Finance Case Study: College Savings Program
DRIVING CPA PERFORMANCE THROUGH IDEAL PAGES | ADVANCED CONTEXTUAL
OBJECTIVE
State-sponsored college savings program wanted to generate efficient account sign-ups by targeting consumers in the mindset to be receptive to their message.
STRATEGY
To achieve the client's CPA goals, we created custom Content Targets around:
“College Savings Plans”
“Pre-School Prep & Graduation” and
“Kids’ Birthday Parties”
We discovered ideal pages & sites within our Content Targets, then identified trending topics driving sign-ups.
We optimized towards the top performing content, ad sizes, & pages relating to "College Savings Plans" which preformed best against the CPA goal. We added a Content Target around "Millennial Parenting" mid-flight based on trending topics found during the campaign. Using our pixel data, we also identified ideal audiences & other content areas of interest, including "Tech Startup News," "Apartments," "Business," and "Credit Cards."
RESULTS
Using our optimization techniques & real-time consumption data, we achieved the $50 CPA goal. We found new target consumers & exceed client expectations with data from their 60-day look-back window, resulting in campaign renewals.
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