Moose Mobile was a relatively new mobile phone service provider in Australia’s competitive mobile service industry. It had a strong and stable rating score of 4.7 out of 5.0, but needed additional exposure for new customers.
Leveraging its strong rating score alongside ProductReview Ads, Moose Mobile was able to obtain 100% share of voice in the mobile phone service category.
This enabled them to show their review content and rating scores on all their competitors’ listings, thus displaying their brand and reviews to the 50,000 viewers who would flow through ProductReview’s mobile phone service category a month.
Moose Mobile is now the leading mobile phone service provider according to Australian customers on ProductReview and is rated #1.
Known for its major kitchen and laundry appliances, Bosch was looking for a way to break into the competitive floorcare market with its new stick vacuum cleaner range. It already had a well rated stick vacuum cleaner, yet was still relatively unknown in the floorcare space.
Bosch identified the need to establish itself as a contender alongside the likes of Dyson and Miele in the minds of consumers.
With its well rated Bosch Athlet stick vacuum cleaner, Bosch decided to target in-market consumers on the ProductReview’s Stick Vacuum Cleaner category by promoting its hero product through ProductReview Ads.
This enabled them to block all competitors from advertising in the Stick Vacuum Cleaner category, and also provided them with 100% share of voice in this category. As a result, Bosch was able to showcase their Bosch Athlet Stick Vacuum Cleaner to the 85,000 monthly visitors to this category.
After engaging in ProductReview Ads, the Bosch Athlet achieved nearly double the amount of page views for the Bosch Athlet.
The increased visibility and awareness of Bosch in the floorcare space has helped Bosch improve its performance in end of financial sales, and Christmas and Boxing Day sales. It has also begun to establish Bosch as an emerging contender in the floor care space.
View Through Conversions
How ProductReview Ads are a catalyst for sales conversions.
While last-click attributions are still being used as a primary performance metric for most advertisers, brands are increasingly looking to better understand the different touch-points that consumers use throughout their purchasing journey. By understanding when and where consumers are exposed to an advertiser’s brand, advertisers are beginning to identify and distill the specific touch-points that act as a catalyst for a conversion.
After working with several partners across multiple categories, advertisers on ProductReview.com.au were reporting an uplift in their sales revenue following an advertising campaign with us. However, this increase in reported revenue was not being reflected in the volume of clicks that were being recorded.
This meant that a proportion of users were seeing an advertiser’s ProductReview Ads, and these ads were acting as a catalyst for their conversion. However, this conversion was taking place without the user directly clicking these sponsored placements.
To better understand the impact that ProductReview Ads were having on sales volumes, we partnered with several advertisers to measure the proportion of non-direct conversions that were coming from ProductReview.com.au. We also segmented and tracked the performance of different placements of the ProductReview Ads to understanding of the spread of conversions across various placements.
The three main ad placements that were measured were the -
- Category page where the advertiser’s hero listing was pinned as the first and last result.
- Competitor listings where the advertiser’s rating and review content was displayed across the page.
- Advertiser listing where there was a clear call to action for users to click through to the advertiser’s landing page.
After running our non-direct tracking experiment for several weeks, advertisers were able to see that on average -
- 4.90% of conversions came from users who had began their journey from the category page.
- 52.94% of conversions came from users who had began their journey on a competitors’ listing.
- 42.16% of conversions came from users who had began their journey on the advertiser’s listing.
This meant that ProductReview Ads were disrupting the purchasing journey of researching consumers, with over 52% of total conversions coming from an advertiser’s competitors’ listing.