Baby Formula Brand Reaches Parents of Infants and Pediatricians to Increase Website Views to Custom Content
Overview
Reaching New Parents & Healthcare Professionals
The baby formula brand worked with Simpli.fi to create a native contextual programmatic strategy that would increase their brand awareness and drive users back to their website. Specifically, they wanted to target mothers of infants 0-2 years old as well as pediatric healthcare professionals. They utilized Simpli.fi’s category contextual targeting tactic to deliver ads on websites that specifically aligned with parenting and health related content. Additionally, they utilized Simpli.fi’s site retargeting capabilities to reengage users who previously visited their website and interacted with their brand.
Simpli.fi leveraged responsive native display ad units to promote clicks and drive on-site engagement. Simpli.fi’s in-house creative team created custom ad units that included copy and imagery to maximize on-site conversions on the client’s website.
Driving Engagement to Custom Content
The client utilized Simpli.fi’s proprietary engagement pixel to measure and optimize their media spend towards site engagement metrics such as qualified leads, cost per visit, average time on site, and low bounce rates. Simpli.fi worked with the client to source specific publishers, contextual environments, and audiences that were most likely to engage with their brand.
Simpli.fi’s combination of audience and contextual targeting technology – in addition to proprietary optimizations and creative recommendations – led to a low $2.09 Cost Per Landing Page Visits (CPLPV), a 0.42% overall CTR, and 44,000 total qualified site views.