CareerIndex Inc. helps users find and request information on training courses and schools so they can become certified for qualifications and obtain credentials. To reach new customers more effectively, the company adopted Similar Audiences, which has led to a 73% increase in conversion rate and 20% decrease in CPA.

Published
July 2014
Topics

Similar Audiences is a targeting method that can find new users with similar characteristics as the users who have recently browsed a selected website. The method is freely available to advertisers using the Google Display Network. The Similar Audiences list is automatically generated and updated based on the advertiser’s existing remarketing lists, and by adding this list to the advertising group, advertisers can deliver ads to new users who share common interests with the users in the remarketing list. CareerIndex has succeeded in finding new users and increasing conversions with the effective utilization of Similar Audiences.

Background

CareerIndex Inc. operates “CareerIndex School,” a site where users can find information and request additional literature on training courses and schools to get certified for qualifications and credentials. The company was faced with the challenge of finding new users, particularly those interested in earning new qualifications. Already running remarketing campaigns, CareerIndex recently adopted Similar Audiences, which uses existing audience data to reach new target users.

Similar Audiences helped us to gain new users, expand our remarketing lists, and raise the overall performance of our display ads. We anticipate that more new methods of ad delivery will become available in the future, and we hope to utilize them effectively to reach the right audience, and to measure the holistic value of the campaign.

Results

The results of using Similar Audiences were astonishing. Cost per acquisition (CPA) for remarketing conversions decreased by 20% by adopting Similar Audiences, due to a more targeted reach to new users who have high interest in earning new qualifications. As proof, the remarketing conversion rate increased by 73%, and the total conversion numbers of remarketing and Similar Audiences increased by 255%, resulting in positive company growth.

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The above values are for a pre-use value of 100.
*The pre-use value is for remarketing; the post-use value combines remarketing and Similar Audiences.

Success factors and strategies of using Similar Audiences

CareerIndex focused on using a separate remarketing list per qualification to maintain high quality for each Similar Audiences list. This was done because the interests and needs of users differ by qualification type. For example, the interests of a user looking to gain credentials as a notary public will differ from those of one interested in architecture or aroma therapy. The company also deployed a strategy to serve similar ads as the base remarketing list to the Similar Audiences list to maintain consistency. The Similar Audiences campaign was evaluated not only on the Similar Audiences conversions but also on the combination of the Similar Audiences and the remarketing performance.

This measurement accurately took into account that many Similar Audiences new users do not generate conversions on their first visit, but conversions are gained through remarketing. The holistic measurement was able to capture the full value of an audience targeting solution rather than just the results of Similar Audiences.

Similar Audiences and Remarketing Flow (values are examples only)

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Future prospects

CareerIndex will continue to evaluate the impact of Similar Audiences on the remarketing campaign as a whole and plans to implement more effective use of Similar Audiences. The company also plans to expand the use of Similar Audiences to more of its different web portals.

“We previously had issues in getting new users with our display ads, and continuously looked for a more accurate way to reach our target users. Similar Audiences helped us to gain new users, expand our remarketing lists, and raise the overall performance of our display ads. We anticipate that more new methods of ad delivery will become available in the future, and we hope to utilize them effectively to reach the right audience, and to measure the holistic value of the campaign,” says Nozomi Enomoto, part of the marketing department at CareerIndex Inc.