2.6 M
impressions in 30 days through Google Display Ads
6.6 M
impressions over 5 months through Google Display Ads
+50,000
Meta page engagements over 2 months
54,000+
clicks to the ZEISS UK website over 6 months
ZEISS is an internationally leading technology company in the optics and optoelectronics industries.
The ZEISS portfolio guarantees its partners and customers true excellence.
ZEISS asked us for assistance with developing and implementing a new paid digital marketing strategy to promote some of its new observation-based products. Due to ZEISS’ audience, we determined that their products’ focus should be their excellence while visually resonating with their consumers – so we proposed Display Ads.
For years, ZEISS focused on European marketing efforts, such as an editorial advertising style, to promote its services. As ZEISS’ competitors, Nikon and Swarovski, began to move onto online platforms, we provided ZEISS with our marketing consultancy, which encouraged them to establish a new marketing strategy that would best suit the UK market to ensure they keep up with their competitors within the digital marketing landscape.
While talking to the digital marketing team at ZEISS UK, we sensed that the head office needed to be convinced that digital marketing methods were the way forward. The ZEISS UK marketing team expressed their concerns that even though they saw the importance of digital advertising, head office had a different mindset. Therefore, as well as our paid ads strategy proposal, we created the content for a presentation for ZEISS’ digital marketing team to present to head office, focusing on why digital marketing efforts need to be considered. We aided the marketing team in getting their ideas heard, agreed to and ultimately implemented.
Continuous Campaign Management, Refinement & Reporting
Once we began running Google Display campaigns, we were continually managing their budgets for the effectiveness of the performance. However, after some time, Google stopped the reach of the ads. Due to our management services, we quickly flagged this issue to Google to seek a reason why the ads had been stopped. As there was no clear answer, we had to contact Google directly and put our case forward that this was unreasonable. After submitting evidence and several emails, Google reversed the restriction. This demonstrates how our team of paid experts can communicate and fight for your corner so you don’t have to.
Furthermore, due to the subject of the campaigns ZEISS wanted to run, we had to be careful not to violate Google policies. ZEISS wanted to promote their Hunting range of products such as Riflescopes, Thermal Imaging Cameras and Binoculars. We knew that Google would accept some of these products; however, not the Riflescope. Google’s policies allow for hunting products but not items that enhance a gun’s functionality. Therefore, we researched numerous ways in which ZEISS could still advertise their Riflescope products to generate awareness that could utilise something other than Google.
Creative Asset Development
To further streamline the marketing’s time, we chose to take on the creative asset creation. Rather than relying on the ZEISS design team, who are busy creating other marketing material, we took on this task to help accelerate getting new Display ads launched.
By taking charge of the creative asset creation allowed the ZEISS designers to focus their efforts on other high-priority projects. We were able to alleviate pressure on the ZEISS design team and enable the ZEISS marketing team to launch their Display ads sooner.
It was vital that we fully understand the ZEISS brand in order to develop assets that aligned with their image and messaging. We made an effort to study their brand guidelines and get a sense of their design aesthetic before beginning the creative work. This diligence ensured we could effectively take on this work for them. By immersing ourselves in the ZEISS brand first, we were able to create Display ads that looked and felt authentic to the brand. This collaborative approach between our teams helped streamline processes and get impactful assets to market faster.
By combining high-quality visuals, core product messaging and descriptions, we could put ZEISS’ ads in front of consumers before they start searching for what ZEISS offers, which is essential for their overall advertising strategy. So, say a twitcher is searching for specific bird-watching spots, watching videos about the latest bird sightings in the UK or reading their favourite online bird-watching news site. This will trigger Google to display a visually engaging ad focused on ZEISS’ Bird Watching Binoculars on the next website they visit. Is it a coincidence, or is it Geek?
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