Unlocking Brand Campaign Effectiveness with Google Ads Data Hub and First Party Data
Challenge Overview
The client needed to gain a comprehensive understanding of their brand campaign's actual impact, particularly during the IPL season, and to identify actionable optimisation strategies for improving session and conversion rates through first-party data integration.
Impact Metrics
~100% growth in conversion rate at effective frequency.
~50% growth in brand campaign impact vs. previous large-scale campaigns.
Performance Campaign Improvements: ~50% higher conversion rates
Solution
Data Integration
Integrated first-party data from Snowflake with Google Ads Data Hub (ADH) by joining hashed device IDs.
Advanced Measurement
Brandometer - Optimal frequency exposure for mind metrics uplift Conversion Analysis - Optimal Reach & Frequency for Conversion Efficiencies Brand Impact - Campaign influence on direct & organic channels Brandformance - Impact of brand on performance campaigns Audience Spotlight - Identify non-targeted audience affinities
Insight & Analysis
Audience Insights: Pinpointed 50+ customer affinities for scaling campaigns and their resonance frequencies. 32% higher sessions from females in secondary affinities (Tier I cities). 12% higher conversions from right-tail age groups at lower exposure.
Campaign Frequency Optimisation: Determined optimal campaign frequencies for different market tiers (India 1: 3-4, India 2: 5+). Identified varying frequency needs for building brand consideration vs. message association across markets.
Campaign Validation: Validated brand campaign impact by measuring overlap with organic, paid, and owned channel conversions.
Role & Responsibilities
Developed and devised the measurement framework and methodology for this analysis.