The targeting team at Panem constantly focuses on improving the effectiveness of our clients’ advertising campaigns. This task is always our number one priority. This client turned to us with a challenge: to reduce the cost of conversions while increasing their number. It is worth noting that the budget was limited, so all our steps were aimed at saving costs.
STARTING OFF
Point A (March 2023): Average cost per lead — $16.92.
OUR NEXT STEPS
TESTING HYPOTHESES ACCORDING TO USERS’ INTERESTS
Our team took control over the process of selecting audiences’ interests. We tested different sets of interests, which helped us narrow down the audience. This helped to find exactly those customers who would be interested in our offers. One of the discoveries was that the main advantage was not in the obvious interests, but in those that our team did not count on. This turned out to be key in the development of the strategy.
Also, we analyzed the attributes of the target audience. Not all attributes appeared equally effective for different sets of interests. Thorough testing enabled our experts to identify optimal connections between interests and attributes.
RESULTS:
Point B (June 2023): Average cost per lead — $7.87.
Our targeting team managed to reduce the cost of leads by twice due to the loyalty of our client and readiness for experimenting. The audience improved in quality, while the number of leads grew by 30%.
By implementing innovative solutions and using in-depth analysis, our targeting team has demonstrated that awareness, openness to experiments, and constantly improving audience quality are crucial in marketing and advertising. With every new step, we pave the way to even more significant achievements and greater effectiveness of our advertising campaigns.
