Challenge

Simpli.fi’s client, a B2B tech company specializing in cloud computing, was recently acquired and wanted to launch a rebranding campaign. They enlisted the help of Simpli.fi to target a relevant audience of IT professionals with their new brand message and improve their programmatic advertising performance by driving meaningful web traffic to their site. The key performance goals for this campaign focused on increasing the average session length on their website and achieving a $25 cost-per-action, defined as clicking the ad.

Strategy

Working with the client, the Simpli.fi team developed a comprehensive strategy of search retargeting at the keyword level to target IT buyers based on custom and dynamic keyword lists. By combining the effectiveness of search with the reach and brand impact of display, Simpli.fi was able to capture intent data on the client’s target customer and use search retargeting to target their prospects with relevant display and mobile ads based on the searches the user performed across the web. The campaign also utilized third-party audiences to quickly find users who had engaged with other computer-related or B2B tech ads across the web.

With quick learning from the campaign launch, Simpli.fi and our multivariate algorithms were able to continually optimize the campaign mid-flight by increasing bids on top-performing keywords, shifting budget to the most successful audiences, implementing frequency capping and blacklisting domains.

Results

Over the one-month duration of the campaign, Simpli.fi delivered quick results that greatly exceeded the initial performance goals. The programmatic display and mobile campaign successfully increased engagement on our client’s website at a cost-effective CPA. Our client achieved an impressive $3 CPA, eight times lower than the $25 goal. Additionally, the average time on site was nearly three times longer than the goal.

Additionally, the campaign achieved a .83% CTR, vastly exceeding the industry average. Overall, the results far surpassed the performance of other programmatic platforms that the advertiser had previously utilized.