A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of our team to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.

SOLUTION

Our team and the advertiser developed a comprehensive strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, our team and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.

RESULTS
With approximately two months remaining in the four-month campaign, our team has been able to deliver a CPA of $12.68, vastly exceeding the client’s initial goal of a $100 CPA. The campaign has also achieved a CPV of $12.68, exceeding the initial goal of a $100 CPV. Further, the cross-device matched geo-fencing desktop ads have achieved a .18% CTR, doubling the industry average of .08-.1% CTR.