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GE Digital (GE) (General Electric) > Case Studies > Case Study - Google Display Network (GDN) Performance for The Grommet
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Case Study - Google Display Network (GDN) Performance for The Grommet

Technology Category
  • Analytics & Modeling - Real Time Analytics
Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Demand Planning & Forecasting
Services
  • Data Science Services
The Challenge
The Grommet, a product-launch platform, was facing a challenge in increasing membership signups. They were looking for ways to improve their Google Display Network (GDN) creatives using cross-channel findings. The company wanted to leverage the value propositions of The Grommet to provide browsers more reasons to sign up. They developed and highlighted a registration wall to show users that if they signed up, they would get coupons, daily updates on launches, and the ability to earn $10.
About The Customer
The Grommet is a product-launch platform in the form of a highly curated online marketplace. The platform is designed for products by Makers that haven’t hit the big-time yet. At noon ET every weekday, The Grommet shares a new product’s story and makes it available for purchase on the site. The company's main goal is to increase membership signups and improve their Google Display Network (GDN) creatives.
The Solution
The solution involved adopting A/B ad testing findings from different channels, including paid search, and changing the creative accordingly. The company also updated their landing page to leverage the value propositions of The Grommet. They developed and highlighted a registration wall to show users that if they signed up, they would get coupons, daily updates on launches, and the ability to earn $10.
Operational Impact
  • The company was able to leverage the value propositions of The Grommet to provide browsers more reasons to sign up.
  • They developed and highlighted a registration wall to show users the benefits of signing up.
  • The company adopted A/B ad testing findings from different channels, including paid search, and changed their creative accordingly.
Quantitative Benefit
  • CTR improved by 77%
  • CVR improved by over 300%
  • CPA dropped by 78%

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