School start campaign needs to lower CPA

3.2M

Impressions

28.55K

Clicks

€3.89

CPA

Campaign Goal

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

The Challenge

The back-to-school season is short; parents tend to shop for school supplies for their children in the weeks leading up to the start of the school year. 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. Because cost was a key concern, the client turned to us for help in reaching parents while avoiding expensive bidding wars.

The Solution

Historical data (and logic) tells us that households with two or more children spend the most on school supplies. By concentrating those households, We could help the client bypass the bidding wars that are part and parcel to intent data targeting. Initially, we opted not to cap CPM when purchasing inventory in order to identify the channels, day-parts and other attributes of users who clicked on the campaign ads. After 300 clicks the campaign had enough data to profile the best prospects, and we could then introduce a CPC algorithm to its inventory acquisition strategy. After an additional 300 clicks, we lowered the CPM cap further, acquiring inventory at a cost that was just one-third of the average CPM of the campaign — a tactic we could deploy thanks to the full reach of our audience data. Unlike the other vendors in the campaign, our data allowed the client to target all households with children, and not just those consumers whose online behavior indicated shopping intent. As the algorithm learned how to identify the best prospects, the targeting strategy was shifted to CPA.

The Results

CPA using Digiseg data was 32% lower than other data source

Impressions 3.2M
Clicks 28.55K
CPA €3.89

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