This major consumer banking division wanted to acquire a large amount of new customers for their ‘Mortgages’ product. This campaign was to be the re-launch of their product, thus MEDIATA faced the challenge of successfully optimising towards leads, working to an ambitious eCPL target of $150.
MEDIATA opted for the most relevant audience products that time and data constraints would allow for. Packaged, Lookalike (LAL) and Retargeting (RT) audiences were chosen.
As optimisation was the sole focus of this campaign, it was essential to quickly build a rich understanding of the most likely to convert audience.
This occurred in real-time by deploying pixels on the client’s website to track what types of users visit the site.
After tracking a volume of users that were statistically significant and washing it against MEDIATA’S profile DB, MEDIATA was able to identify common user characteristics. This information would subsequently aid in the up-lift of the Lookalike and Retargeting components.
Results & Analysis
The campaign began with a blend of all three components. Results for the first week were encouraging, but over target.
MEDIATA immediately contacted the client to discuss options. It was revealed that performance was slow across all publishers due the immaturity of the campaign and the potential mismatch in target audience information and data.
The client urged MEDIATA to find a solution for the ‘below expectations’ start to the campaign. It was determined that there was a disparity in the selection of audiences for the Packaged audience component, hence its poor results.
This drove MEDIATA to favour the Lookalike and Retargeting components.
Having insight into the quantitative data of the Lookalike and Retargeting audiences meant that MEDIATA had a detailed audience pool of the most likely to convert online users.
As seen in Graph 1, this solution was deemed very successful, as the campaign saw a big increase in the amount of leads. By week six (only halfway through the campaign) the lead target was reached.
Graph 1: Lead Volume Over time
In order for MEDIATA to maintain their low eCPL results, optimisation of the best audience components was necessary from week 9 onwards. The eCPL comparison in Graph 2 indicates that Lookalike was the best performing; hence it was up-weighted to end the campaign.
Graph 2: Overall eCPL Results of each Audience Component
Graph 3 shows the effectiveness of the Lookalike uplift. The continued improvement of MEDIATA’s eCPL results illustrates the component’s efficiency and further validates the successful strategy that MEDIATA implemented for this campaign.
Graph 3: eCPL Results over Time
MEDIATA was the only vendor on the plan that manged to come in under the CPA target.