Purpose of Campaign

Drive qualified traffic to school supplies website; acquire new customers at as low a cost as possible.

Context

While there are a lot of consumers who are in-market for school supplies, competition is fierce, with numerous retailers leveraging intent data to win the attention of the same pool of shoppers. If you are a smaller cost-conscious company – or simply wish to keep CPA as low as possible – Digiseg can help in reaching parents while avoiding expensive bidding wars.

Audience

Households with two or more children present

Targeting Strategy

Historical data (and logic) tells us that households with two or more children spend the most on school supplies. By concentrating on those households, Digiseg can help clients bypass the bidding wars that are part and parcel to intent data targeting.

In such a campaign, Digiseg will hold off on capping CPM in order to identify the attributes of users who click on the campaign ads. When the campaign has enough data to profile the best prospects, and we can then introduce a CPC algorithm and eventually lower the CPM cap further, with the aim of offering the acquiring inventory at a cost much lower than the average CPM of the campaign.