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Groupon

Screen Shot 2015-05-20 at 7.32.09 pmGiven the vast volume of deals that Groupon has live, the company was looking for a way to get the right deal in front of the right person at the right time.

Adknowledge’s AdParlor employed a very technical and scalable approach for success. We integrated with Groupon’s daily deal API to pull deal details as they went live at midnight in each city.

AdParlor instantly processed the information and created a new set of Facebook Ads.

  • We matched the deal category to interests on Facebook
  • Ensured the deal was relevant to the targeted users
  • Pulled creatives from the deal API
  • Employed a machine-learning process to optimize imaging

AdParlor also generated multiple title/text combinations that met the Facebook specifications, while still reflecting the value of the deal. From the time a deal goes live in a city, AdParlor can produce a corresponding Facebook Ad less than a minute later!

This campaign is very scalable—and ongoing. At any given time, Groupon has roughly 100,000 unique active ads across numerous Facebook Ads accounts and is acquiring thousands of new subscribers every day. While this effort is in conjunction with an aggressive Google AdWords and display campaign, Facebook is one of Groupon’s primary sources of user acquisition.

In addition to creating these ads in real time, we layered a set of city-specific domain Sponsored Stories. Users who clicked on deals, and ended up making a purchase, have a Sponsored Story appear in their News Feed. That attracted their friends to also purchase the deal. Deals were being shared at a very high volume manually, as well as through domain Sponsored Stories, increasing Groupon’s ROI from its original ad spend. To complete the circle, Groupon increased its Page management efforts to engage in conversations with its deal buyers and their friends.

Campaign Performance

Facebook has been a tremendous success for Groupon through Adknowledge’s AdParlor and it has scaled up to be one of the largest campaigns in Facebook history. The campaign has delivered tens of billions of impressions, millions of new user sign-ups, and has produced a significant number of sold deals in an active and socially engaged Groupon user base.

 

Originally post on May 20, 2015