user segments.

Results

  • User engagement on the campaign beat all benchmarks—brand interest grew by 83.1% over the campaign, ad recall increased by 36.9%, and purchase intent went up by 16.3%.
  • Despite being 46 seconds long, 24% of viewers watched the entire video.

Signals used

  • Search, YouTube, and Google Display Network

Audience solution

Groupon

Goal

  • Send personalised messages at scale and increase conversions of its deals.

Approach

  • Matched its deal categories (such as travel & restaurants) to Google’s audience segments (such as Travel Buffs & Foodies) and data from Search and Maps to serve relevant creatives to audiences based on what they consume.

Results

  • Maximised customer acquisitions by driving 160,000 new paying customers this year
  • Best-in-class lift in brand favorability—over 20%

Signals used

  • Search, YouTube, and Maps.

Audience solutions

Grab

Goal

  • Maximise efficiency of its manually optimised standalone campaigns across Google Search, YouTube, and Play Store.

Approach

  • Using UAC, Grab was able to provide quality creative assets, set a few parameters, and establish a budget to automatically set up a campaign. UAC continuously optimized the campaign and scanned Google’s network to find Grab’s best customers, and connect with them at the right time.

Results

  • Comparing data from UAC Network (Search & YouTube) to Standalone campaigns (Search & YouTube) in April - Oct 2017 in Indonesia, Grab freed up almost 90% of its time allocated to campaign execution, allowing it to use that time more strategically.
  • Grab's app installs increased by 190%, while cost per install went down by 24%

Audience Solution

Google Audience Playbook

Download the latest playbook to learn more about behavioral signals audience solutions.