Case study · E-commerce
Refining B2B search targeting to increase ROI by 13%.
A B2B e-commerce platform specializing in office products was running search campaigns without a reliable way to identify which user segments and moments actually drove results. AD cube's Target Optimization was used to isolate the platform's most promising segments and translate that analysis into tailored, continuously adjusted campaigns.
Project overview
Sector
B2B product e-commerce (office products).
Channel
Search advertising campaigns.
AD cube module
Target Optimization.
Objective
Improve search campaign ROI through more precise audience targeting.
The decision challenge
Knowing which segments deserved investment, and when.
The advertising team needed to determine which search audiences to prioritize and at what moments to engage them, but had no reliable way to separate the most valuable segments from the rest of their search traffic. Without that visibility, budget risked being spread across users and moments less likely to convert.
The method
From segment analysis to continuously adjusted campaigns.
AD cube's Target Optimization was used to pinpoint the most promising segments within the platform's search campaigns, each built into a dedicated campaign with its own age, gender, location and timing parameters.
From there, machine learning algorithms kept analyzing incoming performance data and adjusting those same parameters automatically, in real time, rather than through periodic manual review. Segment identification therefore did not stop at analysis: it fed directly into campaign construction, and then into ongoing adjustment as market conditions changed.
Audience segments
Identified within search traffic to isolate the most promising audience groups.
Campaign parameters
Age, gender, location and timing set individually per campaign.
Targeting adjustments
Applied automatically by the AI as performance data changed.
Results
+13%
ROI increase
ROI improvement recorded after the introduction of more precise audience targeting.
The business impact
This result indicates that search investment was directed toward more relevant audience segments instead of being distributed across broader, less qualified traffic. Continuous automated adjustments also reduced the need for periodic manual recalibration, turning targeting into an ongoing process informed by current performance data.