Challenge

A boutique store wanted to promote their prom dress selections to high school students. They hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Cohagen Media to increase brand awareness and precisely target consumers interested in prom dresses.

 

Solution

The Cohagen Media Team developed a comprehensive strategy of keyword contextual, site retargeting at the keyword level, and geo-optimized. With quick learning from campaign launch, our team and multivariate algorithms optimized keywords, blacklisted specific domains to more precisely target consumers, and adjusted the frequency cap and pacing to maximize budget. We also shifted budget to higher performing areas and swapped creative to keep the advertisements relevant through changing season.

 

Results

Through multiple tactics and optimizations, our team achieved a CTR of .1657%, more than doubling the client’s goal of a .08% CTR, which is the industry average.