Deezer connects 16 million monthly active users around the world to 73 million tracks. Available in over 180 countries worldwide, Deezer gives instant access to one of the largest and most diverse global music streaming catalogs. This year, Deezer leverages Performance Max automated solution to drive +28% subscriptions.
The challenge
Deezer is constantly experimenting new features and fluidly allocating budgets to different marketing strategies in order to generate growth in web subscriptions to their music streaming service. Deezer is an app first advertiser but was looking to scale subscriptions across media channels within a unified and dynamic framework.
The approach
With their agency Artefact, Deezer leverages Performance Max by following a 3-step process with a priority on top Web path markets:
- Step 1: first tests in US & LATAM to compare CPA versus App campaigns
- Step 2: second test in UK & DE
- Step 3: all markets deployment
The results
- +28% subscriptions gained on the web path thanks to the cross channel approach alongside existing campaigns running
- -15% CPA results on this framework compared to the App path
“Performance Max is an opportunity that can be activated quickly and at scale to optimize the web journey based on strong targeting signals, until now mainly accessible via App campaigns, for a more competitive CPA and dynamic budget optimization by channel”
Guylain Meykiechel – Head of Global Media Stategy
What’s Next
Go further in measurement and targeting by testing Google Alpha “Performance Max Insights” (still in progress)
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