Advanced Analytics & Measurement
OPTIMIZED AUDIENCE TARGETING WITH GA4 PREDICTIVE AUDIENCES
How Vorwerk targeted potential Thermomix buyers with high purchase intent using Google's Predictive Audiences, managed campaigns more efficiently, and significantly boosted revenue by 66%.
The Challenge
Together with our client Vorwerk, we wanted to further increase the efficiency of our Thermomix campaigns. In today’s challenging technical environment, we were looking for innovative ways to target potential customers directly. Our shared goal was to maximize campaign performance while reducing the cost per order (CPO).
Our Approach
To continuously boost the efficiency of the Thermomix campaigns, we tested Google’s Predictive Audience “Likely seven-day purchasers,” which was used in display ads over a four-week period for a (re)targeting test.
Thanks to the advanced machine learning algorithm that analyzes user behavior and identifies patterns indicating a high purchase probability, we were able to isolate the top 10% of potential buyers and target them directly.
The Results
Thanks to Google’s Machine Learning and Predictive Audiences, we were able to significantly increase campaign efficiency compared to the previous period without Predictive Audiences:
Sales grew by 49%, the conversion rate increased by 39%, and ROAS improved by 54%. Revenue rose by 66%. Average order value was also boosted by 11% during the test period.
