Elsevier is a global leader in information and analytics, providing cutting-edge research content, educational resources, and advanced data solutions for the healthcare, scientific, and academic sectors. With a strong commitment to innovation, Elsevier empowers researchers and professionals worldwide to advance knowledge and improve outcomes. (elsevier.com)

Challenge

As Elsevier aimed to expand its reach in the digital and app markets, it required a robust, data-driven approach to maximize visibility and engagement across Google and Apple platforms. The objective was to optimize ad performance and drive relevant traffic, boosting app downloads and user acquisition across multiple regions.

Strategy and Execution

In managing Elsevier’s Google Ads account through Publicis Group, I executed a comprehensive strategy that included:

• Keyword Analysis: Conducted in-depth keyword research to identify and target high-intent terms aligned with Elsevier’s key content areas, ensuring effective engagement with target audiences.
• Creative Optimization: Developed compelling ad creatives for both Google Ads and Apple Ads, tailored to resonate with Elsevier’s diverse audience across academic and professional fields.
• Audience Segmentation: Implemented detailed audience segmentation to better reach and engage users with content specific to their needs and interests.
• Regular Performance Reviews: Conducted continuous performance reviews, allowing for strategic adjustments based on real-time data to optimize engagement, visibility, and conversions.

Results

The continuous optimization efforts across Google and Apple platforms led to significant improvements for Elsevier:

• Increased App Downloads: Achieved a measurable boost in app downloads by targeting highly relevant audiences and refining ad placements.
• Enhanced User Acquisition: Drove quality user acquisition through targeted ad management, helping Elsevier build a strong, engaged user base for its app.
• Strengthened Brand Presence: Reinforced Elsevier’s brand across digital search platforms, supporting growth objectives and improving their visibility in both the digital and app markets.

This data-driven, adaptive approach enabled Elsevier to connect with a wider, more relevant audience, positioning them for sustained growth and ongoing digital success.