E-commerce Unicorn Achieves a 5.

6x ROAS from the festive

sale campaign on the Display & Video 360 Platform

A CASESTUDY BY TATVIC

DV360 CASESTUDY
All Copyrights reserved by
Summary

About the Client

• Client Domain: eCommerce

• Headquarters: India
• About the Client: The client is one of the leading e-commerce
company that allows consumers to shop from over 100k
registered sellers. This client differentiates itself with attractive
discount & other offers and has gained a wider acceptance with a
strong network of vendors and about 70+ Million active monthly
users.

Goals

• Improve the existing 3x ROAS from traditional ad campaigns

• Achieve an optimized Cost Per Click

Approach

• Allocated proportionate budget for prospecting and

remarketing campaigns
• Used 1st party remarketing audiences from Analytics 360
• Targeted relevant Google audiences for new user
acquisition
• Diversified the bids for different targeting criteria
• Tracked conversions using Floodlight sales tags
• Built reporting on Google Data Studio

Tools Used

2
DV360 CASESTUDY
All Copyrights reserved by
Overview

The client is a leading eCommerce player in India, with USPs like 70+ million active monthly users, best set
of vendors. They are known for their attractive discount & other offers for their users. Their eCommerce
Marketing team runs campaigns very often on their mobile apps as well as website..

For one of their festive season sales in the recent past, they wanted to leverage the capabilities of
integration between multiple Google Marketing Platform products so as to acquire new transacting users
on their app and web platform.

Challenge Faced & Problem Statement

The client’s marketing spend happens over both traditional search, display and shopping ads campaigns in
Google Ads & other ad platforms. These campaigns are well optimized with rich campaign history,
managed by client’s marketing team and Google’s account managers. For the festive sale, they decided to
allot a larger chunk of the display budget Display & Video 360. The collective goal here was to achieve a
better ROAS than the current campaigns while maintaining a similar CPC for the dormant and new users.
Meeting or beating those numbers in itself was a big challenge as well & there was no campaign history in
DV 360 platform to scale up or optimize performance.

Furthermore, the campaign duration was only for 7 days, allowing very limited time to optimize the
campaigns. Also, the campaign was scheduled during a festive time period where marketer bids are highly
competitive to acquire users and so there were high chances that bid costs for DV 360 campaigns could
go beyond targeted costs.

3
DV360 CASESTUDY
All Copyrights reserved by
Approach to Solution:
Underlying the fundamental objective of generating sales with 3x ROAS from dormant and new
users for three major product categories, we planned the budget allocation to both prospecting and
remarketing campaigns. For remarketing, we exported relevant 1st party audience from Analytics
360 e.g. who had visited specific product detail pages or clicked on promotional banners of the
product categories. For new user acquisition, we selected relevant Google Audiences (such as In-
market & Affinity segments) tightly coupled with the product categories from the Audiences module
of DV 360 platform. We also excluded the audiences that had transacted in last 30 days so as to
optimize the spends.

We created four different Insertion Orders (IOs), three were product category specific where 80%
of the budget was allocated and the fourth was cross division first party audiences with the rest
20%. The bid strategy for IO1, IO2, IO3 was to get clicks from new users at lower cost, as well as
activate the dormant 1st party audiences. However, bid strategy for IO4 was kept to a high fixed bid
to re-engage audience. Each IO was further splitted into 4 targeting criteria (Line Items - LIs):

• LI1: Custom keywords and content category targeting

• LI2: Relevant Google in-market audience segments targeting

• LI3: First party audiences from Analytics 360

• LI4: Cross division first party audiences from Analytics 360

The bidding was at first set at an even pace for first 5 days and was later changed to a faster pace
during the last 2 days of the campaign. With the use of Floodlight Sales Tags, GTM & even Data
Studio for showcasing performance reports, our team used the entire spectrum of Google
Marketing Platform tools to collect, transform, visualize, analyze & activate data to directly impact
the top-line for this client.

4
DV360 CASESTUDY
All Copyrights reserved by
 ”Tatvic Analytics’s programmatic consultants ran campaigns for new user acquisition during the
festive sale. They expertly managed this campaign and it turned out to be a great success
wherein we were able to achieve 5X ROAS which was beyond our target. My team looks forward
to continuing working with them on such exhilarating projects in the future.”

- Deputy General Manager, Online Marketing

Display & Video 360 Campaign Results:

• ROAS Achieved: 5.6x

• CPC Lowered By: 38%

7
5.6x

4.5
3x

ROAS CPC (INR)

• ROAS higher than 3x: We achieved an impressive ROAS of 5.6x against the campaign target of 3x.

• Lower CPC than target: We achieved a success in meeting the CPC goal in terms of 38% reduction
in the target cost per click.

• New users: Total new users acquired during the campaign in Analytics 360 went up by 15%

5
DV360 CASESTUDY
All Copyrights reserved by
 About Display & Video 360
Display & Video 360 is the evolution and consolidation of DoubleClick Bid Manager, Campaign
Manager, Studio, and Audience Center. It offers a single tool for planning campaigns, designing and
managing creative, organizing and applying audience data, finding and buying inventory, and
measuring and optimizing campaigns. With Display & Video 360 you can collaborate across teams,
gain transparency and control, and get faster, smarter insights.

It is organized around five integrated modules that work together to simplify the campaign
management process: Campaigns, Audiences, Creatives, Inventory, and Insights.

About Tatvic Analytics

Tatvic Analytics is a Google Marketing Platform certified Sales Partner for Google Analytics 360,
Display & Video 360, Google Data Studio, Google Optimize 360 & Google Tag Manager360. Tatvic has
had the privilege to lead the strategy and implementation of Web Analytics, CRO & Mobile App
Analytics for the some of the best companies in the world. For more information, pay us a visit.

Contact Us

hello@tatvic.com +91 7211 199 869

“Data are just summaries of thousands of stories – tell a

few of those stories to help make the data meaningful.“

- Chip & Dan Heath, Authors of Made to Stick, Switch

6
DV360 CASESTUDY
All Copyrights reserved by