REEDS Jewelers came to Huddled Masses with the goal of driving a $50 CPA
REEDS Jewelers came to Huddled Masses with the goal of driving a $50 CPA for their Mother’s Day campaign.
One week after the campaign launch, we looked at all the data we had gathered and began making optimizations and moving budget towards the strategies that were driving the most conversions, creating new strategies based upon our learnings and turning off strategies that were not working.
Huddled Masses strategies
- Our Conquesting segment was performing well so we added in a historical geofence segment that looked at device ID’s see in the brink & mortar locations over the past year.
- Increased bid and spend on the remarketing strategy.
- Added: Additional Adaptive Segments: These segments weed out exhausted users from the re-targeting pool and adapt to users who are expressing interest by serving them more ads.
- We used advanced reporting to pull an audience index report, and added a behavioral segment targeting high end luxury shoppers and dads with elementary age children who were indexing highly as converters. to local news and finance content.
Launch Strategies
- Behavioral Targeting: We targeted husbands with a high household income
- Contextual Targeting: Content around Mother’s Day
- Lookalike Modeling: Our proprietary algorithm created a seed audience from conversion data and targeted people who are similar to ones that are converting
- Re-marketing: Target people who visited the site but did not complete our call to action.
- Conquesting: We targeted competitive jewelry stores: Robbins Brothers, Zales, Kay Jewelers and Blue Nile
- CRM Targeting: Targeted past clients as well as used this data as a seed to build a lookalike audience
- Keyword targeting: We used the clients Search Keywords to create a custom segment where we looked for those keywords in contextual environments
- Adaptive Segments: We used custom segments to go after “cart abandoners”
- Native: We used Native ad placements targeting fashion & lifestyle related content
At the end of the 30 day campaign we exceeded our clients expectations and goals, delivering a eCPA of $43.75. The client gave us additional budget to run their “always on” campaign.