Le Monde: a Google Ads and programmatic campaign to win over Africa
The newspaper Le Monde wanted to identify the most cost-effective advertising channels to grow its audience in Côte d'Ivoire, Senegal and Morocco. Digit Communication designed and ran a test phase on Google Ads and programmatic.
+6 735 000
impressions on Google Ads
Key figures
The results at a glance
+6 735 000
impressions on Google Ads
+27 906
clicks on Google Ads
0,07 $
average CPC on Google Ads
+1 394 265
programmatic impressions
Figures from the first month of the campaign
01
The need
Le Monde is looking to expand its presence in Africa, targeting Côte d'Ivoire, Senegal and Morocco. The aim of the test phase: explore the best creative approaches, formats and advertising platforms to maximise return on investment, compare Google Ads with programmatic advertising, and lay the foundations of a lasting advertising strategy.
02
Our approach
Budget allocation: an even split between Google Ads display (50%) and programmatic (50%) to compare the two approaches.
Campaign setup: one campaign per country (Côte d'Ivoire, Senegal, Morocco) on each platform; two ad groups per creative angle and per format.
Launch: varied creative ads, diverse formats and A/B testing.
Monitoring and optimisation: real-time tracking by campaign, country and platform; regular optimisations.
Weekly reporting: click-through rate, impressions, conversions and ROI, with trend analysis.
Budget reallocation: every week, budget moved to the best-performing campaigns.
03
The results
From the very first month:
Google Ads: 6,735,000+ impressions, 27,906+ clicks, average CPC of $0.07
Programmatic: 1,394,265+ impressions, 4,808+ clicks, average CPC of $0.31
The test phase identified Google Ads as the most cost-effective channel for generating low-cost traffic.
Expertise
Services involved
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Contact
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