Contextual Drops CPA by 80%
Objective
To reach a niche audience, consuming content in relation to one of their top sellers to combat crepey skin.
Nutravive's flagship product, their crepey repair cream, aims to assist in helping your body produce collagen and elastin to restore youthful skin.
While it's possible to cast a wide net across "anti-aging" articles to reach a larger audience, we opted to focus on a small list of websites, requiring "crepey skin" to be included in the article content to meet their target audience where they'd be reading about crepey skin.
What we've done
1. Keyword research
2. Page level human review for brand safety
3. Custom deal curation with premium publishers
4. Domain prioritization and custom bidding strategy
5. Campaign execution and reporting
Our Process
1. We used exact match URL targeting across 20 premium publisher websites to ensure both contextual relevancy and quality. Outside of these sites, we deployed a more broad targeting approach that ran against an allowlist of sites that included pages about anti-aging and product reviews.
2. Brand safety is a top concern of ours, so while every website was included in an allowlist, we further validated the page quality using our partnership with FouAnalytics. This allows us to see full URL strings, as well as which publishers have the highest traffic quality.
3. To capture more volume and unique data, we negotiated private deals with top publishers at a fair market rate allowing us to achieve further prioritization in online auctions and layer on publisher provided demographic data to further tune our targeting.
4. As we started to see more engagement, we continued down this path and applied a custom bidding strategy that allowed us to curve our bidding based on where we saw the lowest CPA.
Results
Using our targeting methodology alongside our custom bidding strategies, we were able to reach "declared humans" across contextually relevant, premium domains at as high as 95% accuracy. In remarketing to the prospecting audience we displayed ads to, we were also able to achieve a positive ROI.
Conclusion
Always challenge your partners to show your ads on contextually relevant webpages. If you're an e-commerce brand with a niche product, we've seen far better outcomes and engagement when shifting from broad targeting to a highly targeted, privacy first approach like contextual.
