To identify new groups of customers, the team uses, among other things, behavioural or interest targeting to advertise specific products and product groups. In addition to the acquisition of new customers, Luis and Robin work on retargeting. This involves addressing users who had already searched for products on Kaufland.de in the past. Just like in SEA, the aim is to track the performance of campaigns to constantly optimise them and test new formats and marketing channels.
The use of synergies: perfect cooperation with other teams
Of course, all the tasks in SEA and Display Advertising cannot be done completely manually. The teams rely on automation when it comes to managing the campaigns and their optimisation. These are based on data, as they are implemented according to the company principle ‘Don’t believe – know’. This is where Hillel, a marketing engineering and controlling trainee, plays an important role.
Hillel supports the teams so that they can make data-based decisions. The huge pile of data from various channels is adequately processed and made visual by him, offering valuable insight that is used to support the campaign optimisation. Furthermore, Hillel is tasked with programming automated alert bots: If something in the day-to-day business goes differently than planned, the teams are notified, making it possible for them to take immediate action and counteract.