MEDIATA was asked to run an effective two month campaign for a well-known banking provider. The campaign solely promoted their new ‘Lending’ product, thus prospecting for new customers was the lead driver.
The main challenge for MEDIATA was the pressure to convert users to a brand new product, and still perform well against the aggressive eCPA target of $115.
With the Lending product being new to market, the client did not have a fully defined target audience.
MEDIATA worked with the client to select the relevant Packaged Audiences. These off-the-shelf audience segments ensured the campaign started on schedule.
MEDIATA also built up, in parallel, a Lookalike Audience. Here, profiles with similar interests and online behaviours to the client’s actual target audience base are developed. This information would be applied to both the Retargeting and Lookalike components.
Results & Analysis
The leading strategy integrating selected audiences of the Packaged component was deemed highly effective. Graph 1 clearly shows this positive start, with MEDIATA’s eCPA kicking off at just under the $115 target.
Graph 1: eCPA Results over the Campaign
As seen in Graph 2, the top four segments of the chosen Packaged Audiences achieved strong eCPA results. This is attributed to both the client’s correct choice of audiences as well as the tried and tested nature of MEDIATA’s Packaged Audiences component.
Graph 2: Overall eCPA Results for the PA Component
By week 3, MEDIATA had developed a solid Lookalike audience pool. This was entered in to the mix to complement existing spend. Graph 3 illustrates the positive effects of this audience, as further improvement in the eCPA result is evident.
While the campaign hit the required number of total conversions by week 4, MEDIATA continued to incrementally improve an already exceptionally strong campaign by up-weighting their strongest audience components.
Graph 3 shows the positive effects of MEDIATA’S strategy as the further improvement in the eCPA illustrates the strong performance of both the Lookalike and Retargeting components.
Graph 3: CPA Results over the Campaign Duration
Overall, the data collected from the client’s website, combined with MEDIATA’s unique audience data was the key to the campaign’s success.
MEDIATA’s effective strategy of combining multiple campaign components and up-weighting them at the right times propelled their performance past all other publishers on the plan.