Autodesk, Inc. is an American multinational software corporation that makes software for the architecture, engineering, construction, manufacturing, media, and entertainment industries.
To drive online growth, increase traffic and sales.
The main aim here was to use PPC to drive traffic, and we used remarketing lists for a number of different products. We tested variations across international markets, including Scandinavia, the Czech Republic and Italy. In September this approach was fine-tuned by using retargeting lists to deploy highly relevant and specific ad copy, as opposed to generic ad copy. What this meant was that someone searching on a branded term that previously visited the Maya product page of Autodesk would be shown Maya product copy instead of generic ad copy.
Our key strategy was the use of remarketing of lists from the PPC campaign. This activity also meant we could learn from important data in the PPC campaign to apply insight to the display campaign, which led to an increase in ROI. For example, by looking at the buying times for a visitor to click on a PPC ad (conversion lag) we could then apply this weighting on the display campaign. Another example where the application of PPC insight to the display campaign adds value, is in understanding the number of times a person had clicked onto a PPC ad (touch points). This helps to develop an understanding of the time it takes for visitors to convert to buyers, in this instance highlighting the fact that visitors clicked on ads several times, indicating a longer buying cycle.
From January 2014 – August 2014 traffic driven from search remarketing campaigns increased by 400%. Display remarketing activity brought lost customers back in to the market through search.
Autodesk saw an increase in overall traffic by 141% and a 300% uplift in sales between January 2014 (when display activity first started) and August 2014.