Lenovo used remarketing on the Google Display Network to re ...

About <strong>Lenovo</strong>
• www.lenovo.com
• Beijing, China; Raleigh, NC
• Personal computer manufacturer
Goals
• Reach users who had previously visited
<strong>Lenovo</strong> website
• Drive online sales of <strong>Lenovo</strong> computers within
desired ROI
Approach
• Tagged product pages and other high-traffic pages
• Created lists for general visitors, abandoned
shopping cart and purchasers
• Served ads tailored to these groups featuring
specific products and promotions
• Adjusted bids, ads and lists for continual
optimization
Results
• Easy implementation and tag set-up
• Remarketing drove 20% of campaign
total orders
• CPCs for <strong>remarketing</strong> ads 14% lower than
campaign CPCs
• Reduced expense-to-revenue ratio by 14%
Case Study | Remarketing
<strong>Lenovo</strong> <strong>used</strong> <strong>remarketing</strong> on the Google Display
Network to re-engage customers, drive direct sales
and reduce its CPCs.
With operations and offices around the globe, Chinese-based <strong>Lenovo</strong> Group is one
of the fastest-growing major PC manufacturers in the world. In 2005, it acquired IBM
subsidiary IBM PC Company Division, making <strong>Lenovo</strong> the fourth-largest personal
computer vendor worldwide as of 2009. <strong>Lenovo</strong> markets its ThinkPad and IdeaPad
computers to consumers, as well as to small- and medium-sized businesses.
A new opportunity
“<strong>Lenovo</strong> has always had a wide media mix, but in recent years, there’s been a big
portion of our marketing devoted to online,” says Gary Milner, Director of Global
Interactive Marketing at <strong>Lenovo</strong>. A veteran of search advertising, <strong>Lenovo</strong> began
using Google display advertising in April 2008. “Our goals for our search and
display campaigns have been very direct-response-foc<strong>used</strong>, based on direct sales
on <strong>Lenovo</strong>.com,” adds Amy Boaz, Interactive Marketing Manager at <strong>Lenovo</strong> for
display programs, including mobile.
To help drive online sales of its laptops and reach users who had previously visited
the <strong>Lenovo</strong>.com site, <strong>Lenovo</strong> decided to explore <strong>remarketing</strong> on the Google Display
Network in Spring 2009. Remarketing allows you to tag users who visit your site and
show them tailored ads when they later visit other pages across the Display Network.
“When we learned about the <strong>remarketing</strong> beta, we thought it was a great
opportunity to grow our partnership with Google,” says Caitlin Rollins, Associate
Media Director at Neo@Ogilvy, <strong>Lenovo</strong>’s digital agency. She explains that <strong>Lenovo</strong>
uses DoubleClick for Advertisers, and therefore already had Spotlight tags set up,
making implementation of <strong>remarketing</strong> tags easy. “It made for a seamless transition
into the <strong>remarketing</strong> beta,” she adds.
<strong>Lenovo</strong>’s strategy
To start, the team at <strong>Lenovo</strong> tagged the home page, individual product pages, as
well as accessory pages and other high-traffic pages on the site. They created lists
to divide visitors into three separate groups: abandoned shopping carts, general
visitors with no shopping cart items, and purchasers. Display ads were then tailored
to each group to feature targeted product information and promotions.
The abandoned shopping cart group was served ads with a strong call-to-action to
purchase, referencing the specific product line the visitors had placed in their carts.
Ads also featured coupon codes offering a five to 10 percent discount.
The group of general visitors who had not yet begun a shopping cart also saw
<strong>remarketing</strong> ads. “They were served a more general, higher-level message, such as, ‘Still
searching for a laptop?’ along with a discount. It’s insinuating that we know they’re still
looking for a laptop, comparing prices, and shopping around,” explains Amy.
And the third group, those who had already made a purchase, saw ads acknowledging
their purchase and suggesting complementary accessories such as laptop bags.

About Google Display Network
The Google Display Network offers text, image,
rich media, and video advertising on Google
properties, YouTube, and millions of web, domain,
video, gaming, and mobile partner sites. From
mass media to niche sites, advertisers can find
the most engaged audiences, place ads on the
most relevant pages, and achieve performance at
scale through our innovative targeting technology.
Using our tools, advertisers can build ads,
measure results, optimize campaigns, and expand
their advertising reach to specific audiences all
over the web.
For more information, visit
www.google.com/displaynetwork
About Remarketing on the Google
Display Network
Remarketing on the Google Display Network allows
you to reach people who previously visited various
pages of your website, and show them a tailored
message after they leave your site. Your message
appears to these visitors as they browse other sites
across the Google Display Network. It’s a powerful
way to continue the conversation you began with
them on your site.
For more information, visit
www.google.com/ads/innovations/<strong>remarketing</strong>
Efficiency and evolution
Incorporating <strong>remarketing</strong> into its marketing strategy has proven positive for
<strong>Lenovo</strong>. During a Q3 2010 campaign that included <strong>remarketing</strong> from several
vendors as well as standard display, Google Display Network <strong>remarketing</strong> drove
20 percent of total orders and achieved a cost-per-click (CPC) 14 percent more
efficient than the campaign CPC. Overall expense-to-revenue ratio for this
campaign also dropped 14 percent due to <strong>remarketing</strong> activity.
“We’re happy with the performance of <strong>remarketing</strong> on the Google Display Network,”
says Caitlin.
The team regularly optimizes for success by measuring campaign ROI with
conversion tracking and then adjusting its bids, ads and <strong>remarketing</strong> lists. “We
optimize our quarterly marketing budgets by continually bidding higher or lower on
certain lists, or optimizing ad creatives until they meet our goal expense-to-revenue
ratio,” says Gary. “Our <strong>remarketing</strong> lists have evolved,” adds Caitlin, “and they’re
much more advanced now than when we launched our campaign.”
In the future, <strong>Lenovo</strong> will continue tweaking its <strong>remarketing</strong> campaigns to drive
online sales “We plan to continue using <strong>remarketing</strong>, and we’re hoping to build out
our campaigns further,” says Caitlin, noting that they foresee using <strong>remarketing</strong> in
their global initiatives.
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