How dela saves media budget on google ads by recognizing members online

Online advertising is an effective means of reaching (potential) customers: advertisements can be personalized, conversions can be realized quickly, and results can be properly measured. If you also know how to approach the right target group and exclude existing customers, you will quickly save on high advertising costs. But how do you recognize existing customers and how much costs can this really save EDM took up the challenge with DELA and started the Customer Match process.

RECOGNIZE EXISTING CUSTOMERS,
SAVE MARKETING BUDGET

The funeral insurance company spends a lot of marketing budget on online acquisition campaigns and has ongoing Google Ads campaigns. With more than 3 million members and insufficient tools to exclude these members, many consumers that are already members are reached every day. To stop wasting the marketing budget, DELA wants to recognize and exclude its existing customers.

Jonno van der Heijden - Marketing Intelligence at DELA:
“At DELA, we are constantly looking for ways to communicate more relevantly with customers, based on data, technology, and insights. In addition to that, we are a non-profit organization, and we want to keep the premium as low as possible. We hope that a more efficient use of marketing budget will make a positive contribution to this.”

CUSTOMER MATCH PUT TO THE TEST

Customer Match offers great added value for organizations. To demonstrate this added value to DELA, two uploads were made: one with the original file and one with EDM optimization. The original file was used by means of a test campaign.

Subsequently, EDM optimized the member base for Google Customer Match and uploaded it anonymously in Google Ads. The test campaign was then repeated with the optimized target group and the results were analyzed and compared with the results of the first test campaign.

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SAVING ADVERTISING COSTS UP TO € 125.000,-

Due to Customer Match, a substantial amount was saved. This was possible because EDM matched 67% more members compared to the original DELA member database. With the expansion options and by structurally maintaining the membership files, this annual saving can even increase by another 35%.

Jonno van der Heijden - Marketing Intelligence at DELA:
“Customer Match fits well within our vision and our one-on-one marketing strategy. We are excited about the result, very satisfied with the joint approach of EDM, and therefore we are looking forward to the additional applications on our other channels.”

CUSTOMER MATCH ON MULTIPLE CHANNELS

After the realized savings, implementing Customer Match on Google DV360 and Facebook is the next most logical step. In addition, there is the possibility to reach prospects that resemble the (best) members of DELA, in other words: look-alikes. This allows the funeral insurance company to communicate even more relevantly with specific target groups and potentially save even more.

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CUSTOMER MATCH: RECOGNIZE, EXCLUDE, OR APPROACH

With Customer Match it is possible to recognize customers online within Google, Facebook, and Marktplaats. Ideal for excluding customers from acquisition campaigns or for approaching customers for cross-selling and upselling. In addition, it is possible to turn every (target) group, for example your best customers, into look-alikes. This way your marketing budget is spent more efficiently, and your acquisition campaigns become more effective.


EDM is a Certified Customer Match Partner of Google in the Benelux and is the only organization in the Netherlands and Belgium that offers the possibility to expand target groups based on Google match keys. This allows customers to be matched up to 100%, providing insights into which customers should or should not be approached.

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