The JUFA Hotels were looking for project-based support to compare different locations in relation to a campaign. The basis for the project was the assumption that target groups in different regions respond differently to creatives. The test project aimed to demonstrate which regions achieve the best cost-benefit effect in terms of reach and the budget spent.

To meet the requirements of the test project, we set up a series of campaigns with multiple local audience variations. We differentiated between four different age segments, as well as further segmentation by gender. More than 40 ad groups were to be compared. Additionally, there were more variations per location regarding different creatives. In total, we created five different design variations with different visuals but the same messaging in the ad copy. To avoid distorting the test, we assigned the same daily budget to each ad group and launched all activities simultaneously.

The campaign's progress provided valuable insights regarding delivery and budget allocation in relation to the different creatives and target groups. We observed varying results and delivery patterns both in terms of creatives and target audiences, which were ultimately presented in a time-sensitive manner. In the end, we concluded the ideal target audience, paired with the necessary minimum budget per region, to achieve a frequency of around 5 impressions within each ad group. In general, it is recommended that any company conduct such a test regarding regional target groups to gain background information on online behavior and delivery. However, it must also be noted that nowadays, the conversion-based approach, targeting a larger audience, is likely to achieve the desired effect more often. Regarding the project with JUFA, we were able to reach the required goal and deliver the corresponding results, visually prepared. It was a welcome change from the usual management of ongoing campaigns.

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