Leading direct marketer Guthy-Renker gained a new understanding of how their display and paid search buys worked together to drive online conversions. Known for their innovative marketing campaigns, Guthy-Renker asked Atlas to clarify the synergy of their display and paid search marketing investments on online conversions for Proactiv Solutions, the world’s best-selling acne treatment brand.
Wanting to understand if display and paid search channels each drove their own purchase results or if the two efforts overlapped to influence conversions, Guthy-Renker commissioned the Atlas team. Due to Atlas’ ability to match consumers with the ads they’ve been served across devices, finding the answer was relatively straightforward.
Atlas traced the ad exposure history of 12,000 online Proactiv buyers all the way back to their initial impression to determine the total impact of both channels. In about one of every six conversions, it was determined that the purchaser first saw a display ad for Proactiv but later clicked on a search ad as well. This meant that 16% of all online buyers clicked on a search ad after first being served upstream by a display ad (Atlas internal data, February 2015).
A third-party platform without Atlas’ cross-device, people-based marketing capabilities would’ve attributed all of these purchases to search alone, and Guthy-Renker would still be unaware of the synergy generated by the two channels working together.
I always suspected that increasing display advertising on a last-click basis undervalues its true impact on driving new customers. Now I know. And now I can make better choices about how to balance budgets across tactics.Jay Sung, Guthy-Renker CMO