How Alibaba partnered with Adcash and saw leads increase by 150%
Alibaba was already a well established brand in China, but needed to boost their recognition and customer base globally. Adcash built them a tailor made digital advertising solution, combining our extensive global reach and cutting edge technology resulting in more than 100,000 enquiries in 5 months. All under budget.
Launched in 1999, Alibaba.com is the leading platform for global wholesale trade, serving millions of buyers and suppliers, worldwide. Alibaba.com brings people hundreds of millions of products in over 40 core categories, including consumer electronics, machinery and apparel.
Buyers for these products are located in 190+ countries and regions, and exchange hundreds of thousands of messages with suppliers on the platform each day. Although Alibaba is a global enterprise, there were regions where their brand awareness was not as strong as their local competitors.
The main challenge for Adcash was to introduce the Alibaba platform in new locations, where brand awareness needed strengthening while boosting conversion rates.
Adcash combined their cutting-edge digital advertising technology, with manual optimization and extensive marketing know-how to build a complete, all-in-one solution to suit Alibaba’s needs.
This started with working with Alibaba to understand the types of customers they were looking for; building an audience to target and reach. Once they had done this, the next step was to design creatives and landing pages, perfectly suited for the global nature of the audience.
Then their dedicated team of optimization experts set to work; setting up the campaign using their custom-built ad platform, targeting traffic sources that had been identified as a solid match with Alibaba’s desired target audience. At the same time, the optimization team ensured that all of the relevant tracking code was in place.
After this was all ready, the campaign was launched, allowing their machine learning capabilities to take over the bulk of the optimization. When the campaign was first launched Adcash targeted a broad range of verticals. Fairly quickly the powerful Adcash optimization engine determined that online entertainment and ecommerce (like price comparison sites) were performing the best. As a result, the campaign was dynamically adjusted to focus on these verticals.
Similarly, when it came to the best device types to target, the incredibly powerful Adcash platform was able to quickly and efficiently identify what works best and where. The system detected that, while mobile users were engaging with the Alibaba campaign, they were less likely to convert than desktop users.
As a result of this, the campaign was further optimized; tailor-made CPM based ads were served to mobile users, to drive brand awareness, at a low cost, while CPC / CPA ads were shown to desktop users. This dynamic, device targeting optimization meant that Alibaba received the best visibility and user acquisition rate for the investment.
Identifying traffic that was providing quality leads for Alibaba and blacklisting non-converting traffic. Thanks to Adcash’s advanced targeting capabilities, they were able to do this on a granular level; picking out device types, cities and browsers that were not providing desirable results and exclude them from the campaigns.
At the same time, the campaign was monitored by the optimization team; A/B testing landing pages and creatives, making sure the audience the campaign was reaching was as relevant as possible.
Thanks to this unique combination of ad-technology, manual optimization and digital marketing know-how, delivered by Adcash, Alibaba saw their leads increase by 150% within 6 months. In addition to this, the smart optimization provided by Adcash meant Alibaba received a 100% increase in conversions, during this same six month period.
As a result of these impressive numbers, Alibaba launched several campaigns and maintains a strong partnership with Adcash.