The Brief
Art Central were not satisfied with its sales performance and partnered with Digital Business Lab for a short but impactful collaboration. Our mission was then to swiftly optimise their Google PMax Campaign to boost ticket sales. We conducted a thorough analysis of their existing strategy, with a focus on refining targeting, optimising ad creative and copy, as well as implementing more effective bidding strategies.
The Objective
The goal was to significantly enhance the event marketing ticket sales through Google PMax campaign, ensuring a successful event.
The Solution
Strategic Google PMax Campaign Optimisation
Our team completely revamped the Google campaign structure in order to unlock its full potential. We performed a strategic overhaul that focused on two key areas: audience signals and ad strength. We improved the audience signals to reach the most relevant ticket buyers, confirming our Google ads were seen by those genuinely interested in the event. Simultaneously, we dramatically improved ad strength, writing compelling messages that connected with viewers.
Authentic Localisation
Going beyond simple translation to create truly localised ad copy, our team worked on new Traditional Chinese Google ads that significantly captured the cultural nuances and genuine tone of the local Hong Kong audience. This approach transformed a generic ad into a powerful, locally relevant invitation.
Google PMax Optimisation visuals
Key Takeaways for Art Central’s Google PMax Campaign
- Live and Strategic Google PMax Campaign Optimisation: We focused on refining key elements like audience signals and ad strength, while making live budget adjustments to align with crucial timing. As a result, our targeted approach unlocked greater efficiency and performance for the Google PMax Campaign, proving that a sharp strategy can dramatically improve results in a critical period.
- Importance of Localised and Authentic Messaging: In-depth loclisation is crucial for the success of your Google ads in specific markets. By creating a Traditional Chinese message that resonated with the local Hong Kong audience, we proved that cultural relevance significantly drives engagement and conversion.
- Rapid, High-Impact Collaboration: This case highlights the effectiveness of agile, focused partnerships. In a time-sensitive period leading up to the event, we were able to quickly diagnose the issues of the Google campaigns as well as implement efficient solutions.
About Art Central
Art Central Hong Kong is a key event during Hong Kong Art Week that serves as an international platform for contemporary art and experimentation.
Presented in partnership with United Overseas Bank (UOB), the fair showcases works from both established international artists and emerging talent from innovative Asian galleries. It is a place for discovery for both seasoned collectors and new buyers, featuring museum-quality works and cutting-edge pieces.
