Case Study
adidas Middle East
Measuring website traffic and search volumes with a Meta conversion lift study.
The global sports brand used an account-level Meta conversion lift study to measure the effects of its multi-objective ad campaign on search traffic, and saw a 20% lift in organic search traffic.
lift in organic search traffic
lift in brand search traffic
lift in Google Performance Max traffic
lift in affiliate traffic
The Story
Leading global sports brand
adidas is a leading global brand in the sporting industry, headquartered in Herzogenaurach, Bavaria, Germany. It is the largest sportswear manufacturer in Europe and the second largest in the world.
The Goal
Boosting brand awareness
adidas wanted to conduct an ad campaign study and a conversion lift study to boost brand awareness and measure the impact of the Facebook and Instagram ad campaigns on driving website traffic, and organic and brand searches.
We aimed to understand the impact of Meta ads on paid and organic search traffic. By running multi-objective campaigns with category-led creatives and catalogs to enhance mid-funnel objectives alongside always-on lower-funnel objectives, and conducting an account-level Meta conversion lift study, we measured cross-channel traffic from custom conversions. This approach provided invaluable insights into a channel’s true impact on our business, beyond what a last-click model reveals.
Sartaj Kadian
Senior Manager, Performance Marketing, adidas
The Solution
Taking a test-and-learn approach
The adidas team sought to measure and verify the impact of its ad campaigns on website traffic, as well as organic and brand searches. The team decided to test a new strategy that involved running multi-objective ad campaigns – such as awareness, engagement and sales campaigns – alongside automated Advantage+ shopping campaigns and an Advantage+ catalogue ad campaign, and then measure the results using a Meta conversion lift study.
Meta’s Advantage+ shopping campaign is an advanced solution that uses artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes. Instead of manually setting up several different campaigns with a patchwork of ad targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimise for the best-performing ads.
With Meta’s Advantage+ catalogue ad format, advertisers upload their online product catalogue to Facebook and Instagram. The machine-learning algorithm automatically pulls photos of relevant products from the brand’s catalogue based on each shopper’s interests, and customers can then purchase directly on the advertiser’s website.
The adidas team targeted the ads to a broad audience of adults aged 18 and over in Saudi Arabia who have Android smartphones or tablets, and used the Advantage+ placements feature to automatically deliver ads across all of Meta’s placements based on which were most likely to drive the best campaign results at the lowest cost at any given time.
The team then set up custom conversions for web events to track customers’ search actions across other platforms like Google Performance Max, as well as organic and paid search. To understand the impact of its Advantage+ ad product campaigns on driving search on these platforms, the adidas team conducted an account-level conversion lift study across its brand portfolio.
The agency EssenceMediacom partnered with adidas on both campaign execution and on the strategy to measure the impact of the Meta campaign on search traffic.
The Results
Putting the best foot forward
The adidas team determined the results of this June 13–28, 2024, ad campaigns using a Meta conversion lift study, which revealed:
- 20% lift in organic search traffic
- 18% lift in brand search traffic
- 22% lift in Google Performance Max traffic
- 11% lift in affiliate traffic
- 51% lift in online purchases
Products Used
Advantage+ catalogue ads
Personalise your ads without any manual work.
Carousel
Show up to ten images or videos in a single ad.
Photo ads
Inspire your audience with photo ads.
Video ads
Capture attention with engaging video ads.
Are you looking for ways to turbo-charge your business? Are you ready to revolutionise your marketing approach and see tangible, transformative results?
Are You Ready To Grow?
Don’t hesitate! Let us create a personalised growth plan for your business.
Book your FREE Growth Plan Session now!
During this session, we’ll dive into your business, get to grips with your goals, and devise a strategy to skyrocket your growth. Just like we did for Mikro, we’ll tailor a plan that resonates with your unique brand and drives the results you want. So, are you ready to take your business to new heights? Book your Free Growth Plan Session today and start your journey to unprecedented success.
