Increasing Conversions through Dynamic Ad Delivery

The Mandate

Fenster.com is the number 1 for windows and doors online in Germany. Behind the online shop is Neuffer Fenster + Türen GmbH, based in Stuttgart, the capital of Swabia. Founded on 13 January 1872, the company looks back on over 150 years of experience in door and window manufacturing for residential and commercial applications. In addition to fenster.com, we also manage the online shops for the Austrian market (fensterversand.at) and France (fenetre24).

Our challenge was to effectively advertise a broad product range for fenster.com while simultaneously maximising relevance through the dynamic delivery of ads, in order to achieve significantly higher conversions and stronger customer retention.

Our strategy encompasses the dynamic delivery of ads via a third-party tool to present personalised content based on user behaviour and interests. At the same time, we use static ads via the product catalogue to showcase a consistent and wide-ranging offer. By combining both approaches, we maximise the relevance and appeal of our advertising measures, which leads to higher conversion rates and stronger customer retention.

The Return

The results clearly show that the dynamically delivered ads (Version B) exhibit both a higher click-through rate and a lower CPC.

For optimal performance, we subsequently merged the ASC+ campaign and the campaign with the third-party tool. This led to the following results:

Twice as many conversions, almost 5 times as many impressions, double the average order value and 3 times as many clicks with an almost identical budget. In addition, we had further advantages from the dynamic delivery via the tool: automated content as well as sales or discounts are adapted to user behaviour in real time.

Personalised ads deliver higher relevance — based on user behaviour and customer interests, they are automatically adjusted.

Broad product presentation for large online shop assortments in high-quality display.

Significant increase in revenue as well as stronger customer retention.