Disposable Good Manufacturer: Case Study

Goal: Quick turnaround on launch. Optimizations after launch limited to those that will not reset learning phase.

Meta Leads Campaign

Goal: Website Leads for free samples.

Meta Leads Campaign

Goal: Website Leads for free samples (different product).

LinkedIn Traffic Campaign

Goal: Traffic to webpage.

Account Based Marketing Campaign

Goal: Cost-effective impressions to relevant companies/job titles.

Programmatic Display Campaign

Goal: Cost effective impressions to relevant third-party data segments.

Retargeting Display Campaign

Goal: Cost effective impressions to users that have been exposed to other ads.

Programmatic Audio Campaign

Goal: Over 90% Completed Audio Rate delivered to relevant third-party data segments.

Contextual Display Campaign

Goal: Cost effective impressions to users of webpages containing highly relevant keywords.

Geofencing Display Campaign

Goal: Cost effective impressions to people in close proximity to key potential client brick-and-mortar locations.

Programmatic Display Campaign

Goal: Cost effective impressions to relevant third-party data segments (different product).

Retargeting Display Campaign

Goal: Cost effective impressions to users that have been exposed to other ads (different product).

• Meta: A top performer across several metrics, most notably Cost Per Lead (on sample giveaway forms). Optimizations focused on cutting off ads with higher CPLs.

• LinkedIn: A somewhat expensive source of engagement with valuable audiences. Optimizations focused on cutting off ads and ad groups with high CPMs.

• Account Based Marketing (ABM) Display: While reaching key job titles and companies, CPMs for this remained cheap considering the audience quality. Optimizations focused on cutting off low-quality inventory placements.

• Programmatic Display: Less than pleased that the CPMs for this were considerably more expensive than ABM. Inventory seemed to spike with junk domains at times, which would be subsequently blacklisted during optimizations. Future iterations of this campaign will likely reduce budget and try different inventory packages.

• Retargeting Display: A meaningful contributor of conversions, though not as inexpensive as Meta. Also a cost effective source of impressions.

• Programmatic Audio: Completion rate was great but inventory quality seemed to have ups and downs. CPM is reasonable enough that it may be worth keeping as an additional media type and touch point, although other tactics outperform it in varying regards.

• Contextual Display: Inventory seemed to be extremely relevant to the product at hand with a fair CPM, also possibly justifying its high CPC.

• Geofencing: Junk inventory either points toward issue with inventory supply or number of geofenced locations provided by client being too restrictive.

ABM Inventory

Targeting by company and job title, and able to export reporting based on the matched ones served to.

Contextual Inventory

For a product with medical applications, contextual AI proved effective in finding cheap placements on reputable domains in the medical field.

Meta Ad CPL

Although Meta’s AI will slowly stop serving to ads that are less efficient, it can make more sense to simply cut off lower performers in favor of instant winners, and then introduce new creatives at a faster velocity (in future campaigns).

LinkedIn Ad CPM

Without a conversion goal and with its primary goal being web traffic, monitoring CPMs was the most meaningful way to optimize this campaign. With ads varying widely in CPM, getting rid of red-hot CPMs was a quicker way to bolster web traffic than seeking incremental gains in CTR.

Check out how a multi-platform dashboard was built to give a unified view of all media running here.