Case Study | AdWords

Samsung Singapore uses mobile bid adjustments and Affinity Segments to increase CTR by 60% and mobile traffic from 15% to 60%

Korea-based Samsung is an electronics leader that, in its 70 years in

operation, has expanded its scope to cover areas from fashion to finance

to medicine. The company has a global presence including an office in

Singapore. According to Vice President of Marketing at Samsung Singapore,

Irene Ng, whether the company is selling electronics, clothes, or hotels,

Samsung’s key advertising success lies in knowing its audience. “The more precisely we can target audiences,” she says, “The more we can optimize About Co., Ltd. campaign conversions and reach out to specific customer groups efficiently Samsung Electronics Co., Ltd. is a global leader in technology, opening new and effectively.” possibilities for people everywhere. Through Samsung Singapore began using AdWords in 2007 — in part due to its relentless innovation and discovery, targeting capabilities — and today, the company uses AdWords to advertise the company is transforming the world of televisions, smartphones, personal products in over 70 percent of the company’s business units. computers, printers, cameras, home appliances, LTE systems, medical devices, Welcoming new targeting options into AdWords semiconductors and LED solutions. In February 2013, Samsung Singapore learned that AdWords was updating its campaigns for the multi-device world and was offering additional bidding To learn more, visit options to give advertisers more control over the devices, times of day, and www.samsung.com/sg locations where their ads would show. A few months later, the company learned about another new aspect of At a Glance AdWords, Affinity Segments, which helps brand advertisers reach their ideal Goal audience via 80 unique lifestyle segments based on interest categories and • Promote launch of the Samsung demographics. GALAXY S4 With LTE

Approach • Target select customer categories on the “Samsung’s key advertising success lies in knowing its audience. Google Display Network using mobile bid The more precisely we can target a specific audience, the more we can adjustments and Affinity Segments optimize campaign conversions and reach out to different audiences

Results effectively and efficiently.” • Increased mobile traffic from 15% to 60% —Irene Ng, Vice President of Marketing, Samsung Singapore • Increased campaign CTR by 60%

Reaching the right audience An enthusiastic early adopter of new technology, in April 2013, Samsung Singapore decided to put to use both the updated campaign settings as well as Affinity Segments for the launch of a new phone, the S4 With LTE. For the phone’s launch, Samsung Singapore wanted to target consumers browsing the Google Display Network (GDN) on mobile phones. The company believed this would be an effective way to reach the phone’s target market: consumers 18–45 years of age who were affluent tech enthusiasts who upgraded their phones frequently. The company wanted to have an equal focus on desktop and mobile advertising, so it left the mobile bid adjustment at its default level of +0 percent. The company then used Affinity Segments to target customer segments related to its audience such as ‘Technophiles’ and ‘Shoppers’. Knowing that one of the strongest features of this phone was its camera, the About Google AdWords company also targeted groups that love to take photos including ‘Foodies’ and Google AdWords is a performance- based advertising program that enables ‘Travel Buffs’. businesses large and small to advertise on Google and its network of partner websites. Results right on target Hundreds of thousands of businesses Samsung Singapore ran its advertising campaign for two months leading up worldwide use AdWords for text, image, and to the GALAXY S4 launch, and was very pleased with its results. Compared video ads priced on a cost-per-click (CPC) to a previous campaign for the launch of the Samsung GALAXY S III, mobile and cost-per-impression (CPM) basis. Built traffic for this new campaign increased from 15 percent to 60 percent, and on an auction-based system, AdWords is a highly quantifiable and cost-effective way to overall campaign CTR increased by 60 percent. Irene Ng, Vice President of reach potential customers. Marketing at Samsung Singapore shared: “We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile To learn more Google AdWords, visit http://adwords.google.com CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.”

“We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.” —Irene Ng, Vice President of Marketing, Samsung Singapore

Launch and iterate Samsung Singapore is so happy with these results, that the company is using insights from this campaign to inform the advertising strategy for future launches. Elaine Poh, Digital Director of the Starcom MediaVest Group, the agency that manages Samsung’s advertising, says: “Samsung Singapore is excited about the future of its business with AdWords, and eagerly awaits additional targeting features that can bring even more granularity to the way the company connects with consumers.”

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