Learnings and Optimizations
• Balancing the budget between prospecting and retargeting is key to a healthy CPA
• Understand the user experience as you strive to drive traffic. Mobile is the new platform of choice for advertisers, but in this situation, application submissions were lower from mobile users than from desktop users, so mobile advertising was eliminated.
• Retargeting users who have been on the client site and do not initially submit an application is vital to generating form submissions, as this audience made up 94% of overall submissions.
• Strategy and tactics aimed at building a retargeting pool are essential to take advantage of retargeting’s higher conversion rate.