Audience targeting challenges
Ajala Digital is a global advertising agency headquartered in Vienna, Austria, specializing in paid advertising across a wide range of channels. Founded in 2016 by ex-Googler, Pamela Wagner, Ajala Digital is a Google Partner and has helped 3000+ companies grow with custom paid ads strategies.
For the paid media team at Ajala Digital, the main challenge was the audience limitation, specifically on Meta and Google Ads when it comes to targeting niche customer segments in certain geographic regions.
"On Google or Meta Ads, one can limit the radius or location to which ads are shown. However, there is always a 5-10 mile difference, simply due to the fact that these platforms can’t determine location that accurately."
Adding programmatic into the mix
The Ajala Digital team didn't know the targeting solution they were looking for actually existed, but were open to have a conversation and explore possibilities with the Growth Channel platform. While the agency was not looking to replace their current media setup, they were rather interested in adding positive aspects in terms of offering their customers more targeted solutions.
"It took us a bit, but Growth Channel’s support made it a lot easier."
Ajala Digital worked alongside the Growth Channel team to set audience targeting, conversion pixels, and campaigns. Cost per conversion was the main metric for campaign success where the Growth Channel platform proved its capabilities making a valuable addition to agency's omni-channel paid media strategy across advertisers.
Precision targeting
"With Growth Channel being able to geofence, it has opened up new targeting capabilities, reaching potential customers more effectively than ever."
Measurable improvements:
- 6-feet precision targeting
- eCommerce purchases from Audio campaign with CPA below $10
- CPA decreased from 3 to 2 digits across eCommerce campaigns
Advice to other brands
"Give Growth Channel a try. And, give it at least 3 months… there are massive amounts of data and learning available and you won’t be able to benefit from it all in just 2 or 4 weeks."
