Case Study: E-commerce

Driving Clicks and Conversions

Goal:

An e-commerce vendor was interested in marketing their products to older males with purchasing power. The objective was to drive clicks and notoriety of the online store and current promotion for one week.

Strategy:

• Create a campaign to target males aged 34-64
• Frequency cap of 2 for 24, target above the fold placements, and excluded vice categories

Results:

• Drove 1.6 million impressions over the course of the week
• Optimized the campaign from a CTR of 0.041% on the first day to a CTR of 0.249% after 7 days (An increase of over 600%)
• Generated additional conversions on the back-end of the campaign

We determined that the age group 50-64, in terms of CTR, significantly outperformed the 35-49 age group, and higher income groups did not have a higher propensity to click than lower income groups. Also, we determined that a select number of states significantly outperformed other states, creating an opportunity for further targeting.