Medical Care Company uses Cookieless data to beat retargeting CPA
Campaign Goal: Broaden target audience of search engine advertising activities in order to increase conversion rates.
Acibadem Mobil, an Istanbul-based private care company that delivers a range of in-home medical services, faced a common challenge: search-marketing initiatives were successful but reach was limited. Retargeting, as usual, was similarly limited, lack of quality visit volume meant a small retargeting pool.
The company was keen to expand their reach to attract more customers but faced the challenge of a very narrow target group. Only upper-income households tend to purchase in-home medical services. Complicating matters further, pre-built audience segments were also too broad, as most households, regardless of resources, simply don’t need at-home nursing and blood test services.
Audience: Households that need and can afford in-home nursing and blood-testing services
Digiseg designed a custom audience for Acibadem’s agency, Programatik Istanbul, based on a combination of attributes that targeted higher income, higher educated households. The segment was composed of households with two or more cars, higher educated homeowners and are within the top 10% of highest income households.
Results: Acibadem Mobil tested Digiseg’s custom audience segment against two targeting strategies: website visitors and households greater than one kilometer away from the hospital. Digiseg substantially outperformed both existing = targeting strategies:
|Website Visitor Retargeting||Geo-targeting|
|CTR improvement delivered by Digiseg||+7.7x||+9.9x|
|eCPA improvement delivered by Digiseg||32%||107%|