Google Search: Google Football Answers Made Easy

Google Search, a web search engine, used programmatic ads to target football fans in Indonesia and increase its number of daily active users.

Campaign details

Brand: Google SearchLead Agency: Toaster LtdRegion: Indonesia

Strategy

Objective

Google Search is the preferred search engine in Indonesia. But even though users knew and loved search, their usage was quite rudimentary and less frequent. This had lead to a large headroom for growth in habitual Daily Active Users for search.

On hearing from consumers, we realized Google Search was being perceived as an encyclopedia about all kinds of obscure information but not as a place to ask for everyday queries. This was resulting in a lot of occassional users who were not yet...

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