Segmentation-Focused Campaign Structure to Better Direct Creative

While consolidation is typically easier to manage because it allows for fewer campaigns and variables to account for, it isn’t always ideal, as brands often want to segment by audience or, in Dave’s case, network, so as to better direct creative and improve reporting.

With Dave, the MuteSix Google / YouTube team thus chose to segment out Search from Display and YouTube video placements so as to better showcase the brand’s compelling creative. This meant spending more on discovery-intensive placements like YouTube and Display, while also trying to scale up intent-based placements like Search.

Extensive Creative A/B Testing to Maximize Potential

In order to achieve this desired scale and maximize potential across YouTube and Display, MuteSix developed new static and video creative, updating assets to include all aspect ratios so as to increase the amount of video inventory as much as possible so as to show a particular ad. 

To further maximize campaign success, we implemented a unique solution to A/B test creative, which allowed us not only to get a more accurate read on performance, but to simultaneously test new assets to boost it, which is typically challenging given the way UAC campaigns are inherently set up.