Conversational Ad That Performs Across the US and Europe With Google DV360

Client Overview

AWS (Amazon Web Services) is the world's most widely adopted cloud platform, serving enterprises across every industry and geography. To strengthen brand visibility in key international markets and simplify how decision-makers discover its product portfolio, AWS launched a conversational display campaign through DV360. The initiative ran across five markets and targeted cloud transformation leaders with interactive, personalized ad experiences.

Campaign Objective

The campaign set out to increase awareness of AWS's enterprise cloud solutions across the United States and four European markets. AWS needed a format that could communicate the breadth of its offerings without overwhelming users, guiding each viewer toward the product category most relevant to their role and interests.

Beyond awareness, the campaign aimed to build segmented audience pools based on in-ad engagement behavior. Each user interaction generated intent data tied to a specific product vertical, creating high-value remarketing lists for future acquisition campaigns across cloud infrastructure, AI, data transformation, and migration services.

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Audience & Targeting

Targeting focused on cloud and IT decision-makers, including CTOs, Data Leads, and infrastructure architects. In-market signals captured users actively researching cloud platforms, AI tools, migration services, and data transformation solutions. These intent layers ensured that the conversational ad reached professionals already evaluating enterprise cloud options rather than broad technology audiences.

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Platform & Channels

Media ran across premium B2B technology and business publications in each market. Contextual targeting restricted delivery to pages covering cloud computing, enterprise IT, digital transformation, and AI adoption topics. Placement quality was prioritized over volume, with viewability thresholds applied to ensure the conversational unit rendered fully on screen before counting an impression.

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Creative and Formats

The ad opened with one direct question: "How can AWS help you?" Users selected from four options: AWS Industry Solutions, Transform Data with AWS, Generative AI on AWS, and How to Migrate. Each selection triggered product-specific copy and a call to action pointing to the relevant landing page in the user's language. This structure turned a single ad placement into four distinct user journeys, with Generative AI on AWS capturing 39% of all clicks as the most selected topic.

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Geo-Focus

The campaign ran across five markets: the United States, the United Kingdom, Germany, France, and Spain. Each market received localized creative and landing page experiences, with language adaptation for German, French, and Spanish audiences alongside English-language delivery in the US and UK.