This was the first time that Intel China had successfully engaged IT decision makers across purchase cycles in real-time, solving a key challenge or the business in China. It achieved the highest engagement rate for Intel: six-times higher for second-time retargeting, and twenty-four times higher for third-time retargeting, when compared with Google Display Network’s average.

Success was measured using regular campaign metrics, including the following results:

• Engaged over 68 million unique qualified prospects; 85% of Google’s cookie pool of IT decision makers.

• After retargeting, visitors 1.9 times more engaged than industry average.

• CPA dropped 48% (9 times lower than the industry average).

Not only was this beneficial for Intel’s business, but after data had informed the campaign criteria, target IT decision makers were more attracted to hot topics included in the ads served by Intel. The dynamic content was much more tailored, delivering a much improved user experience for prospects that were served Intel’s ads. This was highlighted by the 28% increase in repeat visitors and the six-fold increase in content consumption rate from step 1 (prospect targeting) to step 2 (retargeting after clicking ads). This was more than double the rate of a regular campaign.

It was also the first time that Google’s Media Network data had been combined with external sources to create a new technology. Google are now considering full development of the technology.

Intel plans to extend the use of the technology to its larger markets.

Prior to this campaign, Intel China was experiencing wastage. With little idea about what Intel’s prospects needed due to lack of data analysis, the same ad was being served to all.

Intel’s target IT decision makers were seeing the same ad, whether relevant or irrelevant to them, to what they were searching for, or what stage of the purchase journey they were at. The successful gathering, merging and analysis of the different types of data was essential to solve Intel’s targeting issue in China, and deliver an effective online ad campaign.

Based on the customer insights for content preference we could obtain through our newly developed technology, we conducted real-time analysis for which stage the prospects were at in their purchase journey and what content they exactly needed. Then, we retargeted them by pushing the best matched content and driving engagement step by step. Additionally, in order to reach the target audience without any waste, we controlled creative frequency, refreshed the media list daily and optimized key word by analysing daily performance.

None of this would have been possible without first obtaining and merging different sources of data for Intel’s prospects. Our campaign process was continually informed and improved through insights which heavily relied upon our technology solution.