Our partner was serving the majority of their ads on the Google Search Network and so decided to expand their Display Network presence.
They had previously tested display ads but conversion volume had historically been lower for them, particularly through 2011 where they had a total of 10 conversions at a cost per lead that was 67 percent higher than their goal.
We researched a variety of previously untested Display Network targeting options including both topic and interest targeting and determined which areas would provide the most return on investment.
We started by testing out remarketing campaigns targeting site visitors that did not produce a lead. We then decided to target topics and interests that were very closely related to the product.
After gathering preliminary data, we opened up the targeting funnel beyond just the roles directly related to the product.