Understanding social media effectiveness is important to marketers, especially when the results include 6.7 million unique impressions and a 20% boost in average order size. These are some of the incredible results German e-commerce website otto.de achieved and measured using Adobe Media Optimizer for social advertising within Adobe Marketing Cloud. Otto.de compared the performance of a regular Facebook ad with a special logout ad, and used Adobe solutions to collect and analyze results.
“Adobe Media Optimizer for Social gives us a powerful platform for executing on and measuring the success of our Facebook ad campaigns,” says Ilka Voss, Senior Project Manager Online Marketing at otto.de.
Tracking and segmenting capabilities in Adobe Media Optimizer also revealed other fascinating results. For example, the ratio of new clients that came to otto.de from the logout ad was 30% higher, and the company discovered that men who clicked on the ad had a 50% greater average order size than women—a statistic that will help guide otto.de’s future social marketing efforts. Find out more about otto.de’s social advertising success here.