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Jagannath University
Department of Marketing

Case Studies 26: Target Marketing with Google Adwords (David Jones)

Submitted to,
Razia Sultana
Associate Professor
Marketing Department
Jagannath University

Submitted by,
Marketing Wizard-2
Marketing Department
Jagannath University
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Group Profile
SL Name ID No
1. Md.Hedayet Ullah B170204054
2. Md.Aminul Islam B170204068
3. Md.Habibur Rahman B170204094
4. Md.Mosraqul Islam Payel B170204096
5. Md Shah Jahan Ali Sorkar B170204099
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Table of contents
SL Contents Page no.
1. Case history 4

2. Introduction 4

3. Goals 5

4. Approach 5

5. Results 5

6. Google ads 5

7. Search ads vs Display ads 5

8. How to start using targeted 6

Display ads

9. How to reach customers 6

based on interest

10. How to reach customers 7

based on demographics

11. Summary 7

12. References 7
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Case 26: Target Marketing with Google Adwords (David Jones)

Case History
Australia’s oldest retailer David Jones has dozens of department stores in Australia’s capital
cities.
•Despite having a mail-order business since the late 1800’s, David Jones suffered a few
missteps with its online presence in the early 2000’s. Now their website is integral to their daily
operations.
•David Jones is now considering online advertising as a method to drive targeted traffic to the
website. Given the prominence of Google and sponsored search, they would like to test
AdWords.
Introduction:
David Jones, founded in Sydney in 1838, David Jones has grown to 39 stores, with a strong
ecommerce presence throughout Australia. As the country’s oldest department store, David
Jones’ heritage and reputation are unmatched, but it sought to improve its digital sales by
establishing better relationships with online shoppers. In partnership with its agency Columbus,
the brand implemented three innovative remarketing strategies, which led to an increased return
on advertising spend (ROAS) and first-to market milestones along the way. “Combining dynamic
creative and bid multipliers with on-site audience groups across Google Shopping, Google
Display Network, and Search, David Jones has seen ROAS increase by 286% and conversion
rates increase by 642%. We’ve seen the uplift in conversion and ROAS justify up to a 150%
increase in bid to display the right message to the right audience at exactly the right moment in
time,” explained JP MacCormick, a business director at Columbus.

Google AdWords is an online advertising service that has become one of the main stages of
marketing in the world. Started in 2000, AdWords began as a service that was designed to be a
resource for companies looking to advertise on the web. The early days of this concept were
filled with highly complex systems that often required experts to manage them. In the early
days, AdWords campaigns were often managed by experts who knew how to use the program.
However, the tides of complexity and user friendliness have changed over the course of time
(Wikipedia.org).Today, Google AdWords is over a $60 billion company that serves millions of
businesses. Unlike the early days, AdWords is now an extremely user friendly resource that
allows businesses big and small to promote their websites in an effective way. Google has
developed tools along with AdWords that guide users to designated keywords for their
campaigns that are efficient and effective. I have used AdWords myself and can say that it is a
great resource for businesses of all sizes. The opportunities are endless, and the ability to
establish a target market is outstanding (searchengineland.com).The cost effective nature of this
program is a big part of what helped it grow. The cost effective nature of this program is a big
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part of what helped it grow. Google began its efforts to enter the advertising market by releasing
a product called Premium Sponsorship in August of 2000. This form of advertising, even though
effective, was very expensive. Within a matter of year, AdWords consumed the market to a point
where Premium Sponsorship was no longer considered a very useful or desirable product
(searchengineland.com).The goal of this paper aside of evaluating Google AdWords is to take a
close look at how a successful company in the world market is using AdWords. David Jones is a
retailer that has been around for a very long time. The company began with the name Appleton
and Jones in 1835, but later changed to the name David Jones in 1838. This company is a very
successful retailor that is based out of Australia. This company has had a lot of success over
the course of time and has grown into a retail giant that is now known around the world.

