Increasing conversions and maximizing ROAS: The success of product remarketing via RTB

A client specializing in the sale of mobile phones, smart watches, electronic accessories and solar panels on the Slovak market stands out due to a favorable pricing policy combined with high quality products. In order to increase the performance of their display campaigns and maximize the conversion rate, they decided to focus on product remarketing through RTB campaigns.

The aim of this strategy was to effectively re-engage existing visitors and encourage them to return to their website, maximizing the potential for increased conversions and ROI.

To achieve our goals, we chose dynamic product campaigns in an RTB environment, that allowed us to customize ads to individual users based on segmentation by user data and dynamic elements.

This approach ensured that each ad was comprehensively personalized and custom, taking into account customer interests, seasonal trends and current discounts.

This ensured the ads were fully aligned with user preferences and the brand’s communication style.

We scheduled the campaign four months with a budget of €5,500, which allowed us to optimize and test different strategies over a longer period of time.

Thanks to dynamic displaying and integration with Google Analytics, the strategy was flexible and adaptable to actual results and changes in performance, allowing us to manage our investment effectively.

For targeting, we used remarketing audiences created using a classic pixel on the site, while also engaging GA audiences thanks to the connection with Google Analytics.

We continuously evaluated the impact of both post-view and post-click conversions, with the lookback window set with the users’ decision-making process in mind. This combination of strategies led to high ROI and campaign success.

Personalized product campaigns in the RTB environment brought the client a significant improvement in conversion rate and ROI. With an achieved PNO of 1.94% and an overall ROAS of 51.65, we significantly outperformed the normal results of traditional RTB campaigns thanks to precise targeting and optimization.

This approach made the most of the budget and showed that product remarketing over a longer timeframe can be a highly effective performance channel. Nevertheless, the success of remarketing campaigns always depends on how the overall e-commerce store performs as well. If an e-commerce store is established and is also generating sales in performance channels such as Meta or PPC, RTB remarketing is a great way to expand the possibilities. On the other hand, if the store is not performing in these channels, RTB cannot serve as the sole source of conversions.