ACER INDONESIA

Acer Indonesia is a well-known laptop brand in Indonesia and has three product categories: Consumer, Gaming, and Commercial. They aim to sell their laptops digitally through various digital platforms and execute a full-funnel campaign, starting from awareness to conversion. They also run conversions on CPAS for several marketplaces with a KPI of achieving a 3x ROAS from each marketplace.

Full Funnel (Awareness, Consideration, Conversion)

Google, TikTok, Meta, Meta CPAS (Blibli, Shopee, Tokopedia)

Selling laptops digitally presents a significant challenge due to the atypical consumer journey from product awareness to direct purchase. The preference for digital transactions is hindered by the relatively high prices, especially within the gaming product category. Moreover, the utilization of CPAS represents a new initiative for Acer Indonesia, necessitating time for the ad account to learn and enhance its performance.

- Generated more than 55 million Reach and 895 million Impressions with an average 50% decrease in CPM compared to the benchmark in the Awareness campaign across multiple platforms.

- Increased CTR up to 0.63% compared to the benchmark and successfully decreased CPC by up to 51% through the recommendation of the best-performing content based on historical data.

- Generated more than 5,000 Add to Cart actions with an average ATC rate of 10% (Product Views to ATC) by optimizing the product set & product category of the ads

- Successfully decreased the CPA by 30% compared to the benchmark and the target, with the average conversion rate increasing by 2.67% through the optimization of the lookalike and retargeting audiences.

- Successfully achieved a ROAS that exceeded the target by more than 10 times than the target.