Goals
• Implement latest remarketing strategies to transform David Jones website visitors from
browsers to buyers
• Achieve first-to-market success by positioning David Jones at the forefront of product and
strategy innovation
• Drive incremental revenue at a more efficient rate than previous remarketing strategies
Approach
• Used remarketing lists for search ads (RLSA), Google Display Network (GDN) dynamic
remarketing, and dynamic creative to increase ROAS while reaching new consumers • Rolled
out funnel-based remarketing strategy aimed at engaging consumers further along the purchase
funnel.
Results
• Google Shopping remarketing lists for search ads saw a 97% increase in conversion rate and
a 72% increase in return on ad
• GDN dynamic remarketing increased conversion rate by 642% and decreased cost per sale by
74%
• Optimised remarketing list for search ads delivered a 34% increase in return on ad spend and
a decrease in cost per sale by 23%.
What is Google Ads?
Google Ads, formerly known as Google AdWords, is an advertising service by Google that
allows businesses to display ads on Google search results and its advertising network.
If your business caters to a particular age, gender, or parental status, refine your Google Display
Network targeting with demographics to target the right audience.

Search ads vs Display ads

While Search ads show up to potential customers the moment that they start looking on Google
for what you offer, Display ads show up while people are visiting sites across the Google Display
Network.
When running Display ads, you might not reach those who are actively searching for what you
offer. That said, you’re still introducing your business to a specific target audience who is likely
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to be interested in your products or services. This may help you to reach a larger or completely
new audience than simply through search.

What is GDN?
Google Display Network (GDN) is a group of more than 2 million websites, videos, and apps
where your Google Ads can appear.
How to start using targeted Display ads
Google Display Network targeting allows you to set where or when your ad is shown based on
features of your ideal audience, such as their personal interests, age or gender. This means
your ad can show up on sites related to your business, or to users who match the specific
criteria that you’ve specified.
If you aren’t already running ads on the Google Display Network as part of your Google Ads
account, here’s how you can do so:
⦁ Log into your Google Ads account
⦁ Click on “Campaigns,” and then “New Campaign”
⦁ Select "Display Network only" as the campaign type
From here, select the types of Google Display Network targeting that you’d like to include as
part of your campaign. To find out about the different types of ways to show ads to users and
how to set them, keep reading.

How to reach customers based on interest

Interest targeting is exactly what it sounds like – it allows you to show your ad to people who are
interested in your products and services, or those who engage in activities related to your
business. There are three categories of interest targeting you can choose from:
Affinity Audiences
This includes 80 different groups based on interests or hobbies, such as "sports fans", "auto
enthusiasts", or "gamers". You can choose to show your ads to one or more of these audiences.
Custom Affinity Audiences
To narrow your targeting even further, create your own custom audience using keywords.
If you’re running ads for your running shoe shop, you might use keywords such as "marathon
training", "beginner runners", and "running tips". When you set up your custom audiences, your
ads will be shown to people visiting websites that contain these keywords.
You can also add specific URLs that runners might visit, like running.com or runnersworld.com,
to target sites where you would like your ad to show up.
In-Market Audiences
With In-Market Audiences, you can identify customers who are actively looking at products or
services similar to yours. Running with the same example, these might be customers who have
added running shoes to their shopping cart while browsing a website, or those who have
browsed numerous sites related to running shoes.
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How to reach customers based on demographics

Aside from targeting customers based on their interests, you may also base your targeting on
demographics. These include:
⦁ Age: "18-24," "25-34," "35-44," "45-54," "55-64," "65 or more," and "Unknown"
⦁ Gender: "Female," "Male," and "Unknown"
⦁ Parental status: "Parent," "Not a Parent," and "Unknown"
You can combine demographic targeting with affinity audiences and in-market audiences to
reach a narrower, even more relevant customer base.
For example, if you own a baby boutique and want to promote your prams designed for jogging,
you might focus on the "Parent" demographic group along with affinity groups based on running,
fitness and athletics.
You can also exclude specific demographic groups from seeing your ads. If you know the
majority of your customers are senior citizens and want to focus exclusively on this segment,
you can set up your campaign to exclude all age groups except "65 or more".
Bear in mind that the more specific you are with your targeting, the fewer people will see your
ads. Test various combinations of targeting to see which brings you the most conversions.
To set demographic targeting in your campaign:
⦁ Go to the Display Network tab in your Google Ads account
⦁ Click the "+ Targeting" button, and choose the ad groups to which you'd like to add
demographic categories
⦁ Click "Add Targeting" and check the boxes for the demographics you want to target

Summary
For those who want to grow their businesses and reach out to a wider audience, Display ads
are a great solution. Make sure you serve your ads to consumers who are likely to convert by
using Google Display Network targeting, and narrow down your audience based on their
interests and demographics.

Reference:
⦁ https://www.davidjones.com/
⦁ https://ads.google.com/
⦁ searchengineland.com
⦁ Wikipedia.org
⦁ https://getmoretraffic.com.au/
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