An online options and trading broker wanted to drive new account sign-ups using video on desktop, mobile, and CTV inventory. They came to Orange 142 with a CPA goal of $75.
One week after the campaign launch, we analyzed the gathered data and began optimizing. We reallocated the budget to the strategies driving the most account signups and logins, developed new strategies based on our insights, and discontinued under performing strategies.
At the end of a 6-week campaign we exceeded our clients expectations and goals. We delivered 1,471 total conversions, 946 new accounts, and 525 account completions (signed in and made transactions). Our final CPA was $50.98 and was well below the client’s $75 goal.
| 1,471 Conversions |
How Orange 142 Delivered Results
LAUNCH STRATEGIES
» Targeted CTV inventory on tablets and Smart TV’s.
» Created custom contextual segments based upon words found on the Tastyworks website.
» Contextually targeted content about stocks, online trading platforms, and investing.
» Utilized third-party data to target individuals interested in finance and investing with a household income of $150K+, aged 25-65, and active traders.
» Targeted adults who have investment, fantasy sports, and trading apps on their phone.
CAMPAIGN OPTIMIZATIONS
» Turned off all behavioral segments except for active traders, individuals with a household income of $150K+, and those interested in stocks.
» Developed a remarketing strategy to serve ads to users who created an account but did not sign in within 48 hours.
» Increased budget towards contextual and custom lookalike modeling.
» Increased bid and budget as Re-targeting pool grew.
» Implemented adaptive segments for more precise targeting.
