Digital training brand gets full marks for its US expansion

Working with Wolfgang Digital, DMI used Smart Display. This is a visual-based campaign type that acquires new users, while maintaining fully-automated bidding that’s optimised to a pre-set cost per acquisition (CPA). With this responsive ad format, the business could run multiple images, descriptions, and headlines – all optimised in real time depending on what people are searching for, and the device they’re on. This strategy allowed the brand to reach new potential customers in the places they’re most likely to convert.

Next, they applied Target CPA. This uses data derived from the DMI’s previous campaigns, along with contextual signals, to automatically optimise bids – and maximise conversions at the desired cost per acquisition – for each auction. The automatic optimisation allowed the DMI to open up their existing keywords to broader terms, reaching more users while still preserving efficiency. This has proved particularly useful in the US, where search behaviour is often different to other markets.

The DMI began rolling out its strategy in May 2018 and, in the first six months alone, achieved the following results. Overall traffic on the website was up 59% YoY, and revenue increased by 15% over the same period. In the US specifically, website traffic rose by 81%, and revenue grew 150% YoY. From using the TCPA campaigns, US conversions grew 189% overall. In fact, US revenue now accounts for 13% of the business.