Maximizing reach: optimized targeting strategies for new customer acquisition

The traffic and lead generation strategy for our client, an insurance provider, showed stable conversion rates and CTR month over month, facing challenges in expanding reach using the same monthly audiences. The key challenge was extending their reach to more consumers based on specific intent signals from in-market audiences.

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To broaden overall reach and target previously untapped consumers, we engaged in months-long testing of the "Optimized Targeting" feature primarily for traffic campaigns. After six months, we observed not only an increased campaign reach through combining "Optimized Targeting" with Google's behavioral audiences but also improved CTR and conversion rates for certain products. This indicated our success in reaching new, interested consumers.

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Programmads led the setup, optimization, and monitoring of this six-month testing framework, enabling us to collect extensive data. We compared results from the same months year-over-year, distinguishing the impact of activated "Optimized Targeting."

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AO CAR: Budget slashed by 56.86%, yet campaign impressions dipped just 7.70%, achieving 2022’s reach at €1.55 CPM through Optimized Targeting. CTR rose, signaling enhanced user interest, with CPC dropping 59.62%.
AO HOME: With a steady budget, Optimized Targeting broadened our audience by 51.22% over 2022, doubling clicks and indicating heightened product interest. CPC reduction by 74.83% significantly cut acquisition costs.

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