Aquaripure is a company that manufactures nitrate filters, a product developed in the year 2003 for fish tank aquariums. It was developed to reduce the amount of nitrate residuals left in aquarium waters by normal filters. The goal was to make the water more livable and healthy for the fish. Founded by John Strawn, Aquaripure (the company) worked its way up to a successful business. It has more than 7 models of nitrate filters that can purify tanks as big as 1500 gallons and more. It is also taking a step in the conversation of water resources through its technique of utilizing bacteria to clean water.
There were three major objectives that Aquaripure was trying to meet:
- Spread awareness about nitrate filters.
- Reach out to the people who would find nitrate filters useful.
- Get high conversions for the website through sale of the nitrate filters.
There was a major hurdle in marketing the new product as nobody was aware of it. They did not know that there existed such a product which they needed.
Since search campaigns were not giving the desired conversions, Aquaripure decided to leverage Google Adwords Contextual Targeting through Google Display Network marketing.
About Google Display Network:
Google provides benefits to advertisers who want to advertise on millions of websites across the internet, without having to go through the difficult process of contacting every particular website or business through its display network. It also helps them focus on specific audiences based on interests or demographics like location, gender, age and more.
The Google Display Network also has the contextual targeting feature wherein advertisers can target audiences across the internet that are browsing and searching for content related to specific topics. For example, if an advertiser wants to target websites having content related to her company’s products, she can use contextual targeting. This helps in increasing awareness about her products on several relevant websites and blogs, and reach people who are actually searching for the products and services in that category. The advantage is that instead of an untargeted display of advertisements across the internet where people may not be interested and she could be running campaigns without getting any good clicks or conversions, she displays the ads to people who are very likely to be signing up on her website or making a purchase.
Other Advantages of Contextual Targeting:
Economical: Another great advantage of the Google Adwords Contextual Targeting is that an advertiser can advertise across millions of websites and get the advantage of millions of viewable impressions of her ads within a very low-budget using vCPM (viewable CPM bid strategy) if her focus is on creating brand awareness. When people view her ads and click on them, there are also high chances of conversions (taking into account various factors that lead to conversion like the relevancy of her product to the visitor and landing page experience). So, while she can save money as a startup choosing vCPM bid strategy instead of CPC or CPA, her product awareness will reach targeted audiences and bring her business.
Location Based: An advertiser also has the advantage of further reducing irrelevant ad displays by choosing the target locations where she wants to advertise her products. This helps her focus further on utilizing the budget on highly targeted campaigns and displaying ads only on relevant websites.
Thus it becomes possible to focus only on the location, topics of websites, budget and bid strategy that she wants.
The Google Display Network makes it extremely simple for everyone to achieve their marketing objectives through contextual targeting and very easy to implement it in their campaigns.
Strategy adopted by Aquaripure:
Aquaripure displayed its ads on relevant websites and blogs that users searched and browsed related to fish, aquariums, water tank filters and other related topics. The reach of Google’s Display Network is very wide and if the Cost Per Thousand Impressions is chosen as a bidding strategy, the budget required is much lesser as compared to using Cost Per Click or Cost Per Acquisition in the Search or Display Networks. Thousands of impressions of an ad can be generated within a very low-cost and if conversions happen, the CPA is extremely low.
Aquaripure’s ads reached millions of users who were looking for blogs, websites, articles, products and various other useful information related to fish tanks and aquariums. It met its first two objectives.
Aquaripure reached its target market and received huge traffic. The number of impressions from the Display campaigns was doubled than from other campaigns, without making big expenditures. The Display campaign also got conversions and lowered its CPA by 50%, meeting the third objective. Aquaripure acknowledges that through leveraging Google Adwords contextual targeting, it acquires most of its customers and continues it as an indispensable part of its advertising.
The Google Display Network is extremely beneficial for anyone who is looking for a cost-effective way of marketing one’s products and services. Through contextual targeting, one can launch a new product which may not be in demand or not known to reach all audiences across the internet. Also, to promote a product that is not widely searched for, contextual targeting can be used along with various other targeting methods used in Search Engine Marketing like location and demographics to make campaigns relevant and result oriented.
Image Credits: Aquaripure