Conversational ad That Performs - AWS Across the US & Europe
Client Overview
AWS (Amazon Web Services) is the world’s most comprehensive and widely adopted cloud platform. To strengthen brand visibility across key international markets and simplify discovery of its diverse offerings, AWS launched a DV360-powered conversational display campaign across the United States, United Kingdom, Germany, France, and Spain. The initiative aimed to engage decision-makers with personalized, interactive messaging that aligns with their specific cloud transformation interests.
Campaign Objectives
Increase awareness of AWS’s enterprise cloud solutions across Europe and U.S. markets
Deliver product-specific user journeys through interactive display formats
Build segmented audience pools based on interest and engagement behavior
Optimize media efficiency through programmatic buying and dynamic targeting
Campaign Setup
Platform: Google Display & Video 360 (DV360)
Format: Conversational display ad
Markets: United States, United Kingdom, Germany, France, Spain
Target Audience:
Cloud and IT decision-makers, CTOs, data leads
In-market for cloud, AI, migration, and data transformation tools
Desktop-first delivery with mobile retargeting
Language localization: English, German, French, Spanish
Creative Strategy
The campaign centered around a single, high-impact question:
“How can AWS help you?”
Users could choose from four tailored response options:
AWS Industry Solutions
Transform Data with AWS
Generative AI on AWS
How to Migrate
Each response triggered product-specific messaging and a direct path to a localized landing page, enabling a personalized and relevant ad experience across all markets.
Results & Key Performance Indicators
KPI | Result |
Engagement Rate (overall) | 3.1% (vs. DV360 global avg ~1.2%) |
Average Dwell Time in Ad Unit | 12.7 seconds |
Click-through Rate (CTR) | 1.4% (vs. DV360 display avg ~0.8%) |
Bounce Rate on Landing Pages | 21% (down from 38% pre-campaign) |
Top Performing Markets | UK (3.7% ER), USA (3.4% ER) |
Most Selected Topic | “Generative AI on AWS” (39% of clicks) |
Cost per Engaged User (CPEU) | €0.43 average across all five markets |
New Audience Segments Generated | 54,200 high-intent users |
Post-Click Conversion Uplift | 2.3x vs. non-exposed users |
Strategic Insights
Localized messaging led to a 19% higher engagement rate in France and Spain
The conversational format improved clarity of AWS’s offering and increased time spent in-ad
USA and UK drove the highest performance, reflecting strong market maturity
Collected audience segments are now used for product-specific remarketing and funnel progression
Conclusion
AWS’s conversational DV360 campaign showed how interactive creative can deliver meaningful brand engagement across complex product categories. The campaign achieved above-benchmark performance across all five markets while building future value through segmented audience data.
This full-funnel strategy now serves as a model for AWS’s ongoing global digital efforts, particularly in enterprise awareness and conversion across cloud and AI solutions.