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Aventus achieves 12% increase in instore visits from Google Ads clicks

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INCREASE IN CONVERSION RATE

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CONVERSION RATE TO INSTORE VISIT

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IMPROVEMENT IN AD ENGAGEMENT

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increase in organic traffic

Aventus Property Group

aventusproperty.com.au

Aventus Property Group (aventusproperty.com.au) is the private investor and manager of 20 large format retail centres across Australia. The retail centres consist of over 593 retailers and continue to grow each year. Aventus Group is currently valued at $1.95 billion.

One Egg Digital worked with Aventus for over 3 years. The contract began as a small engagement to drive shopping centre awareness by building and maintaining Google Ads accounts for the centres. Over the years this grew into a larger contract with One Egg centrally managing a wide range of digital marketing and website services for Aventus.

Services Provided

Goals

Drive more customers into the retail centres with intent to purchase

Challenges

Siloed advertising budgets per location, events and platforms meant One Egg were unable to optimize account spend and capital allocation. This affected a range of performance metrics and required a paradigm shift in the way we modelled the user journey of the digital customer.

highly detrimental to SEO performance with many instances of duplicate content, costly hosting environments and double up marketing promotions.

Inability to track from platform promotion to instore visitor was a primary hurdle to measuring marketing effectiveness. Tying all of the marketing efforts together to understand marketing effectiveness down to driving in store traffic was a key issue to overcome in order to unlock more offline investment to transfer to online to create a more holistic user journey model.

Stephanie Parker

Head of Customer Experience, Aventus Group

Great experience working with One Egg. Really switched on and smart guys. For for the first time ever they showed us how many people are actually visiting our stores based on our online activity, that was a huge milestone for us. They helped us reduce our cost per click and help drive more traffic to our stores.

Tactics

Over time Aventus’s engagement with One Egg expanded to cover a number of advertising platforms, strategies and tracking solutions. The expansion strategy consisted of incremental advertising investments with a focus on tracking our ability to relate our investment back to driving visitor traffic into stores.

Google Ads

One Egg’s relationship with the Google Ads team allowed us to access new Beta products that may be relevant to our clients. This was particularly relevant for Aventus as we were able to utilise Google’s instore tracking. This is a Beta product which uses a number of signals to match Google account users that have clicked on ads and ended up in a store location. In this way we were actually able to see how much of our advertising spend actually ended up inside a retail centre. This was akin to striking gold and allowed us to prove the performance of our campaigns and scale upwards.

Coupled with our tracking advancements we built a series of hyper local campaigns which focused on bottom of funnel purchase intent. These campaigns tied back trending products in the centre to low funnel keywords.

Social Ads

We employed a multi platform strategy tying in top of funnel social ads with bottom of funnel search intent ads. A key success in our campaign structure was the interplay between social ads and search ads. We had strong tracking abilities at the bottom of the funnel, we used social ads to constantly top up the top of the funnel and ensure strong campaign performance all the way through the funnel. Social and search were adequately weighted via the marketing metric, (discussed in the next section) to ensure campaign investment was optimally allocated.

EDM’s

One Egg assisted Aventus to migrate from a clunky legacy EDM system to a modern streamlined email marketing solution. This allowed centre managers to easily design and produce EDM’s for ongoing promotions and events.

Analytics and attribution

One Egg was tasked with coming up with a simpler way of understanding how all the marketing activities are performing. In response, One Egg developed the ‘marketing metric’, a scaled and weighted analytics solution to allow Aventus to easily gauge performance from a number of traffic sources combined. The marketing metric is an algorithm which captures the performance of a given centre in a given period. The metric was developed to simplify the tracking of marketing performance by combining traffic sources and creating an easy to understand metric, a score between 0 and 100 for a given month. The algorithm works by first scaling input features to a common scale, then weighting them based on predetermined values decided by Aventus and then adding source scores together to produce an overall score for a specific centre. The input features that the marketing metric captures are (decided by Aventus):

This was presented in the form of a dynamic real time dashboard so that marketing performance could be reviewed by anyone in the company in real time and getting a feel for overall marketing efforts and performance at any time. This was revolutionary for the company. The below graph shows the average marketing metric for all centres from February 2019 to May 2020. (the dashboard can be used to drill down and review specific centres and alternative dates)

One Egg was able to pull all the different activities together through a centralised project manager with experience across digital marketing activities. This level of experience and clarification allowed us to constantly be running and planning new promotions and activities in each centre, communicate and coordinate consistently between relevant teams, centre managers and multiple advertising platforms, clearly report on performance and generate a feedback loop for consistent improvement. The project manager tied together our dedicated support team of 8 staff to service Aventus across the range of services we provided.