Wayfair converts ready-to-buy customers with Google's in-market audiences
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Hear from two marketing leaders at Wayfair LLC -- Bob Sherwin, director of customer acquisition, and Ben Young, senior business analyst for display advertising -- about their experience driving conversions with in-market audiences on Google Display Network.
When Sherwin and Young first heard that they could target people on the cusp of making a purchase based on buying signals like sites visited, ads clicked and recent conversions, they saw an immediate fit for their goal to drive measurable ROI at scale. After targeting in-market audiences, the ad response rates for Wayfair increased by up to 20% and short-term conversion behavior increased by 10-30%. Now, 26% of all display conversions for Wayfair come from in-market audiences.
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| 2014-05-08 | Wayfair converts ready-to-buy customers with Google's in-market audiences |