Crafting Success: OBI's SEA Boost with Exactag
OBI enhances the performance of Google Shopping campaigns by 18%.
The challenge
As one of Europe’s leading DIY and home-improvement brands, OBI always strives for best-in-class digital marketing and thus endeavors to maximize the effectiveness of its Search Engine Advertising campaigns. For two years, OBI studied Exactag’s Marketing Performance Platform meticulously, specifically focusing on the potential benefits of Exactag’s data-driven multi-touch attribution.
OBI was in the process of testing whether attribution results could be effectively used to optimize SEA campaigns. Until then, their SEA campaigns were controlled based on Google Ads’ conversion measurement. OBI was thus in a challenging position: they needed to see if switching to Exactag’s attribution to optimize their Google Shopping campaigns could yield better results.
The key challenge was setting up a multi-week test scenario that would isolate and identify the precise effects of using Exactag’s attribution system on their SEA campaign performance compared to their standard approach.
The solution
Recognizing the need for a more powerful approach, OBI implemented Exactag’s algorithmic attribution. This solution offered a broader perspective, considering the conversion contributions of all contact points in a customer’s journey.
A significant part of the solution was Exactag’s „Attribution Push“, a feature that automatically transfers the granular attribution results to Google Ads for use in automatic bidding. This adjustment aimed to provide more precise data and more efficient and effective bidding.
To validate their strategy, OBI embarked on a 15-week test. The goal was to ascertain whether Exactag’s data could improve the performance of their Google Shopping campaigns.
They contrasted this with their Generic Search campaigns, which served as a control group for the duration of the test. The test was divided into three stages: a six-week preliminary period, a two-week ramp-up phase and a seven-week test phase.
The result
The test results exceeded expectations. During the test phase, the Google Shopping campaigns utilizing Exactag’s dynamic attribution achieved an average ROAS increase of 32% compared to the preliminary period.
In contrast, the SEA Generic campaigns, which stuck to the standard Google Ads conversion data, recorded a smaller % ROAS increase of 14%.
When accounting for seasonal ROAS increases observed in the comparison account, Exactag’s data-driven approach still resulted in an impressive ROAS increase of 18% for the Google Shopping campaigns.
This marked improvement in performance was a clear demonstration of the value of utilizing Exactag’s attribution results in OBI’s performance marketing campaigns. Based on the positive outcome, OBI made the decision to permanently integrate Exactag attribution data into their automatic bidding strategies on Google.
This successful case study underlines the potential of data-driven attribution solutions like Exactag’s to significantly enhance digital marketing strategies, providing businesses with a more refined tool to maximize their advertising ROI and automate data-driven bid optimization.
We are very happy about this affirmation of our tool and the
longterm cooperation following from this.
About OBI
#allesmachbar (we enable you) – one of the first ports of call for DIY goods in Germany and Europe
OBI can help you to design your home creatively and independently. Our range includes products and service offerings in the areas of DIY, construction and gardens. OBI’s top priority is empowering you to transform your own home in line with your own wishes, the options available to you and your DIY knowledge and skills. In addition to its bricks-and-mortar stores, OBI uses the heyOBI platform as a means of communicating digitally with customers and providing advice. OBI currently has more than 640 stores across Europe. Alongside its home market in Germany, OBI is also represented in a further nine European countries: Bosnia and Herzegovina, Italy, Austria, Poland, Switzerland, Slovenia, Slovakia, Czechia and Hungary. OBI is a company within the Tengelmann Group. Further information is available at www.obi.de.
OBI in figures
43,000 employees
646 locations in 10 countries
350 stores in Germany
More than 5 million registered heyOBI users
Total revenue of EUR 8.7 billion in financial year 2022